Location
The Doubletree Hotel
1707 Fourth St.
Santa Monica
Agenda
6:00-7:00 PM Networking
7:00-9:00 PM Dinner & Presentation
Cost
Members $35
Non-members $60
Parking
$10 Self-Parking
$12 Valet
Or Call (310) 325-4000
Members
Only:
Limited Time Offer!
All members that pre-register to attend an event in January &
February 2006, can pre-register a business associate to attend that
same event at no charge. Note: an active membership is required
to take advantage of this offer, and pre-registration of the member
and guest is required.
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IMPACT!
Sales & Marketing
Creating Market Segmentation
that Produces Results
February
16, 2006
Market
segmentation is a powerful tool for focusing scarce resources,
reducing risk and enjoying significantly above average ROI.
Unfortunately, segmentation is often done poorly. It is an afterthought,
with little time and effort devoted to it. Many find it tempting
to try to cover as much of the market as possible and hard to
say "no" to perceived revenue opportunities, even
when it results in resource dilution and eventually an unsustainable
business model. In this session, we will discuss:
-
An
approach to segmenting the market: why do it, how do you do
it?
-
Common
mistakes and pitfalls to avoid
-
Lessons
learned - what worked, what didn't and why.
This
program is designed to provide practical tools and tips, especially
for those of you who are not satisfied with the return on your
marketing and product development expenditures.
SPEAKERS:
-
Carol
Kurimsky, Vice President of Marketing, North America of Ingram
Micro.
-
Leland
Shaeffer, Managing Director of PLM Associates
ABOUT
THE SPEAKERS
Carol Kurimsky, Vice President of Marketing, North America of
Ingram Micro. She
recently served as VP Marketing at Sage Software (now Best Software),
where she spearheaded key initiatives including market segmentation.
A classically trained technology marketer, Carol began her career
at Procter and Gamble, then moved up the management ladder at
top tier marketing firms including PepsiCo and Quaker Oats before
joining Sage in 1998. Carol holds a BS in Marketing from Indiana
University and a MBA from Northwestern University. She is on
the Board of Directors of Tech Biz Connection, the Irvine Chamber
of Commerce, and Women Helping Women, a nonprofit dedicated
to helping low income women obtain the professional business
apparel and employment search support needed to attain and sustain
employment.
Leland
Shaeffer, Managing Director of PLM Associates. Lee is also
an instructor at Caltech and at USC's Marshall School for executive
programs on "Agile Product Development" and "Develop
and Market BetterProducts Faster", respectively. He brings
over 20 years practical experience to the courses, having held
senior positions in engineering and product management at companies
ranging from venture capital backed start-ups to Apple Computer,
Unisys and Imagery/Eastman Kodak. Mr. Shaeffer started his business
career at McKinsey & Company, where he specialized in product/market
strategy. In addition to being active in the Software Council
of Southern California, he is on the Board of Directors of the
Product Development & Management Association Southern California
Chapter (PDMA-SoCal) and is in the process of founding the PDMA-Los
Angeles Chapter. He holds a BS in electrical engineering from
MIT and a MBA from Stanford University.
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