This document discusses concepts related to product management and marketing organization structures. It provides an overview of course objectives focused on branding principles and strategies. It also describes the responsibilities of a product manager and their potential interactions. Additionally, it evaluates the advantages and disadvantages of different marketing organization structures like product-focused, market-focused, and functionally-focused. Key factors that affect category attractiveness are also outlined.
5. A Product Manager’s Potential Interactions Designers Researchers Premium suppliers Premium screening Store testing Sampling Couponing Advertis-ing agency Packaging Promotion services Product manager Suppliers Trade Suppliers Trade Research suppliers Suppliers Agency media department Company media department Media sales reps Sales Media Purchasing Publicity Legal Fiscal Market research Manufactur-ing and distribution Research and development
6. Product Vs. General Marketing Product Management General Marketing Scope of Responsibility Narrow Broad Nature of decision making Tactical Strategic Time Horizon Short run Long Run
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8. Product-Focused Structure Head of company/division Corporate communications Finance Marketing Manufacturing Manager of product A Manager of product C Manager of product B Marketing Research Support Product management
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10. Market-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Manager, market B Manager, market A Manager, market C
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12. Marketing Organization: Regional Bell Operating Company Assistant vice president, consumer marketing Product management Operations and sales Customer billing Revenue and market forecasting Assistant vice president, business marketing Marketing planning and product development Product management Operations Directory products Assistant vice president, interindustry marketing Carrier marketing Operator services Vice president, marketing
13. Functionally-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Advertising Product marketing Sales promotion Marketing research
22. Category Attractiveness over the Product Life Cycle Stage of product life cycle Category size Category growth Category attractiveness Introduction Small Low Low Growth Moderate High High Maturity Large Low Low/high Decline Moderate Negative Low Sales Time
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