Chapter 1 Powerpoint MRKT 317 updated

Chapter 1 - Function is decentralized Customers have similar needs Marketing Organization Toy Manufacturer Easy with more products THREE DIFFERENT

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Chapter 1 Tuesday, January 13, 2009 2:22 PM   Product Manager is responsible for:   1. Name 2. Package 3. Customer 4. Channel 5. Promotion 6. Development 7. Advertising   Product manager will NOT decide dropping or adding products   Product manager deals more with PRICE Marketing managers deal with CAMPAIGN   PRODUCT  MANAGER Narrow  Focus Short RunTactics MARKETING  MANAGER Wider FocusLong Run Strategy  
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        Product Day to Day  activity Market Function Advantages and Disadvantages Centraliz ed Takes longer to get  something done
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Only one person is responsible for the product
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Unformatted text preview: Function is decentralized Customers have similar needs Marketing Organization: Toy Manufacturer Easy with more products THREE DIFFERENT STRUCTURES PRODU CT MARKE T FUNCTI ONAL Changes Affecting Product Management 1. The Web 2. Data Explosion 3. Increased Emphasis of Brands 4. Changing the balance of Market Power 5. Increased importance for retaining customers, programs 6. Global competition increases...
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This note was uploaded on 01/23/2009 for the course MRKT 317 taught by Professor Hou during the Spring '09 term at Minnesota Colleges.

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Chapter 1 - Function is decentralized Customers have similar needs Marketing Organization Toy Manufacturer Easy with more products THREE DIFFERENT

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