Introduction To Product Management 1 Introduction To Product Management
A Product Manager’s Potential Interactions Agency media department Company media department Media sales reps Suppliers Advertis-ing agency Manufactur-ing and distribution Media Trade Suppliers Premium suppliers Premium screening Store testing Sampling Couponing Research and development Promotion services Legal Product manager Packaging Fiscal Purchasing Designers Researchers Publicity Market research Sales Suppliers Research suppliers Trade
Product-Focused Structure Head of company/division Manufacturing Marketing Finance Corporate communications Marketing Research Product management Support Manager of product A Manager of product B Manager of product C
Adobe Systems Marketing Organization Product Development & Marketing Sales Corporate Communications Product Marketing Marketing Channel Merchandising Public Relations Trade Shows 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
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. Roy Roberts VP & GM, field sales service & parts John Middlebrook Support staff group directors William Lovejoy VP & GM, service parts operations Division marketing general managers (6) Regional general manager(s) Service parts organization Brand teams Brand services managers 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
Market-Focused Organization Head of the company/division Manufacturing Marketing Finance Corporate communications Manager, market A Manager, market B Manager, market C
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
Functionally-Focused Organization Head of the company/division Manufacturing Marketing Finance Corporate communications Product marketing Advertising Sales promotion Marketing research
Marketing Organization: Toy Manufacturer Vice president, marketing Marketing support Advertising and public relations Publications Merchandising Consumer administration
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
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