MKT 100 Chapter Notes - Chapter 75: Biogen, Genentech, Benq

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Disks created with the fvd system can store as much as 6 gigabytes of content on a single side. This low price comes in below the production costs, but the consortium hopes it will attract rapid consumer acceptance. Compared with hd-dvd players, which may cost as much as. ,000 when they eventually are introduced, the fvd system offers consumers highdefi nition content at a very affordable price. Licensing for many new scientifi c and technological products, fi rms buy the rights to use the technology or ideas from other research-intensive fi rms through a licensing agreement. This approach saves the high costs of in-house r&d, but it means that the fi rm is banking on a solution that already exists but has not been marketed. For example, many pharmaceutical fi rms license products developed by biotechnology fi rms such as amgen, biogen, and genentech.