THE MARKETING ASSOCIATION OF AUSTRALIA AND NEW ZEALAND
WEB: www.marketing.org.au E-MAIL: firstname.lastname@example.org
Types of Service Brands 39The Essentials of Service Branding 40KEY TERMS INDEX 40
Managing the Product
The Role of the Product Manager
The focus of this first part of the subject is on the job of the product manager. There may not be aperson with that exact title in every marketing organisation-while many such jobs exist, the peoplewho fill them could be called brand managers, market managers, or the like. We intend the generictitle
to apply to different kinds of organisational structures and different kinds of companies, whether they provide consumer goods, industrial products, or services.The perspective is of a manager in a company whose primary responsibility is a product or a closelyrelated product line. Broadly speaking, the product manager has two responsibilities. first, theproduct manager is responsible for the planning activities related to the product or product line.
Thus, the product manager's job involves analysing the market, including customers, competitors, andthe external environment, and turning this information into marketing objectives and strategies for theproduct. Second, a key function of the product manager is getting the organisation to support themarketing programs recommended in the plan.This may involve co-ordinating with other areas of the firm, such as research and development forproduct-line extensions, manufacturing, marketing research, and finance. It also involves internalmarketing of the product to obtain the assistance and support of more senior managers in the firm.Figure 1 gives some perspective on a product manager's interactions within and outside the firm.
Marketing Decision MakingThe Four Functions
In the broadest sense, there are only four functions in any company or organisation:
Producing the product (including services)
The right people properly motivated and trained, in the right place, at the right time.No matter what the title of the head of each function, such as Finance Director, Marketing Manager,
When we use the term
throughout the subject, we are referring to all kinds of products,including services.
is simpler to use than product/service. While there are well-documenteddifferences between marketing manufactured goods and services, the structure we present in thissubject is meant to be a template that can be used for all products.