1. Marketing POOPS Presentation Business X420 Spring 2001 Indiana University

4. Reinvented High-Tech Growth-oriented Caterpillar

5. What characterizes Caterpillar? We’re growth oriented –Sales: Tapping markets in Asia, Mexico, Eastern Europe and CIS –People: Countless opportunities for career development

6. What characterizes Caterpillar? We’re progressive –Team approach to projects –Technologically advanced products and services

7. We focus on Delivering superior value Customer success

8. Strong as the machines we make High velocity organization Fast, accurate response to customer needs Quick response to shifts in the marketplace Cat Global Network Employee empowerment

10. Making progress possible Construction, Mining and Agricultural Equipment Engines and Engine Systems Financial products to help Cat customers worldwide Logistics Services

11. Caterpillar Dealers: our key competitive advantage Privately owned independent businesses Operate under a Sales and Service Agreement Small in number, large in size 65 dealers in the U.S. 127 outside the U.S.

12. Product Groups Cat Dealers Marketing Divisions Customers

13. We Prepare You to Succeed

14. What is the Understanding the marketplace Product development Sales & product support Merchandising and support plans Role of Marketing?

15. of Emphasis Machines and Engines Sales and Product Support Two Main Areas

16. The Development Process Marketing Orientation Program First assignment with product group Second assignment with marketing company or product group Field representative assignment Field Representatives:

17. Function as a business consultant Ensure communications between factory and marketplace Build trust Ensure acceptance of product line Monitor customer satisfaction Ensure achievement of corporate business goals Respons i b i l i t i es Marketing Job

18. Technical/professional knowledge Business/commercial skills Interpersonal/communication skills Knowledge / Sk i lls Marketing

19. We Need People Who: BS degree in marketing, engineering or business (grade point 2.8 minimum) Sell themselves/their ideas Self-starters with proven leadership skills Communicate effectively Mechanical/commercial strengths & interests Welcome the excitement of travel and relocation

22. Questions?????

24. Product and Employment Brands are Mutually Reinforcing Product Feature Quality and Performance Value and Price Innovation and Design Image and Prestige Compensation and Benefits Product/ Company Brand Strength Company Culture and Environment Work Environment Work-Life Balance Product Brand and Its ComponentsEmployment Brand and Its Components

25. Benefit Plan Ranks in Top 50 1. Philip Morris 2. Conoco 3. Pacific Gas & Electric 4. Bristol-Myers Squibb 5. Raytheon 18. CATERPILLAR * Retirement, stock options, insurance, and health care. Source: Money Magazine

27. Strong as the machines we make Sales and profits Record sales of $19 billion Projected sales of $30 billion by year 2010, 6-7% annual growth Profits in 1997 surpassed $1 billion for third consecutive year Excellent stock performance