Introduction To Product Management

2. 1 Introduction To Product Management

3. Fiscal Sales Research and development Manufactur-ing and distribution Media Market research Legal Publicity Purchasing A Product Manager’s Potential Interactions Agency media department Company media department Media sales reps Suppliers Advertis-ing agency Trade Premium suppliers Premium screening Store testing Sampling Couponing Suppliers Promotion services Packaging Productmanager Designers Researchers Suppliers Research suppliers Trade

4. Product-Focused Structure Head of company/division Manufacturing Marketing Finance Corporate communications Marketing Research Product management Support Manager of product B Manager of product A Manager of product C

5. Adobe Systems Marketing Organization Sales Product Development & Marketing CorporateCommunications Product Marketing Marketing Public Relations Trade Shows Channel Merchandising • Specification • Positioning • Pricing • Spokesperson • Internal & External • Promotions • Advertising • Product Strategy • Product Analysis • Anything Cross • Functional • Keep communication flow going • Cross Product Programs • Road Shows • Seminars • Third Party promotions • Events • Creative Services • Channel Promotions • Channel Advertising • Coop Advertising • Organize Press Tours • Press Communications • Editorial Opportunities • Trade Shows

6. GM’s New Organizational Structure Ron Zarrella VP & group executive, North American Operations John Middlebrook VP & GM, vehicle brand marketing Phil Guarascio VP & GM, advertis-ing & corp. mktg. William Lovejoy VP & GM, service parts operations John Middlebrook Support staff group directors Roy Roberts VP & GM, field sales service & parts Regional general manager(s) Division marketing general managers (6) Service parts organization Brand services managers Brand teams Regional support manager Regional divisional marketing manager Regional service manager Regional parts manager Marketing area managers Area sales manager Area service manager Area parts manager

7. Market-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Manager, market A Manager, market B Manager, market C

8. Marketing Organization: Regional Bell Operating Company Vice president, marketing Assistant vice president, consumer marketing Assistant vice president, business marketing Assistant vice president, interindustry marketing Product management Marketing planning and product development Carrier marketing Operations and sales Product management Operator services Customer billing Operations Revenue and market forecasting Directory products

9. Functionally-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Product marketing Advertising Sales promotion Marketing research

10. Vice president, marketing Marketing support Advertising and public relations Publications Consumer administration Merchandising Marketing Organization: Toy Manufacturer

11. Restructuring the Adaptive Marketing Organization Chief Marketing Officer VP, Customer Management VP, Marketing Technology VP, Experience Design Director, Creative Development Director, Multimedia Production Director, Research Director, Cohort 1 Director, Cohort 2 Director, Marketing Asset Management Director, Customer Service Systems Director, Marketing Delivery Systems Director, Customer Database

12. Changes Affecting Product Management • The Web • Data explosion • Increased emphasis of brands • Changes in the balance of market power • Increased importance of customer retention programs • Increased global competition