• Dates / Location: New Dates Pending, Available In-House
• Fee: $549 includes Certificate of Completion, seminar materials, and refreshments. 
• Register for this Seminar

Your success in today’s dynamic and increasingly competitive business marketplace requires not only the flawless execution of basic marketing activities, but a strategic perspective to survive and thrive in your industry. Although many B2B companies have an excellent reputation for quality products, expectations of customers are continuously evolving. While engineering and manufacturing expertise is essential, it is the customers’ perceptions of superior value that ultimately lead to success in business markets.

This intensive one-day seminar provides those in the world of business-to-business marketing with the perspective and tools necessary to successfully manage the challenges and opportunities of today’s turbulent marketplace. Participants will gain or improve their ability to use state-of-the-art marketing tools and techniques to link the needs of the customer with the drive for superior technology.

You should attend this seminar...

...if you are in any way involved in the creation, marketing, or sales of products and services in B2B markets.

Learn to:

• Identify and apply key success factors in the marketing of B2B products and services
  
• Create and keep customers for your B2B products and services
  
• Identify, select and implement the most effective strategies for achieving your B2B marketing objectives
  
• Implement and manage B2B marketing strategies that deliver customer value and win in the marketplace

Seminar Outline

• Understanding the B2B Marketing Environment

-       Defining the B2B product from the marketers’ and the customers’ perspectives

-       Identifying the key success factors in the marketing of B2B products and services

-       Developing essential elements of successful B2B marketing programs

• Building and Keeping Customers for B2B Products and Services

-       Analyzing how buyers’ perceptions influence their B2B purchase decisions

-       Segmenting, targeting and positioning the B2B market strategically

-       Selecting the appropriate marketing research and competitive intelligence tools for B2B marketing

• Managing B2B Marketing Programs

-       Managing B2B marketing strategies in declining and hostile markets

• Creating and Maintaining Winning B2B Marketing Strategies

-       Implementing B2B marketing strategies that deliver customer value and surpass the competition

-       Focusing on customers to achieve sustainable competitive advantage in B2B product-markets

-       Linking advertising and promotion strategies to branding strategies for B2B products and services

-       Establishing strategic marketing planning processes for B2B markets to achieve new levels of growth and profitability

Seminar Leader

Dale D. Fodness, Ph.D.

• Principal, Business Decision Resources

• Asst. Professor & Program Director, Marketing

  • University of Dallas Graduate School of Management

• Visiting Professor of Marketing

  • Helsinki School of Economics & Business Administration

Dale’s 20+ year business and marketing career has been enriched by the active integration of both academic and practitioner interests. His academic life ensures that his business insights are technologically and conceptually leading-edge. His daily involvement in business serves as a constant reminder that business solutions must be practical, as well as creative.

Dale consults extensively with clients in communications/telecommunications, computers/electronics, consumer goods, entertainment, healthcare, travel/tourism/hospitality, and e-business. Current and recent clients include Microsoft, Cisco Systems, and AMR. He has conducted recent seminars and corporate training sessions in Brazil, Hong Kong, Venezuela, Malaysia, Singapore, Shanghai, Seoul, Mexico, Finland, and Canada.

Do you have questions on the content or coverage of these seminars? Feel free to call Dale, your seminar leader, to learn more. His direct line is (817) 919-4533. Email him at info@bdrglobal.com.

• Dates / Location: New Dates Pending, Available In-House
• Fee: $549 includes Certificate of Completion, seminar materials, and refreshments. 
• Register for this Seminar