2. Introduction To Product Management1
Introduction To
Product Management

3. 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

4. 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

5. 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

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.
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

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

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

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