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 Confidential

Introductions: Who are Lori & Teresa? Tektronix April 15, 2017 Introductions: Who are Lori & Teresa? GREETINGS IN LANGUAGES LA: Knee How - (Chinese) How are you? Confidential

AGENDA Who is Tektronix? Product Mix Our Customers Sales Operations Overview Doing Business in a Global Marketplace Recommendations Questions – during presentation

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… Confidential

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 1946 - 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 16% revenue growth and 19% earnings generated $1.5B free cash flow TERESA – next slide Purchased by Danaher Corp December 2007 Confidential

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. Confidential

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 Confidential

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 Confidential

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. Confidential

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 Confidential

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 Confidential

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 Confidential

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 Confidential

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? Confidential

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 Confidential

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/email/web/mail Language resources around the world, Partner with rep in country Phone - 800 numbers in US Globally contact knowledge centers Email – techsupport@tek.com Web tools – FAQs, guided tools like probe selector Fax & Mail Solution tools - Virtual Desktop, WebEx Confidential

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? Confidential

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 Confidential

Q & A THANKYOU in Chinese: Shea Shea Tektronix April 15, 2017 Confidential