Decisions regarding the tradeoff of features, customer value, and cost that appear to be correct in the product's concept stage can often emerge as incorrect late in the development process. Then, managers have to make the unenviable decisions that negatively affect the customer or the firm. Have you considered better ways to overcome this challenge in the early stages of product development?

In this Web Forum presentation, Andreas Maihoefer, a Strategic Marketing Manager with MEDRAD will explain their innovative methods for designing for gross margin and customer needs in the concept stage of new product development. He will explain how MEDRAD connects product feature decisions to price, cost and customer value for making critical tradeoff decisions. You will discover how they approach this challenge in a practical and disciplined way, and stay on target throughout the product development process.

Spend 60 Minutes with Us on Friday September 19 and You’ll Discover:

• An innovative approach for designing for target margins and customer needs in the concept stage of product development
• Tools to use to connect product features to customer value, price, and cost
• Techniques for examining where you could charge more or less
• Practices for staying on-course with the customer needs and target market throughout the development process 
• How to avoid overdesigning and underdesigning your product
• Understanding how to collaboratively make these decisions

You will have an opportunity to ask Mr. Maihoefer your specific questions on this challenge. Plus, all attendees will receive copies of the presentations slides. PSN Members will be able to access the presentation with audio recording from the PSN Member Exchange.

About the Speaker - Andreas Maihoefer

Andreas Maihoefer is the Strategic Marketing Manager in the Cardiovascular Division of MEDRAD which makes medical devices used in imaging of the human body.  He leads a team of marketing and clinical specialists responsible for portfolio planning and product development.  Mr. Maihoefer manages marketing efforts in product development from identification of market opportunities, voice-of-customer work, establishing customer requirements, setting price and cost targets, through to commercialization strategies.

Prior to joining MEDRAD, he was the Global Marketing Manager for CardiacAssist where he guided the marketing and commercialization activities for the TandemHeart Percutaneous Ventricular Assist Device. Earlier, Mr. Maihoefer held various Sales and Marketing positions in Germany for 3M Cardiovascular Systems Europe and Terumo Cardiovascular Systems Europe.  Among these were managing sales and marketing in the Middle East and Africa Region for 3M CVSE as well as leading marketing operations for the European organization of Terumo CVSE.

Fees

Free for PSN Members. (See PSN Membership to join.)

$75.00 with early registration on/before Monday September 15. $90.00 for non-members.

PSN Member Registration:
PSN Members can register online

Non- Member Registration:
Non-members can register and pay online with credit card (VISA, MasterCard and American Express are accepted.)

After you register, you will receive further details for participating in this Web Forum event and a PDF receipt. 


Participation

After registering for the Web Forum, you will receive a confirmation e-mail from our web conferencing service - GoToWebinar by Citrix Online.

Reminder e-mails will be sent one day and one hour prior to the start time of the web forum. The e-mails will include a URL, webinar ID, conference call phone number, and access code. You can also login from the GoToWebinar website.

If you do not receive these e-mails, check your e-mail spam folders or contact us at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it  or the phone number below.

You do not need to install any software to participate. PC users need Internet Explorer 5.0 or later, Netscape Navigator 6.0 or later or Mozilla Firefox 1.0 or later; an internet connection; a Pentium 400 with 256 MB RAM (recommended); and Java Virtual Machine (recommended.) Macintosh users need Mac OS X 10.3.9 (Panther) or newer; Safari 1.3 or newer, Firefox 1.5 or newer on PowerPC G3/G4/G5 of Firefox 1.5.0.2 or newer on Intel (JavaScript and Java enabled) and internet connection.

You can login and dial-in up to 15 minutes prior to the start time.

Cancellations

A full refund will be provided if you miss the Web Forum event and request a refund in writing within 24 hours after the event. But, before you request a refund, you may wish to receive access to the recorded presentation including audio up to 30 days after the Web Forum event. With a recorded presentation, you can stop, start, rewind or fast forward the presentation at any time.

Write to us at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .

Questions:

Contact the PSN by e-mail at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , or by phone: 1-888-580-3329, ext. 2.

When:

September 19, 2008

Time: 12 Noon U.S
Eastern Time
Duration: 60 minutes
including Q&A.

Where:

Your Desktop!
All of our web forum presentations are delivered through your web browser.

Who Should Attend?

This Web Forum is ideal for practitioners who are responsible for planning and designing new products and/or managing their development.  

Fees:

Free for PSN Members!

$75.00 with registration by September 15. $90.00 thereafter.

Registration closes
at 9 a.m. U.S. Eastern Time on September 19th 

PSN Member Registration:



Non- Member Registration:

 

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