1. 1-1

2. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 1 Introduction To Product Management

3. 1-3 A Product Manager’s Potential Interactions Sales Designers Researchers Premium suppliers Premium screening Store testing Sampling Couponing Media Advertis- ing agency Packagin g Promotion services Purchasin g Publicity Legal Fiscal Market research Manufactur- ing and distribution Research and development Product manager Suppliers Trade Suppliers Trade Research suppliers Suppliers Agency media department Company media department Media sales reps

4. 1-4 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

5. 1-5 Adobe Systems Marketing Organization Product Marketing Marketing Public Relations Trade Shows Channel Merchandising Product Development & Marketing Sales Corporate Communications - 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 - - Trade Shows- Organize Press Tours - Press Communications - Editorial Opportunities - Channel Promotions - Channel Advertising - Coop Advertising

6. 1-6 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) Marketing area managers Area service manager Regional divisional marketing manager Service parts organization Brand services managers Brand teams Division marketing general managers (6) Area parts manager Area sales manager Regional service manager Regional support manager Regional parts manager

7. 1-7 Market-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Manager, market B Manager, market A Manager, market C

8. 1-8 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

9. 1-9 Functionally-Focused Organization Head of the company/division Manufacturing Marketing Corporate communications Finance Advertising Product marketing Sales promotion Marketing research

10. 1-10 Marketing Organization: Toy Manufacturer Vice president, marketing Marketing support Advertising and public relations Publications Merchandising Consumer administration

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

12. 1-12 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