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.
This session provides a comprehensive overview of the semiconductor and semiconductor equipment/materials industry from an historical, current and future perspective. An examination of market forces draws conclusions as to where and how the industry is heading. Both detailed and broad perspectives are included in the material.
The word marketing can mean any number of things in different industries, from product placement to advertising to customer relations. The role of marketing in the field of semiconductor equipment and materials is as unique as it is important. Often, newcomers to the marketing role can be overwhelmed by the sheer breadth of responsibility... demo reports, engineering meetings, strategic planning, manufacturing demand planning, and a seemingly endless barrage of meetings. On top of this, marketers are often thrown into the role as a transition from a technical function with little or no training.
This section focuses on the value marketing brings to the organization, and what you can do to help keep grounded in the important deliverables which unlock growth. Learn to distinguish the urgent from the important and apply some core skills to make your product, your company, and your own career a success.
Without a product there is no business. Developing a product in our industry is a unique and typically expensive endeavor, taking many years and often tens or hundreds of millions of dollars before achieving success. In this environment, you better make sure that you are developing something that your customer will want and value and be willing to pay for! This is the unique role of marketing.
This section covers the role of marketing within the team sport that is product development. Learn processes for managing the product development process, and the key deliverables of marketing to enable long-term success.
To achieve optimum profits, pricing decisions must be integral to product strategy development from the very beginning. It doesn't begin with costs. Instead, the starting point is to determine what the customer will pay for the product that exists or is being defined.
A focus on pricing offers numerous mechanisms to change the characteristics of the market, impact life cycle curves, establish positions, and other significant factors. Nine prime pricing models are explored in terms of their intentions, considerations, and outcomes.
Positioning then comes into play and requires being proactive in the market place and truly understanding both the competitor's and customer's mind sets. Through presentation of positioning concepts, participants are lead to discover what stands in the way of getting the positive attention of customers. An exploration of different strategies, based upon the product's existing and desired position in the market place, lead to the requirements of pursuing each. A special exercise, transfers the concepts to real life issues participants are facing. This begins a positioning analysis process for continuation after the program.
Identifying the product's payoff and translating it to the customer face-to-face, in promotional materials, or through news releases, requires understanding what the customer deems important and then using provable messages that highlight this. It starts when the product is being defined and features-benefits-proofs are developed through interaction with sales and customers, and making a valid interpretation of what competitors are offering. Messages are then refined through meaningful "value propositions". While this sounds like a simple concept, experience has shown that the process is often poorly handled.
Effective developmental approaches, as well as multiple examples of effective "value propositions", are explored to assist the product marketing professional in guiding the construction of the materials and wording to be used in the field.
To compete successfully in today's volatile and competitive markets, mass marketing is not the best option. Instead, marketers must attack niche markets that exhibit unique needs and wants. Market segmentation is the process of partitioning markets into groups of potential customers with similar needs or characteristics who are likely to exhibit similar purchasing behavior. As such, market segmentation strategy is a foundation leading into positioning and branding. Possible methods of determining viable market segments are explored and linked to possible strategies for optimizing payoff by meaningful segmentation of the market.
Introducing new products into the market requires the same consideration as product development and inherently has many possibilities for failure. There are, however, ways to reduce risk and increase the possibility of roaring success. Support materials, training, field support, and required feedback systems are explored for various distribution channels.
A company's growth strategy often includes a mix of initiatives for both existing (core) and new customers. While the path to success in core markets is not easy, the path to finding and executing on opportunities in new markets introduces a geometric growth in complexity and uncertainty.
In this section you will learn the fundamentals of creating a strategy of growth which includes an optimal mix of core and new market initiatives. You will learn some frameworks for the unique process of exploring opportunities in unfamiliar markets and with new business models. Risk management is a key element of any growth initiative, but especially so in unfamiliar territory - you will learn some tools to help identify, communicate, and manage risk. Additionally, learn how collaboration with ecosystem partners (universities, start-ups, etc.) can be an important strategy to help drive growth while mitigating risk.
This session provides an understanding of the considerations to examine when interacting and marketing to various cultures. Norms and ethics are explored as well as governmental policies that could affect the business environment. Substantial detail provides an understanding of how to approach each industry associated region. Presentation of a Culture Map delineating expectations of the business world in each regions and provides understanding of the relative differences between countries.
Creating a winning business in semiconductor equipment and materials involves solving customer challenges time after time. This is not a "one and done" type of business. Customers rely on us to meet today's challenges as well as tomorrow's, and the learning from today will feed the solutions of tomorrow.
In this environment, a good marketer will have a thoughtful roadmap for their product which both serves the customers' needs and delivers growth to your company. This section will cover the strategic and tactical aspects of creating a winning product strategy to deliver growth for you and your customers year after year.
Open forum dedicated to answering student's questions accumulated during the previous sessions. The class instructors respond with collaborative information for responding to real life marketing challenges.
Market Development Manager
Director of Marketing & Business Development
San Jose, CA
–Russell Stevens, Applications Engineering Manager
Sachem, Inc., Austin, TX
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."