Marketing Products and Services in Mature Markets - 2015 - San Francisco

Sheraton Fisherman's Wharf Hotel
2500 Mason Street, San Francisco, CA 94133
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Marketing Products and Services in Mature Markets

Winning Strategies for Mature Markets

Listen to a sneak peek Marketing Products and Services in Mature Markets Podcast by instructor Don Sexton, Professor of Decisions, Risk, and Operations and Professor of Marketing, Columbia University

Download Marketing Products and Services in Mature Markets Brochure >>

Achieving business objectives in mature markets can be difficult.  In mature markets, competitors are battle-tested and customers are super savvy.   Business success requires powerful marketing strategies and precisely targeted marketing programs, all well-executed.

This program provides marketing managers with a solid foundation of marketing concepts and approaches that lead to success in mature markets.  Participants learn systematic and effective techniques, proven in practice, for developing and designing mature market strategies.  Both product and service and B2C and B2B situations are explored.

Questions addressed during the program include:

  • What are the key characteristics of mature markets and how do they impact marketing strategy?
  • How must one rethink targeting and positioning?
  • How can branding be managed to secure business objectives in mature markets?
  • How should one manage pricing and communications in mature markets?
  • How can one prolong the life cycle of a product or service?
  • What are effective strategies for defending against competitors?
  • What are the appropriate financial objectives for businesses in mature markets?
  • What metrics should be tracked to monitor mature markets?

The program begins by focusing on how markets change over time: How competitive conditions can change and lead to the special characteristics of mature markets.   In turn, we examine how those market changes may lead to necessary changes in marketing strategies, programs, and objectives. 

We explore winning strategies for mature markets.  Participants learn systematic approaches for developing strategies that are effective in achieving marketing and financial objectives.  We consider strategic issues for mature markets such as re-segmenting and re-positioning.  We discuss how to manage branding situations such as rejuvenation and extension.  We consider marketing program issues such as precision pricing and communications. 

Throughout the program, we examine metrics that can provide steering control in mature markets – estimates of the financial impact of our marketing actions before we implement those actions.

Lecture/discussions, short cases, and hands-on planning exercises are used throughout the day to make the marketing concepts clear and vivid and to show how to apply them in real-life mature market situations.

Marketing Products and Services in Mature Markets – Learning Objectives

  • Learn how to achieve business success in mature markets.
  • Understand the special competitive characteristics of mature markets.
  • Learn proprietary planning techniques for developing successful marketing approaches to mature markets.
  • Consider alternative winning strategies for mature markets.
  • Review the key components of a marketing strategy and how they must work together.
  • Examine how branding affects mature market success.
  • Understand how to cope with intense competition regarding product attributes, pricing, and communications during the mature market stage.
  • Learn how to defend against competitors.
  • Examine metrics that predict the financial consequences of marketing activities.

Marketing Products and Services in Mature Markets – Who Should Attend

  • Marketing managers who wish to develop strategies to improve their financial results in mature markets.
  • Finance managers concerned with financial results from products and services in mature markets.
  • Branding, pricing, and communications managers who want to improve the performance of their strategies during mature market conditions.
  • Market researchers who want to develop metrics for evaluating performance in mature markets.

Marketing Products and Services in Mature Markets – Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after January 16, 2015.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Marketing Products and Services in Mature Markets – About the Instructor
Don Sexton

Marketing Products and Services in Mature Markets - Agenda

8:00 – 8:30 AM   Registration and Continental Breakfast
8:30 AM – 5:00 PM Program (Includes lunch and morning/afternoon breaks)

The session is interactive throughout the day with short cases as exercises.



Course Introduction, Overview, and Goals

 Understanding the Competitive Life Cycle

  • How does the competitive environment change
  • Stages in the competitive life cycle and how to recognize them
  • Winning strategies
  • Capabilities of winning organizations
  • Managing the life cycle
  • Summary

Marketing Strategies for Mature Markets

  • Key characteristics of mature markets
  • The mature market strategy
  • Determining business objectives for mature markets
  • Targeting customers in mature markets
  • Positioning products or services for mature markets
  • Programs for mature markets (pricing, communications)
  • Summary


Branding Strategies for Mature Markets

  • What is a brand?
  • Key components of a brand and how to manage them
  • Reinforcing a blurred brand
  • Rejuvenating a tired brand
  • Extending a brand to other products or services
  • Transporting a brand to other markets
  • Developing a fighting brand
  • Summary

Monitoring Mature Market Strategies

  • Marketing metrics
  • Advantages and disadvantages
  • Metrics for achieving “steering control” over marketing decisions
  • Summary

Concluding Remarks

Next Steps

Registration is not available at this time.

Training Series Location 
Sheraton Fisherman's Wharf Hotel
2500 Mason Street
San Francisco, CA 94133
Phone: 1 415.362.5500

Experience a feeling of welcome unlike any other at the newly-renovated Sheraton Fisherman’s Wharf Hotel. Having just complete
d a $33 million renovation, this amazing hotel has unveiled a whole new look at San Francisco’s famous Fisherman’s Wharf. Centrally located in one of San Francisco’s most popular neighborhoods, the hotel is close to all the major attractions such as Pier 39, Ghirardelli Square, Alcatraz Island, and much more.
Enjoy the light-hearted, yet sophisticated ambiance and colorful, yet peaceful décor. Relax with a cocktail in the outdoor living room, complete with fire pits. Take a swim in the outdoor pool or work out in the fitness room.

Rates: $159.00 single/double occupancy (plus applicable state and local taxes, currently 16.35%, which are subject to change without notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of special rates available.


Or call 1 888.627.7024 and reference AMA Products and Services in Mature Markets to make reservations. The cut-off date for reservations is January 6, 2015. After January 6, 2015, reservations will be accepted based on availability and at the prevailing rate. 

n order to confirm a reservation, the hotel will require a credit card or first night’s room and tax deposit, refundable up to 6:00 p.m hotel time on the day prior to arrival. Cancellations made after 6:00 p.m. on the day prior to arrival and no-shows will forfeit the initial deposit of 1 night’s room and tax. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions and Events
Please visit San Francisco Travel Association for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.  
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

From the East
Take Interstate 80 to the Bay Bridge. Exit at Fremont Street and turn left; proceed to Howard. Turn right on Howard and continue to Embarcadero. Turn left onto Embarcadero and continue to Northpoint. Turn left onto Northpoint; the hotel is located on the right.

From North
Take the Golden Gate Bridge/Highway 101 South to the Marina Boulevard Exit. Turn left onto Bay Street and proceed one mile. Turn left onto Mason Street, continue for one block, and turn right onto Northpoint. The hotel entrance will be located on the left.

From the Cliff House (West)
Take Geary Boulevard and turn left onto Van Ness Avenue. Proceed approximately 0.5 miles, and then turn right onto Northpoint. Continue for seven blocks to the hotel. The hotel is located at the corner of Northpoint Street and Mason Street.

From South
Take Highway 101 North to Interstate 280 North. Follow I-280 until it turns into King Street, then Embarcadero. Continue for two miles, and then turn left onto Northpoint. The hotel entrance is located between Powell and Mason, on the right.

From San Francisco - SFO 
Estimated taxi fare: $55.00-$60.00 one-way

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call 1 800 BLUE VAN (1 800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK 
Estimated taxi fare: $75.00 one-way 

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel
Self-parking is available at the hotel for $50.00 plus tax per night. Valet is available for $55.00 plus tax per night. Please note that oversize vehicles will be charged $59.00 plus tax per night. Rates are subject to change without notice.

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Corporate Training


 Upcoming Training Events


 Professional Certification


Take advantage of the AMA's Professional Certified Marketer program and showcase your superior marketing knowledge.