1. Presentation for PSU – Marketing Management Class
Tektronix
April 15, 2017
Presentation for PSU – Marketing Management Class
Lori Andersen, Director, Sales Operations
Teresa Buonocore, Technical Support Center
February 2008
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2. Introductions: Who are Lori & Teresa?
Tektronix
April 15, 2017
Introductions: Who are Lori & Teresa?
GREETINGS IN LANGUAGES
LA: Knee How - (Chinese) How are you?
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3. AGENDA Who is Tektronix? Product Mix Our Customers
Sales Operations Overview
Doing Business in a Global Marketplace
Recommendations
Questions – during presentation

4. Tektronix
April 15, 2017
Mission Statement
We enable our customers to design, build, deploy, and manage next generation global communications networks, computing, pervasive and advanced technologies…
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5. Tektronix
April 15, 2017
Who is Tektronix?
Tektronix is an award winning global leader in test and measurement products, solutions, and services
Passion for innovation
Sales growth: 5%
> 50% from new products
Well established brand
Sales: $1.1B
Employees: 4,400 worldwide
Manufacturing in China and U.S.
Major development centers in U.S., China, Europe, and India
Founded in Multiple product & support awards --- Over 15 product awards :
Raytheon Supplier Excellence 3-Star Award , Intel Preferred Quality Supplier Award,
2nd consecutive SSPA STAR Award ,
7th Emmy
CLICK
DANAHER - Founded in 1984, NYSE listed, HQ in Washington DC - 50,000 employees,
54% outside U.S- $11B revenues, 49% outside of U.S
Portfolio of strong brands - Professional instrumentation - Industrial technologies - Tools & components - Medical Technologies
Strong core values, driven by Danaher Business System
results % revenue growth and 19% earnings generated $1.5B free cash flow
TERESA – next slide
Purchased by Danaher Corp December 2007
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6. Tektronix
April 15, 2017
Product Mix
TERESA –
Example of iphone and use of our products
The digital oscilloscope is the tool of choice used by electronic engineers worldwide. Oscilloscopes are ideal
for displaying and measuring the analog characteristics of all types of electrical signals
Designers are confident in the way it operates and they trust the results.The oscilloscope’s high sample rate and
bandwidth enable it to capture a high-resolution view of the signals of interest.. Oscilloscopes
generally have two or four input channels and can time-correlate a small number of analog, digital
and serial signals.
TRENDS:
Digital RF or “Wireless Everywhere” is being enabled by Digital RF technologies – the merging of digital computer technology with the traditionally analog world of RF
Digital Video or “Video Explosion” is being enabled by digital video technologies and content offering both higher quality user experiences and new delivery mechanisms.
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7. Tektronix
April 15, 2017
Markets and Customers Serving customers across many industries and applications
General Test $4.5B Market
Video Test $285M Market
Oscilloscopes
Logic Analyzers
Signal Sources
Spectrum Analyzers
MPEG
Baseband
Content Analysis
TERESA
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8. Sales Operations Domestic and Global Sales Strategies and Programs
Tektronix
April 15, 2017
Sales Operations
Domestic and Global Sales Strategies and Programs
Order Management
Americas
World Wide Export
Canada & Latin
EMEA
Japan
Pacific
Technical Support
Systems, Process Analysis and Training
Field Sales Support
Demo Management
My ORG
Priority is always Balancing the needs of local and international operations with limited resources
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9. Doing Business in a Global Marketplace
Tektronix
April 15, 2017
Doing Business in a Global Marketplace
Marketing and Sales
Order Management
Export Order Management
Pre and Post Sales Technical Support
Service Support
How does my organization fit into serving global business?
As you know, marketing and sales are the first step to generate business. The rest of my departments (and Service) each have a critical piece of the doing successful business globally.
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10. Global Footprint Major Worldwide Offices – Operations in 19 countries
Tektronix
April 15, 2017
Global Footprint
United Kingdom
Beaverton, Oregon
Berlin,
Germany
Tokyo, Japan
Beijing,
China
Richardson, Texas
Shanghai, China
Bangalore, India
Americas: 43% Europe: 24% Asia/Pacific: 20% Japan: 13%
Manufacturing in China and U.S.
Major development centers - U.S., China, Europe, and India (28% growth over past 2 years)
Beaverton Hdqtr and Mfg,
Texas is CB division and design center for NetwkMgmt.
Europe - Berlin NetDia development Ctr.
IB Regional office in UK and Video development ctr in UK
Asia – Tokyo - development ctr
China –Shanghai has Mfg.Ctr, for IB and development for CB
Major Worldwide Offices – Operations in 19 countries
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11. Tektronix
April 15, 2017
Marketing & Sales
Strategic focus on how to sale, service and support global and domestic key customers
Executive commitment to program
The criteria - how/why the account was selected
Roles/Responsibilities of sales and support teams
Establish timeframes for team communication
Worldwide workshops
Establish global team distribution list and website
Develop a consistent methodology, measurement, and compensation within identified global strategic accounts
Apply pre-approved modifications where necessary for cultural or other business-related needs
Internal Tektronix employees/partners understand how to prioritize and treat the account
Example – how to present your business card in Asia
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12. Marketing and Sales Methodology
Tektronix
April 15, 2017
Marketing & Sales
Marketing and Sales Methodology
Key Marketing messages
Local language and sensitivities
Account Management
Account Plans
Service Plan
Sales training
Worldwide forecasting process
Reports/usage
INTEL example
INTRO TERESA
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13. Doing Business in a Global Marketplace
Tektronix
April 15, 2017
Doing Business in a Global Marketplace
Marketing and Sales
Order Management
Export Order Management
Pre and Post Sales Technical Support
Service Support
TERESA:
As a multinational company Tektronix does business in a global market. While there are innumerable details to the process I’d like to talk to you about four areas of business that I have been involved at Tektronix.
US Domestic Order Management, Export, Technical Support and Service Support
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14. Order Management in a US Market
Tektronix
April 15, 2017
Order Management in a US Market
You have a product
You have a
customer
In a US market business is fairly straightforward.
Discounts are governed by contract terms and US law. Often times state taxes apply and standard terms like Destination/Origin, Net 30 are commonly used.
There are exceptions, special circumstances – education, government sales, government contractors etc.
And of course there are the evolving issues of multinational companies and global inventory requirements.
What is your contract with your customer?
How will you get it from here to there?
How will you get paid?
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15. Order Management in a Global Marketplace
Tektronix
April 15, 2017
Order Management in a Global Marketplace
You have a Product
You have a customer overseas
Are you compliant with US and Overseas Government regulations?
What is your contract with your customer?
How will you get it from here to there?
How will you get paid?
Export Order Management is complicated by the fact that all business is done between two companies in two (or more) countries.
The same requirements of domestic order management apply to export – but they are complicated by US and Import Country regulations
US Federal Export Country - Regulation Export Control Classification Export License Governmental reporting (AES Direct)
Import Country Regulation Import Control classification Import License Governmental reporting
Contracts with customers are often complicated by
Shipping: Shipping term (Incoterms 2000) Delivery Requirements
Pricing: Standard pricing, Discounts, Marketing programs
Payment: Cash in advance (Check, Wire Transfer) Net xx days (common use for Americas) Sight draft Letter of Credit (common use for international
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16. Technical Support in a Global Market
Tektronix
April 15, 2017
Technical Support in a Global Market
You have knowledge
You have a customer
How do you know what your customers need?
How do you get the knowledge you need?
How do you get your knowledge to your customer?
How do you provide it around the world?
Customer contacts – AMs, Marketing, Telemarketing, phone/fax/ /web/mail
Language resources around the world, Partner with rep in country
Phone numbers in US Globally contact knowledge centers –
Web tools – FAQs, guided tools like probe selector
Fax & Mail
Solution tools - Virtual Desktop, WebEx
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17. Service Support in a Global Market
Tektronix
April 15, 2017
Service Support in a Global Market
You have a customer
You have a repair center
Tektronix locates it’s North American service center at the factory. This maximizes the knowledge between the developers of the products and the service technicians. It also means our US service center deals with the export/import issues.
Globally we have a process offers service in countries around the world in either Tektronix facilities or ASPs. We have an escalation process that sends issues to the factory.
AEs also provide on site technical support around the world.
Partner with in country reps for expertise and language
Pricing (like Export ordering) specific to country business norms – e.g. in US freight is paid to service center
What is the best service solution for the location?
What is your contract agreement with your customer?
How do you get it done?
How will you get paid?
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18. Tektronix
April 15, 2017
Recommendations
Marketing and Sales – be sensitive to cultural differences and time zones!
Develop communication guidelines
Know your customers
Know the international business practices and contractual terms/conditions
Know the governmental regulations for both the export and import country
Know the technology options available
Lori do Mkt and sales summary
Executive commitment, proactive communication, use of the web. Plan for the delay because of timezones, take turns for early or late conference calls
Teresa do the rest
THANKYOU in Chinese: Shea Shea
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19. Q & A THANKYOU in Chinese: Shea Shea Tektronix April 15, 2017
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