Chapter 1 Powerpoint MRKT 317 updated

Chapter 1 Powerpoint MRKT 317 updated - Function is...

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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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Chapter 1 Powerpoint MRKT 317 updated - Function is...

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