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Friday Sep 3, 2010
Fundamentals of Product Marketing for the Semiconductor Industry
Principles of Selling to the Semiconductor Industry
Key Semiconductor Account Selling and Management
Combating Aggressive Supply Chain Management
More Information
Frequently Asked Questions
Class Location
Nearby Lodging
Corporate Accounts
Fundamentals of Product Marketing
was awarded the
Certificate of Achievement
in Education
by the
American Society of Association Executives
The American Society of Association Executives awarded Quest Team it's prestigious National award, the Certificate of Achievement in Education, in the category, "Best United States program delivered through a large industry association."

" Absolute necessity for product management. Great topics, well presented, well organized. "
Joe Wildgoose
Product Manager
Entegris
Franklin, MA

" Can’t live without it! This course prepared me for my new role in Product Marketing, and gave me the tools and methodologies to succeed in my new role. "
Kiyomi Monro
Market Development Manager
Coherent
Osaka, Japan

" Must have under your belt. This is the second time I took this course and it was still a lot of new information to absorb. "
Brandon Lee
Director of Marketing & Business Development
Cimac, Inc.
San Jose, CA
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Fundamentals of Product Marketing
The Key to Success in Todays Market
Co-sponsored by SEMI


Course overview
Steering your company's products successfully through the complex and constantly changing semiconductor equipment and materials marketplace takes technical expertise, business savvy and a thorough understanding of the product marketing process. Fundamentals of Product Marketing teaches just that - it provides specific product marketing skills that are directly applicable to the semiconductor equipment and materials professional.


What you will learn

  • Develop your role for optimum effectiveness
  • Successfully launch a product
  • Develop a strategic marketing plan
  • Gather research based upon your product's life cycle
  • Implement the process for successful product development
  • Develop realistic forecasts
  • Position your products to meet your market strategies


Who should participate
Fundamentals of Product marketing was developed for semiconductor equipment and materials companies of all sizes and employees at all levels. Regardless of your level of experience, this seminar can strengthen your marketing skills. Also, because product marketing has such an important role in a company, this course is recommended for industry professionals in sales, product management, engineering, finance, and executive management. Fundamentals of Product Marketing encourages and reinforces the need for strong and supportive relationships between marketing and other departments.


Special Feature: The Experts Panel
Over the three days of the course, questions arise on specific marketing issues that the students have encountered. The Expert's Panel is an open forum held on the last day of the course and dedicated to answering those questions. Students gather collaborative information from industry experts on "real life" marketing challenges.


Course outline

The Product Marketing Environment
Industry overview
Market size and demographics
Market characteristics and culture
Product Marketing Responsibilities and Interfaces
Charter
Action groups
Industry specific responsibilities
Market Research And Analysis
Product life-cycle plan
Strategies using the life-cycle
Sources of data
Customers/competitors
Product Development
Defining needs and objectives
Reliability
Dealing with growing/stable/declining markets
Promotion
Enhancements
International Marketing
Conditions to consider
Regional profiles explored
Introduction To Strategic Marketing
Overcoming difficulties
Elements of strategic marketing plan
Life-cycle adjustments
How to get buy-in
Product Introduction And Promotion
Pricing
Promotion plan
The roll-out
Messages that sell
Positioning
Defining you company and products
Using competitors, customers, others
Different strategies for new and existing products
Developing a realistic plan
Proposals
Selling document
Manufacturing's commitment
Specials
Acceptance criteria
Legal Aspects of Product Marketing
Relevant laws
Pricing
Terms and conditions
Anti-trust
Liability
Forecasting
Techniques
Critical factors
Team forecasts
Working with reps
Interpersonal Competence and Communication
Working with and through others
Trust
Communication
Personal Action Planning
Reinforcing your thinking
Overcoming procrastination
Psychological commitment and goals
The Expert's Panel
Free Forum
Your questions answered
" It got me enthusiastic about being in product marketing again. Lots of good ideas and presenters. A lot of info that can be used in real life. Kudos for awesome time management! Started on time, finished on time. "
Russell Stevens, Applications Engineering Manager
Sachem, Inc., Austin, TX


Course materials
Fundamentals of Product Marketing seminars are held from 8:00 am to 5:30 pm the first and second days, and from 8:00 am to 3:30 pm on the third day.

Registration includes continental breakfast and lunch all three days. Casual business attire is appropriate.

Materials include: extensive course manual and product development management software.
Other Presenters

John Dunn
VP, Semiconductor Business Dev
Festo-USA

Rick LaFrance
Former President
Olympus America

Joseph T. Lonsdale
Vice President of Sales and Marketing
AES Motomation


Cities and Dates Offered
Fundamentals of Product Marketing
Location Date  
SEMI Headquarters, San Jose, CA October 13 - 15, 2010 Pricing & Registration

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