Presentation for PSU – Marketing Presentation for PSU – Marketing Management ClassManagement Class

Lori Andersen, Director, Sales OperationsLori Andersen, Director, Sales Operations

Teresa Buonocore, Technical Support CenterTeresa Buonocore, Technical Support Center

February 2008February 2008

Introductions: Introductions:

Who areWho are Lori & Teresa? Lori & Teresa?

AGENDAAGENDA

Who is Tektronix?

Product Mix

Our Customers

Sales Operations Overview

Doing Business in a Global Marketplace

Recommendations

Questions – during presentation

Mission Statement

We enable our customers to We enable our customers to design, build, deploy, and design, build, deploy, and manage next generation global manage next generation global communications networks, communications networks, computing, pervasive and computing, pervasive and

advanced technologies…advanced technologies…

Who is Tektronix?

Tektronix is an award winning global Tektronix is an award winning global leader in test and measurement leader in test and measurement products, solutions, and servicesproducts, 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

Purchased by Danaher Corp December 2007Purchased by Danaher Corp December 2007

Product Mix

Oscilloscopes

Network Management

Video Test

Service/Other

Logic Analyzers

Signal Sources

Spectrum Analyzers

Network Diagnostics

Markets and CustomersServing customers across many industries and applications

General Test $4.5B Market Video Test $285M Market

Oscilloscopes Logic Analyzers

Signal Sources

Spectrum Analyzers

MPEGBaseband Content Analysis

Sales OperationsSales 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

Doing Business in a Global MarketplaceDoing Business in a Global Marketplace

1. Marketing and Sales

2. Order Management

3. Export Order Management

4. Pre and Post Sales Technical Support

5. Service Support

Global Footprint

Major Worldwide Offices – Operations in 19 countries

Beaverton, Oregon

United Kingdom

Tokyo, Japan

Shanghai, China

Berlin,GermanyRichardson

, Texas

Bangalore, India

Beijing,China

Marketing & SalesMarketing & Sales Strategic focus on how to sale, service and support Strategic focus on how to sale, service and support

global and domestic key customersglobal 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

Marketing & SalesMarketing & 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

Doing Business in a Global MarketplaceDoing Business in a Global Marketplace

1. Marketing and Sales

2. Order Management

3. Export Order Management

4. Pre and Post Sales Technical Support

5. Service Support

Order Management in a US MarketOrder Management in a US Market

You have a product

•What is your contract with your customer?

•How will you get it from here to there?

•How will you get paid?

You have a

customer

Order Management in a Global MarketplaceOrder 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?

Technical Support in a Global MarketTechnical 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?

Service Support in a Global MarketService Support in a Global Market

You have a customer

You have a repair 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?

RecommendationsRecommendations

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

Q & A