Marketing

Product Marketing

Product Marketing develops and manages the execution and communication of successful product strategies relating to Altera's customers' needs. Strategies include coordinating interdepartmental activities related to product introductions, and ongoing product line management to meet changing customer needs. Ongoing product line management can include communicating product information related to product specifications, quality, and introduction schedules, and internal and external training materials.

Product Planning

The Product Planning organization is responsible for market research and development of potential new Altera^® products. Product Planning is responsible for new product definition for product features, architectures, and performance specifications.

Software Product Planning

The Software Product Planning group develops and manages all aspects of tools products and associated strategies, including product pricing and policies, and implements development tools strategies.

This group also handles third-party relations, with a focus for Altera to fit into the customer's existing design flow, which involves developing and managing relationships with third-party EDA vendors such as Cadence, Synopsys, and Mentor Graphics. Software Product Planning interfaces with third-party partners that provide programming support for Altera products in the areas of development, specifications, and qualification of third-party programs.

Corporate Marketing

Altera's Corporate Marketing is comprised of three groups with the following responsibilities:

• Publications and Communications
  • Generates marketing documentation for Altera customers, sellers, and distributors
  • Focuses on marketing communications, technical publications, events, advertising, and literature services
  • Produces all collateral materials, generates technical documents for the customer, manages trade shows and other events, produces advertising and positioning
  • Handles literature requests from customers and sellers
• On-line Marketing
  • Drives Altera's corporate and product strategies through the web for customers, field sales organization, and employees
  • Includes web development, web programming, customer relationship management, usability, and on-line product launches areas
• Public Relations
  • Introduces products to the general marketplace worldwide
  • Supports Altera customers by ensuring that the news media and industry analysts have complete and accurate information regarding Altera's products and views on the programmable logic device (PLD) market