Thriving in an Automotive Marketing Revolution Presented
4 November 1998
The Detroit Chapter of the American Marketing Association Presents Thriving in an Automotive Marketing Revolution
DETROIT, Nov. 3 -- Do you need to know which trends are hot
in the current and coming automotive marketplace? Then don't miss the second
annual automotive marketing conference presented by the Detroit Chapter of the
American Marketing Association. The conference will be held on Tuesday,
Nov. 17 from 8 a.m. through 3:30 p.m. at the Atheneum Hotel in Detroit's
Greektown.
Learn more about revolutionary trends such as how customer information
will be used to drive manufacturing, how manufacturers will grow "Top Line"
sales, what impact eCommerce will have on automotive marketing, the art and
science of effectively using automotive marketing research, what lessons
automotive marketers can learn from the packaged goods industry and finally
perspectives from the manufacturers themselves.
Scheduled conference keynote speakers include:
-- John J. Ferron is a Partner and Automotive Theater Leader, Americas for
Pricewaterhouse Coopers LLP. Ferron's efforts span the entire distribution
chain from suppliers to vehicle assemblers to retailing. He is an author,
lecturer, commentator, lawyer, and an industry thought leader. Ferron will
discuss the issues surrounding the Automotive Marketing Revolution including
incentives, branding, and ERP convergence or the ability to transmit customer
data completely back through the planning and manufacturing end of the
business.
-- Richard D. Recchia is the retired Vice Chairman of Mitsubishi Motor
Sales of America, Inc. Recchia has been a key figure in MMSA's growth since
the company began its U.S. operations in 1982. His company vision has brought
an increased "Americanization" effort to MMSA, which includes a wholly owned
manufacturing facility, more than 500 dealers nationwide, a dealer facility
investment program and captive finance company. As a noted industry
spokesman, Recchia is uniquely qualified to comment on the changing state of
the automotive market place.
-- Lee Sage is Ernst & Young's Global Leader of Automotive Industry
Services. Sage focuses on helping his manufacturer clients increase
shareholder value by accelerating growth, and by improving quality and
operations. He is co-creator and co-sponsor of the Automotive News PACE
Awards, now in its fourth year, which recognizes innovative practices among
automotive suppliers. Sage will make the case that while emphasis and
pressure on cost reduction continues, the real energy and priority is on the
"Top Line" sales. To grow the business, relationships need to be enhanced,
account teams and plans established and services delivered.
-- Leonard Sherman is a Partner of Andersen Consulting, heading the firm's
Global Strategic Services Practice in Products industries: Automotive &
Industrial Equipment, Travel & Transportation Services, Food & Consumer
Package Goods, Retail and Pharmaceuticals/Medical Products. Sherman's
presentation will explore the impact and likely evolution of eCommerce on
automotive marketing and how it will change the rules for key stakeholders. A
demonstration of future automotive Internet capabilities will vividly
illustrate how eCommerce will drive the automotive marketing revolution in the
years ahead.
Breakout sessions will be led by the following scheduled marketing
experts:
-- John Bissell is Managing Partner of Gundersen Partners, LLC, an
executive search and management consulting firm which works exclusively in
marketing. With executive level experience at firms including The Stroh
Brewery Company, Frito-Lay and Procter & Gamble, Bissel will offer insights
relative to what lessons automotive marketers can learn from the experience of
other consumer products and services.
-- Robert W. Kahle, Ph.D., is a research consultant and founder of Kahle
Research Solutions Inc. Kahle focuses on qualitative and quantitative
research design and analysis. He will make the case for effectively using
focus groups and other qualitative techniques while arguing that truly
excellent marketing research must combine art with science and subjectivity
with objectivity.
How to Register
-- For more information call 810-447-2683
-- Time: 8 a.m.-3:30 p.m. (Continental Breakfast and Lunch provided)
-- Place: Atheneum Hotel, 1000 Brush Ave., Detroit (in Greektown)
-- Registration costs:
-- $120 for AMA Members and Affiliate Members (Society of Automotive
Analysts and Direct Marketing Association of Detroit).
-- $160 for Non-Members.
-- $80 for students. Must show valid student I.D.
-- Tables of ten are $1,000.
-- Registration deadline is Nov. 12.
-- Cancellations received in writing by Nov. 12 will receive a full
refund. No refunds will be made after Nov. 12.
This conference is brought to you by the Detroit Chapter of the American
Marketing Association and sponsored by The Polk Company and Urban Science
Applications, Inc.