Expert's Panel
topics posed to our panel of experts.
What are the essential components of the "pitch pak" (salesperson’s package)?
Is there an objective model for evaluating the attractiveness of potential markets to enter?
My tool is going up against a long-time incumbent. How do we break into the market successfully?
What methods are best used to get engineering to accomplish the correct goals?
Is there any value in spending money on promoting a mature, entrenched product?
How do I operate at a higher level and go from a fire-fighter to a planner?
What are the tools you would use to define a product life cycle?
Is there any value in spending money on promoting a mature, entrenched product?
Is there any strong research tool for predicting future markets and the technical environment?
How can we train our sales force and customers to provide better forecasts?
What are the quantitative metrics to judge success in marketing?
What is a typical product development period from concept to a product worthy system?
Any thoughts on negative selling, or comparison to the competition, especially for Asia?
What is the best strategy to launch a new product into a down market?
What are the fundamental marketing lessons that you have learned from failures and successes?
What is the cost versus benefit of participating in alliances? Give some examples.
What is the best way to forecast sales on the adoption of a new widget or widget upgrade?
How do you anticipate marketing fundamentals to evolve or change in the next five to ten years?
How do you sell over "bundling" or give-aways from the big gorilla?
Can you provide or recommend good product marketing brochures?
If you are first in the market, how do you evaluate the market value of your product?
How do you establish the price the market will pay when determining product pricing?
My competitor owns the top 10 – 20 customers. How do I approach those customers?
How do you convince the customer of your product line's value without hard data?
How would you split your limited time between strategic and tactical marketing?
How is marketing able to drive a project in non-market driven companies?
Provide some examples of how products are properly positioned.
What are the general methods for proving product positioning?
What is the skill set and how do you grow into a good product marketer?
How do I sell senior management on the importance of marketing in my company?
What is the typical capital equipment product development time?
What are the effects of new technologies such as copper on the design rule shrink?
Cite examples of effective promotions for capital equipment.
How do you see the distinction between product marketing and product management?
How do you protect your market share when you are market share leader?
How do you deal with the constant pressure to reduce prices?
What is the next growth area in equipment after CMP and Cu Electroplating?
What are the best 2 or 3 examples of superbly marketed products in our industry's history?
How do you successfully conduct market surveys - format, media, incentive for customers, etc.?
Other than market share and gross margin, what metrics are good for marketing organizations?
Do you see more consolidation not only in chip makers, but equipment and materials suppliers?
