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Who Is Going To Buy The Darn Thing?
 

Who Is Going To Buy The Darn Thing?
Invest More In Marketing Than In Engineering To Find Out!

Institute of Electrical and Electronic Engineers (IEEE)
Proceedings of the IEEE Electro International
By Ralph E. Grabowski

 
Table of Contents

   Abstract
1 The evidence is in
2 Who needs Marketing?
3 Exactly how much is "more" Marketing?
4 Avoid the pitfalls of the flaming failures
5 Do what the super successes do
6 Go for it!
7 Implications for technology-based enterprises
8 Summary
9 References
   Figures
   About the author

   PDF reprint -  28 pages, 0.7 MB
   PDF 2-page abstract with summary of the data - 0.3 MB

 

Published papers
  9 - References
Click the reference number to return to the text passage.
 

(1) Ralph E. Grabowski, "Invest MORE IN MARKETING Than In Engineering For Success," MIT Enterprise Forum Fall Workshop, Entrepreneurial Marketing and Sales (MIT: October 22, 1994).

(2) Grabowski, "Marketing/Engineering Investment Ratio™, a Measure of Success," WPI Venture Forum (Worcester: March 15, 1994).

(3) "Sinking Machines ... Lack of Market Vision Blamed in Fall," Boston Globe (September 6, 1994).

(4) Kathryn Wardrop, "GCA Corporation Background," GCA press release (November 9, 1981).

(5) Grabowski, "Who Is Going To Buy The Damn Thing?" Boston University guest lecture, Master's program in Administration with concentration in Innovation and Technology, Starting and Managing New Ventures (Boston: March 2, 1995) 4.

(6) Grabowski, "Is Anybody Going To Buy The Darn Thing?  Invest MORE IN MARKETING Than In Engineering To Find Out!"  IEEE Merrimac Valley Chapter (North Andover: March 13, 1995).

(7) Stanley N. Lapidus, "The Importance of Marketing," Starting and Running a High Tech Company, MIT Enterprise Forum annual entrepreneurship course (MIT: January 20, 1994).

(8) Wall Street Journal (August 13, 1990).

(9) Albert D. Ehrenfried, "Market Development - the Neglected Companion of Product Development,"  IEEE Western Electronic Show and Convention (WESCON) (San Francisco: August 24-26, 1955) 1-2.  Extended excerpt with permission.

(10) "Planning Products for Profit," The New England Council (Boston: 1953).

(11) Pierre Lamond, "Who Will Survive the Microchip Shakeout," Fortune (January 6, 1986) 82.

(12) MacRae Ross, "Seventeen Deadly Marketing Mistakes," Sixth Annual Conference of the Society of Competitive Intelligence Professionals (SCIP) (New Orleans: March 7, l991).

(13) Michael Nevins, "Marketing Excellence Takes a Total Commitment," Electronic Business (June 15, 1984) 88.

(14) Nevins 90.

(15) R.D. Crisp, "Company Practices in Marketing Research," American Management Association (AMA) (New York: 1953).

(16) Ehrenfried 3-8.

(17) Ehrenfried 18.

(18) "American Electronics Association Operating Ratios Survey," (Santa Clara: annually).  American Electronics Association (AEA) 5201 Great America Parkway, P.O. Box 54990, Santa Clara, CA 95056-0990, 408-987-4200, 800-284-4232.

(19) Grabowski, "Marketing, Promotion, and Selling," MIT Enterprise Forum Spring Workshop, How To Create a Successful New Business (MIT: April 4, 1992) 8.

(20) Stanley R. Rich, "How To Create a Successful New Business," First Annual MIT Enterprise Forum Spring Workshop (MIT: April 4, 1992).

(21) Grabowski, "MARKETING for Emerging Businesses," Emerging Business Conference, IEEE Proceedings Electro/94 (Boston: May 10, 1994) 14-15.

(22) "High Technology Marketing," sponsored by the IEEE Entrepreneurs' Network, IEEE Electro/95 Session C2 (Boston: June 21, 1995).

John Facella, "Marketing Segmentation - First Choose your Profitable Niche"
James H. Geisman, "Cross the High Tech Product Chasm"
Franklin Cooper, "Research the Few Key Features Users Really Want - and Save Engineering Effort"

(23) Grabowski, "Bringing High Tech Products to Market," Federal High Tech '91 Conference, The National Science Foundation (NSF) (Boston: November 28-29, 1990).

(24) Grabowski, "What is Marketing, Anyhow?"  IEEE Proceedings Electro/88, Lead Tutorial of both the Professional Program, and of the featured sequence, "Marketing," Tutorial 1/1 (Boston: May 10, 1988) 1-16.

(25) Grabowski, lead organizer of  "MARKETING," 22 speakers, a featured sequence of Tutorials and Sessions, IEEE Proceedings Electro/88, Tutorials 1, 9, 37; Sessions 7, 13, 25 (Boston: May 10-12, 1988).

(26) Grabowski, "High Tech Marketing and Sales," Starting and Running a High Tech Company, (MIT: January 19, 1995).

(27) Matthew K. Haggerty, Karen Mathiasen Esq., Grabowski, Marcia J. Hooper, Peter A. Quigley, Bardwell C. Salmon, and Dr. Barry Unger, "Starting and Running a High Tech Company," (MIT: January 17-20, 1995).  MIT Enterprise Forum, 28 Carleton Street, Building E32-328, Cambridge MA 02139-4307, (617) 253-8240.

(28) Robert L. Kern, former CFO, Hampshire Instruments, private communication (April 10 and 25, 1995).

(29) Thomas E. Leonard, member of Varian Associates' marketing and sales team in 1969, now the President of Alpha Industries, private communication (April 19, 1995).

(30) Grabowski, "BIG TICKET SELLING, and Its Special Needs - with Case Study of Semiconductor Capital Equipment," Fifth Annual Sales & Marketing Software Conference, (Babson College, Wellesley: March 13, 1990) 2-3.

(31) Aubrey C. (Bill) Tobey, former Vice President - Group Marketing, GCA, private communication (September 9, 1994).

(32) "GCA Reports $116M Loss in 4th Quarter," Electronic News (April 21, 1986).

(33) Craig Stedman, "GCA Ousts CEO, Agrees to $15 Million Credit Line," Electronic News (March 10, 1986).

(34) "GCA Completes Sale of Instruments Unit," Electronic News (June 9, 1986).

(35) Tobey, private communication (April 18, 1995).

(36) Boston Globe (September 9, 1994).

(37) Gary Rancourt, Core Products Marketing Manager, Thinking Machines, private communication (October 7, 1994).

(38) Richard Clayton, President, Thinking Machines, interview at Thinking Machines (December 21, 1994).

(39) Peter Schnorr, Senior Vice President, Operations, Kendall Square Research (KSR) private communication (May 5, 1995).

(40) Linda Mason Garverick, Ph.D., President, Essential Research, private communication (February 11, 1994).

(41) Grabowski, "High Tech Marketing and Sales," (1994) 6.

(42) David Card, "Why Keithley Instruments Hides in the Shadows," Electronic Business (October 15, 1989) 88.

(43) Joseph P. Keithley, Chairman of the Board, and Thomas G. Brick, President and Chief Executive Officer, Keithley Instruments 1992 Annual Report (Cleveland: 1992) 2-3.

(44) David A. Brock, Director of Sales and Service, interview at Keithley Instruments' headquarters in Cleveland, Ohio (December 14, 1993).

(45) Joseph F. Keithley, Founder, interview at Keithley Instruments' headquarters in Cleveland, Ohio (December 14, 1993).

(46) Arthur A. Boni, Ph.D., former President and CEO, PSI Environmental Instruments, and former Vice President, Physical Sciences, Inc. (PSI), private communication (April 29, 1995 and May 1, 1995).

(47) George Caledonia, President, Physical Sciences, Inc. (PSI) private communication (May 1, 1995).

(48) James R. Engel, President, Optra, private communication (October 5, 1993 and February 15, 1994).

(49) Grabowski, "Raising Capital for a New Venture," Automated Imaging Association (AIA) Business Conference (San Diego: February 26, 1993).

(50) Lapidus, "Marketing, the Bridge for Growing from Engineer to Entrepreneur," Starting and Running a High Tech Company (MIT: January 19, 1995).

(51) Grabowski, "Market Research BEFORE There's a Market - or perhaps even a product," SBIR Briefing - From Concept to Commercialization (Cambridge: April 13, 1993).

(52) Grabowski, "Marketing - Essential for Success," IEEE Entrepreneurs' Network, 1992-1993 Entrepreneurial Sequence (Waltham: October 6, 1992).

(53) Grabowski, "Market Identification," WPI Enterprise Forum (Worcester: December 8, 1992).

(54) Grabowski, "Bottoms-up Market Research," MIT Sloan School of Management guest lecture, MBA program, New Enterprises (MIT: October 16, 1990).

(55) Grabowski, "Trend Analysis," The New England Business Conference (Boston: May 10, 1989).

(56) Walt Bogdanich, "Lax Laboratories: Hurried Screening of Pap Smears Elevated Error Rate of the Test for Cervical Cancer," Wall Street Journal (November 2, 1987) 1.

(57) Bogdanich, "Physicians' Carelessness With Pap Tests is Cited in Procedure's High Failure Rate," Wall Street Journal (December 29, 1987) 1.

(58) Senator Edward Kennedy, "Medical Testing Improvement Act of 1988," Report 100-561 (United States Congress: September 26, 1988) 2.

(59) Bogdanich, "Clinical-Lab Tests Studied by Panels in House, Senate" Wall Street Journal (December 18, 1987) 1.

(60) "Clinical Laboratory Improvement Amendments of 1988," Senate and House of Representatives of the United States of America in Congress, Public Law 100-578 (Washington: October 31, 1988).

(61) Grabowski, "BARE BONES Market Research," Boston University guest lecture, Master's program in Administration with concentration in Innovation and Technology, Planning and Operating New Ventures (Boston: October 4, 1993).

(62) Carrie Gottlieb, "Unmasking Cervical Cancer," Fortune (February 21, 1994) 89.

(63) Gordon P. Sharp, "Funding: Trick or Treat,"  MIT Enterprise Forum Fall Workshop (MIT: October 31, 1992).

(64) "The 500 Fastest Growing Privately Held Companies," INC Magazine (1991, 1992, and 1993).

(65) Jerome J. Schaufeld, COO, Phoenix Controls, private communication (May 10, 1995).

(66) Sharp, President, Phoenix Controls, private communication (August 21, 1990).

(67) Wendy Goldman Rohm, "Intuit Deal OK May Cost Microsoft," Boston Globe (April 21, 1995).

(68) Stephen Robbins, "War Stories from Entrepreneurs," Starting and Running a High Tech Company (MIT: January 20, 1994).

(69) Beppe Crosariol, "Analysts Shrug Off US Suit Blocking Microsoft Merger," Boston Globe (April 29, 1995).

(70) Robbins, former Intuit engineering manager, private communication (May 4, 1995).

(71) Jonathan D. Harber, "War Stories from Entrepreneurs," Starting and Running a High Tech Company (MIT: January 20, 1994).

(72) Caryn L. Collette, Molten Metal Technology, letter (April 3, 1995).

(73) Mark Maremont, "The Hot Tandem At Molten Metal," Business Week (June 27, 1994).

(74) John H. Sheridan, "Technology of the Year, Molten Metal Technology," Industry Week (December 20, 1993).

(75) Ronald Rosenberg, "Taking A (Really) Hot Bath," Boston Globe (July 7, 1993).

(76) Elizabeth Corcoran, "A Waste Not, Want Not Goal," The Washington Post (February 22, 1994).

(77) John T. Preston, Director of Technology Development, MIT Technology Licensing Office, private communication (September 12, 1994).

(78) Molten Metal Technology, 1994 Annual Report (Waltham: 1995) 1.

(79) Molten Metal Technology, 1993 Annual Report (Waltham: 1994) 15.

(80) Molten Metal Technology, 1994 Annual Report 18.

(81) Preston, Board of Directors, Molten Metal Technology, private communication (April 3, 1995).

(82) Adrienne Pierce, Molten Metal Technology, letter (March 1, 1995).

(83) Preston, private communication (April 3, 1995).

(84) Ian C. Yates, Ph.D., Vice President, Sales and Market Development, Molten Metal Technology, letter (November 14, 1994).

(85) Yates, private communication (February 28, 1995).

(86) Molten Metal Technology, SEC Form 10-K, fiscal year ended December 31, 1994 (Waltham: 1995) 5-6.

(87) John Holusha, "From Firewood to Environmental Empire in 14 Years," The New York Times (June 26, 1994).

(88) Molten Metal Technology, 1993 Annual Report 11.

(89) Rosenberg, "Molten Metal In Joint Pact," Boston Globe (August 10, 1994).

(90) Molten Metal Technology, 1994 Annual Report 15.

(91) Vice President and General Manager, Varian Associates, Vacuum Products Division, name withheld by request, private communication (August 30, 1993).

(92) Grabowski, "Marketing ---> into ACTION,"  Boston University guest lecture, Master's program in Administration with concentration in Innovation and Technology, Promotional Strategies (Boston: July 21, 1993).

(93) Wendy Frieman, Grabowski, Geisman, and Steven S. Beitler, "Global TECHNOLOGICAL Competition," Sixth Annual Conference, Society of Competitive Intelligence Professionals (SCIP), (New Orleans: March 7, l991).

(94) Clarkson, Doeringer, Grabowski, and Pankey,  "INTERNATIONAL BUSINESS - and the Workforce in the Year 2000," Boston University School of Management, (Boston: February 3, 1993).

(95) "Planning and Financing for the Entrepreneurial Company," (New York: Price Waterhouse, 1990) 70.

(96) Grabowski, "How To Get TECHNOLOGICAL Competitive Intelligence," Society of Competitive Intelligence Professionals (SCIP) (New York: October 21, l991).  Joint SCIP and American Marketing Association (AMA) Workshop (Waltham: March 16, 1993).

(97) Grabowski, "Becton Dickinson Medical Systems - a Marketing Restart Case Study," MIT Sloan School of Management, guest lecture, Management of Technology MBA Program (MOT), Marketing Management (MIT: March 1, 1993, and February 24, 1992).

(98) Grabowski, "PRODUCT SPECS - One Customer at a Time," Boston College guest lecture, Wallace E. Carroll School of Management, Management of Technology MBA, Strategic Management of Technology and Innovation (Chestnut Hill: March 2, 1993, October 27, July 15, and March 3, 1992).

(99) Boni, private communication (April 29, 1995).

(100) John H. (Jack) Derby, III, former President, Litton Medical Systems, successor to Becton Dickinson Medical Systems, letter (February 17, 1994).

(101) Robert L. Doretti, President and Chief Executive, Thinking Machines, private communication (April 19, 1995).

(102) Brock.

(103) Engel, private communication (April 13, 1995).

(104) Kern, private communication (April 25, 1995).

(105) Nevins 88-92.

(106) Kern.

(107) Gordon B. Baty, Ph.D., Zero Stage Capital, interview at Zero Stage Capital (December 9, 1994).

(108) Nevins 92.

(109) Vice President and General Manager, Varian Associates, interview at Varian Associates (August 16, 1993).

(110) Nevins 94.

 

 
 
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