Documente Academic
Documente Profesional
Documente Cultură
1-1
Review
1-3
Key Concepts of Marketing
1-5
Strategic Marketing Management Model
Business
GOAL
Internal Resources External Forces
Marketing
Objectives & Strategies
Marketing Operation
Objectives and Strategies
Marketing Mix
Marketing Operation Action Plan
Strategy Execution
1-7
External Factors
Market environment.
Market potential
Consumers ( who consumes end-product)
Market’s distribution system.
Competition
Related government’s rules and
regulations.
Relevant economic factors
International factors
1-8
1-9
Lehman & Winer,
Product Management, 4th Edition
1-10
Chapter 1
Introduction to
Product
Management
1-11
A Product Manager’s Potential Interactions
Agency media department
Company media department
Suppliers Media sales reps
Advertis-
Trade Manufactur ing
-ing and agency Media
Suppliers Premium
distribution suppliers
Research Premium
and Promotion screening Store
development services testing Sampling
Couponing
Product Packagin
Legal
manager g
Designers
Purchasin Researchers
Fiscal g
1-12
Product Management
VS General Marketing
Management
Product Management Marketing
Management
1-13
Product-Focused Structure
Head of
company/division
Marketing Product
Support
Research management
1-14
Example: Adobe Systems Marketing Organization
Product
Sales Corporate
Development
Communications
& Marketing
- Specification - Cross Product Programs - Channel Promotions - Organize Press Tours - Trade Shows
- Positioning - Road Shows - Channel Advertising - Press Communications
- Pricing
- Seminars - Coop Advertising - Editorial Opportunities
- Spokesperson - Third Party promotions
Internal & External - Events
- Promotions - Creative Services
- Advertising
- Product Strategy
- Product Analysis
- Anything Cross
Functional
- Keep communication
flow going
1-15
Example: GM’s New Organizational Structure
Ron Zarrella
VP & group executive, North American Operations
John Middlebrook Phil Guarascio Roy Roberts John Middlebrook William Lovejoy
VP & GM, vehicle VP & GM, advertis- VP & GM, field Support staff group VP & GM, service
brand marketing ing & corp. mktg. sales service & parts directors parts operations
Division marketing
Regional general Service parts
general managers
manager(s) organization
(6)
Regional Regional
Brand services Regional Regional
Brand teams support divisional
managers service parts
manager marketing
manager manager
manager
Marketing area
managers
1-16
Market-Focused Organization
Head of the
company/division
Corporate
Manufacturing Marketing Finance
communications
1-17
Example: Regional Bell Operating Company
Revenue and
Directory products
market forecasting
1-18
Functionally-Focused Organization
Head of the
company/division
Corporate
Manufacturing Marketing Finance
communications
1-19
Example : Marketing of Toy Manufacturer
Vice president,
marketing
Marketing
support
Advertising and
public relations
Publications
Consumer
administration
Merchandising
1-20
Restructuring the Adaptive
Marketing Organization
Director, Director,
Director, Director, Director, Creative Multimedia
Research Cohort 1 Cohort 2 Development Production
1-21
Changes Affecting Product
Management
The Web
Data explosion
power
Increased importance of customer
retention programs
Increased global competition
1-22
Chapter 2
Marketing
Planing
1-23
Marketing Plan
1-24
Objectives of a Marketing Plan
1-25
Frequent Mistakes in the Planning
Process
The speed of the Process
The Amount of Data Collected
Who does the Planning?
The Structure
Length of the Plan
Number of Courses of Action Considered
Who Sees the Plan
Not Using the Plan as a Sales Document
Insufficient Senior Management
Leadership
Not Tying Compensation to Successful
Planning Efforts
Frequency of Planning
1-26
Marketing Planning Sequence
Update
historical
data
Collect
current
situation
data
Data
analysis
Develop
objectives,
strategies,
programs
Develop
financial
document
Negotiate
s
final plan
Measure
progress
toward
objectives
Audit
1-27
Marketing Plan Summary
I. Executive summary
II. Situation analysis
A. Category/competitor definition
B. Category analysis
C. Company and competitor analysis
D. Customer analysis
E. Planning assumptions
1-28
Marketing Plan Summary (cont.)
I. Objectives
II. Product/brand strategy
III. Supporting marketing
programs
IV. Financial documents
V. Monitors and controls
VI. Contingency plans
1-29