B2B Marketing Day 2

Experience Curve

1. Life Cycle: Product and Profit
1. Introduction
2. Growth
3. Turbulence
4. Maturity: focus on process improvements
5. Decline
2. Whoever gets to the mass market first wins. B2B, B2C (business to consumer)
3. Innovator's Dilemma by Clayton Christensen
1. businesses that are in decline should be divested of immediately
2. company's that keep prices artificially high invite competitors  (Pricing Umbrella)
4. 80 Curve: Experience Curve in which the negative slope value is -0.2
5. Factors that affect adoption
1. Relative advantage: esp manufacturers (supplier networks, resource control)
2. Compatibility: esp. technology (which is changing rapidly)
3. Complexity
4. Divisibility
5. Communicability: esp brands which communicate an idea or feeling (Brand Pillars Below)
1. Differentiation
2. Relevance
3. Esteem
4. Knowledge
6.  Market Metrics
1. Market growth rate
2. Market share
3. Marketing Development Index
4. Customer Retention
5. Net marketing contribution
7. Use Scenarios to plan for customers' needs
1. Gibson researched National Semiconductor: studied design engineers
2. tremendous time pressure
3. choose a part
4. create a design 
5. analyze design
6. finalize design
7. Webench provided an inexpensive development tool for designers (free online software)
8. software generated a BOM (Bill of materials)
9. authentic solution to satisfy discerning design engineers
10. charged commission for providing links to distributors in BOM
8. "if I asked my customers what they wanted they would have said 'a faster horse' "  (Who created this phrase attributed to Ford?)
9. CRM (customer relationship management)
1. who needs access to real-time data (eg hotel front desk)
2. start where people need the information (solve biggest problems first)
3. "there is nothing more frustrating than spending 15 mins on a call to find at the end that a customer has a credit problem."
4. customer history and credit history instantly pop up on the screen