Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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"Marketing Strategy: The Marketing Budget"

Marketing Strategy: 
The Marketing Budget

By Ralph E. Grabowski

IEEE Entrepreneurs' Network (ENET)
Tuesday, March 6, 2007, Waltham MA

 

 
 

Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
Dig deeper
PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
Directions and map

 

 

Dig deeper


Suggested
reading
"Who Is Going To Buy The Darn Thing?"
Fundamentals of the M/E Ratio™ and more case studies
Download the reprint in PDF - 28-pages, 0.7 MB

  "Why good products fail"
By Robert Weisman, Boston Globe
article, Boston Globe Business Intelligence column
more

 

Neat Technology, But Who Will Buy It?
A play in three acts:

Act 1 Death and Despair
Act 2 New Models and Hope
Act 3 the Prediction

A cast of luminaries portray themselves and other current - and historical - people with extraordinary technology; to relate their personal triumphs and failures regarding the impact of Market Research - or lack thereof - in their businesses.  Includes "appearances" by

  • Percy Spencer, inventor of the microwave oven - portrayed by his grandson, Rod Spencer
  • Michael Dell of Dell Computer
  • An Wang of Wang Laboratories
  • Ken Olsen of DEC

  "The Board of Directors; 
Vital Partner for a VoC Culture"
"Guide" + transcript + slides - PDF, 46 pages, 1.5 MB

Especially note pages 20-21 (slides 17-18) and question 17 on page 42 (slide 39).


  "Business Plans...Back to Basics"
slides by Paul M. Kelley, Zero Stage Capital

  "Marketing, the Bridge
for Growing from 
Engineer to Entrepreneur"
By Stanley N. Lapidus

Data Evidence of the relationship between investment in upstream marketing and success

How-to This talk is about the Marketing budget.  In other words, it is a "how-much" rather than a "how-to."  For a "how to," see:

"What Do Customers Want?"
with the "11 steps to (Market Research) Heaven™" method.


Read Cytyc will be a featured case study of this talk.  The entrepreneur (Mr. Stan Lapidus) and marketing person (Mr. Ralph Grabowski), in a joint presentation, "How To Raise $100 Million," described their teamwork in Cytyc's formation.

On-line abstract
PDF Mr. Grabowski's slides with speaker's notes - 1.3 MB
PDF Mr. Lapidus' slides - 1.8 MB 
PDF handout - 2 pages, 0.3 MB


Case Studies Cytyc
Phoenix Controls
 
On the web
 
IEEE

IEEE Entrepreneurs' Network (ENET)
ENET Advisory Board Members
and contacts
ENET Calendar of Events

Institute of Electrical and Electronic Engineers (IEEE)
IEEE Boston Section web site
IEEE Robotics and Automation Society
IEEE Robotics and Automation Society Central New England Chapter


Web sites Cytyc ThinPrep® and corporate
Phoenix Controls

 

About the guest speaker  prior

next, Directions and map  Directions and map

 






here ->

Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
Dig deeper
PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
Directions and map

 
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