- A dynamic environment with evolving product life cycles, customer
needs and preferences, relative influence of decision makers across
- Allocation of resources across a portfolio of products and markets.
- Macrosegmentation and microsegmentation based on the characteristics
of accounts and decisions makers respectively.
- Evolution of the optimal market segmentation over time.
- Customers concerned with multi-sourcing issues.
- Interaction between product and supplier positioning.
- Separation of Research and Development as distinct issues for technology
and new product introduction respectively.
- Industrial marketing mix decisions such as list pricing, discount
authorization, sales commissions, promotion, product and corporate advertising
and technical support.
- Detailed treatment of issues in sales force management. For example
hiring, firing, training, deployment, motivation and organization.
- Detailed management of a technical support organization.
- Facility for licensing and joint ventures between competing firms,
resulting in intense negotiation between teams.
- A comprehensive set of market research studies monitoring the evolution
of the competitive situation. These studies include positioning of product
and company, and other performance criteria.
- Antitrust issues and financial implications of marketing and R&D decisions.
- Treatment of the evolution of supplier-client relationship through
the natural stages of testing products, approving supplementary suppliers
and adopting a primary supplier.