Although technology marketing arrangements are as varied as the number of technology services and products, there are some general paradigms. Those arrangements involving personal selling techniques typically involve retaining and educating agents to sell sophisticated customers a complex product. Less sophisticated products can be distributed using distribution relationships under standard pricing and advertising techniques. Shrinkwrap sales can be accomplished through retail relationships, while video sales might involve celebrity promotions. These activities all involve legal risks incidental to customer warranties, pricing and fee allocation, retention of intellectual property rights and technology or product access.
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