Product Management

Half Title
Title
Copyright
Dedication
Brief Contents
Contents
Preface
About the Authors
Chapter 1 Introduction to Product Management
	Overview
	Marketing Organization
		Product-Focused Organizations
		Market-Focused Organizations
		Functionally Focused Organizations
	The Role of the Sales Force
	Marketing Organization Implications of Global Marketing
	Product Management: Fact versus Fiction
		Backgrounds
		Critical Skills
		The Marketing Plan
		Variance across Industry/Company Size
	Changes Affecting Product Management
	Changes in Marketing Organizations
	Overview of the Book
		Marketing Planning
		Marketing Strategy
		Marketing Program Decisions
	Summary
	References
	Appendix Sample Responses from Product Managers
Chapter 2 Marketing Planning
	Overview
		Definition and Objectives of Plans
		Frequent Mistakes in the Planning Process
		What Makes a Good Planning System: Some Empirical Results
		Is Planning Worthwhile?
	The Planning Process
		Approaches to Planning
		Steps in the Planning Process
	Components of the Marketing Plan
		The Executive Summary
		Situation Analysis
		Marketing Objectives/Strategy
		Supporting Marketing Programs
		The Rest of the Plan
		Example
	Two Case Studies
		Energy Bars (ca. 2002)
		Personal Digital Assistants (ca. 1999)
	Summary
	References
	Appendix
	Marketing Plan Outline
Chapter 3 Defining the Competitive Set
	Overview
	Levels of Market Competition
		Definitions
		Overlapping Market Segments
		The Impact of Metamediaries
		Product Strategy Implications
		Illustrations
	Methods for Determining Competitors
		Managerial Judgment
		Customer-Based Measures
		Summary
	Competitor Selection
	Enterprise Competition
	Summary
	References
Chapter 4 Category Attractiveness Analysis
	Overview
	Aggregate Market Factors
		Category Size
		Market Growth
		Product Life Cycle
		Sales Cyclicity
		Seasonality
		Profits
	Category Factors
		Threat of New Entrants
		Bargaining Power of Buyers
		Bargaining Power of Suppliers
		Category Rivalry
		Pressure from Substitutes
		Capacity
	Environmental Analysis
		Technological Factors
		Political Factors
		Economic Factors
		Regulatory Factors
		Social Factors
	Illustrations
		Energy Bars
		Personal Digital Assistants
	Summary
	References
Chapter 5 Competitor Analysis
	Overview
	Sources of Information
		Secondary Sources of Information
		Primary Sources of Information
		Other Sources
		Ethically Questionable Sources
	Creating a Product Features Matrix
	Assessing Competitors’ Current Objectives
		Determination of Competitor Objectives
	Assessing Competitors’ Current Strategies
	Marketing Strategy
		Comparing Value Chains
		Marketing Mix
		How to Assess Competitors’ Strategies
		Technology Strategy
	Differential Advantage Analysis
		Ability to Conceive and Design
		Ability to Produce
		Ability to Market
		Ability to Finance
		Ability to Manage
		What to Do with the Information
	Assessing a Competitor’s Will
	Predicting Future Strategies
	Illustrations
		Energy Bars
		Personal Digital Assistants
	Summary
	References
Chapter 6 Customer Analysis
	Overview
	What We Need to Know About Customers
		Who Buys and Uses the Product
		What Customers Buy and How They Use It
		Where Customers Buy
		When Customers Buy
		How Customers Choose
		Why They Prefer a Product
		How They Respond to Marketing Programs
		Will They Buy It (Again)?
	Segmentation
		Desirable Criteria for Segments
		Methods for Market Segmentation
	Illustrations
		Energy Bars
		Personal Digital Assistants
		Motorcycles
	Summary
	References
	Appendix 6A Economic Value to the Customer (EVC)
	Appendix 6B Latent Class Methods
Chapter 7 Market Potential and Sales Forecasting
	Overview
	Definitions
	Market Potential
		Overview
		What They Are Used For
		Information Sources
		New or Growing Product Potential
		Mature Product Potentials
	Methods of Estimating Market and Sales Potential
		Analysis-Based Estimates
		Area Potential
		Sales Potential
	Sales Forecasting
		Overview
		Level of Accuracy Needed
		Judgment-Based Methods
		Customer-Based Methods
		Sales Extrapolation Methods
		Model-Based Methods
		What Methods Are Used?
		Using Regression Models for Forecasting
		Developing Regression Models
		Recognizing Uncertainty
		Nonlinear Relations
		Share Forecasts
		Forecasting Really New Products
	Illustrations
		Forecasting Energy Bar Sales via Regression
		PDA Sales
	Using Forecasts
		Combining Forecasts
		Gaining Agreement
		Why Not Just Go to the Web?
	Summary
	References
	Appendix Time Series Regression with Seasonal Factors
Chapter 8 Developing Product Strategy
	Overview
		Benefits of Strategy
	Elements of a Product Strategy
	Setting Objectives
	Selection of Strategic Alternatives
		Increasing Sales/Market Share
		Increasing Profitability
		Summary
	Positioning: Choice of Customer Targets
	Positioning: Choice of Competitor Targets
	Positioning: The Core Strategy
		Cost/Price (Value) Strategy
		Nonprice Strategy
	Managing Brand Equity
		Measuring Brand Value
	Relation to Customer Strategy
	Product Strategy over the Life Cycle
		Introduction Strategies
		Growth Strategies
		Maturity Strategies
		Strategies for the Decline Stage
		Summary
	Illustrations
		Odwalla Energy Bar
		Handspring
	Summary
	References
Chapter 9 New Products
	Overview
	Product Modification
	Line Extensions
		Adding a Product Variant
		Dropping a Product Variant
	Getting Ideas for New Products
	Testing Slightly New Products
		Concept Testing
		Product Testing
		Market Tests
		Quasi-Market Tests
	Forecasting
	Brand Extensions
	Really New Products
		Getting Ideas for Really New Products
		Evaluating Really New Products
		Adoption and Expansion
		Forecasting Really New Products
		Summary
		Illustration
	Summary
	References
	Appendix 9A Sample Concept Test Formats
	Appendix 9B Assessing Discrimination and Preference
Chapter 10 Pricing Decisions
	Overview
	The Role of Marketing Strategy in Pricing
	Measuring Perceived Value and Price
		Perceived Value   Price  Variable Cost
		Price   Perceived Value  Variable Cost
		Price  Variable Cost   Perceived Value
		Measuring Customer Value
		Calculating Value-in-Use
		Pricing Experiments
		Using Price Thresholds
		Dollarmetric Scale
		Using the Perceived Value Concept
	Psychological Aspects of Price
		Reference Prices
		The Relationship between Price and Perceived Quality
		The Odd-Ending Effect in Prices
	Competition and Pricing
		Competitors’ Costs
		Historical Pricing Behavior
		The Role of Own Costs
	Deciding How Much of the Value–Cost Gap to Capture: Pricing Objectives
		Penetration Pricing
		Return on Sales/Investment Pricing
		Pricing for Stability
		Skimming
		Competitive Pricing
	Other Factors Affecting Price
		Stage of the Product Life Cycle
		Category Conditions
	Some Specific Pricing Tactics
		Product Line Pricing
		Price Bundling
		Complementary Pricing
		Value Pricing
		Everyday Low Pricing
		Hidden Price Increases
		Price Discrimination
		Second-Market Discounting
		Periodic Discounting
		Auctions
	Ethical Issues
	Summary
	References
Chapter 11 Advertising Decisions
	Overview
	The Target Audience
	Setting Advertising Objectives
		Customer-Focused Objectives
		Exposure-Oriented Objectives
		Objective Specificity
	Setting Advertising Budgets
		Objective and Task
		Percentage-of-Sales
		Competitive Parity
		Affordable
		Experimentation
		Decision Calculus
		Summary
	Evaluating Ad Copy: Laboratory-Based Measures
	Real-World Measures
	Media Selection
		Where
		Contextual Fit
		When
		Other Considerations
	Evaluating Advertising Effects
		Tracking Studies
		Past Sales and Advertising
		Experimentation
		Linking Objectives to Incremental Contribution
		Evaluating Ad Budgets
	Summary
	References
Chapter 12 Promotions
	Overview
	Promotion Objectives
		Final Customer Promotions
		Trade Promotions
	Promotion Budgeting
		Overview
		The Total Advertising and Promotion Budget
		Allocating Money between Advertising and Promotion
	Final Customer Promotions
		Product-Based Promotions
		Price-Based Promotions
		Other Customer Promotions
		Summary
	Trade Promotions
	Evaluating Customer Promotions
		Overview
		Short-Run Evaluation
		Long-Run Concerns
		Competitive Reaction
	Findings about Promotion Effects
	Test Markets
	Evaluating Trade Promotions
	The Retailer’s Perspective
	Summary
	References
Chapter 13 Channel Management
	Overview
	Channel Selection
		Direct versus Indirect Channels
	Indirect Channels
		Representatives
		Wholesalers
		Retailers
		Channel Members as Value-Added Intermediaries
		Hybrid Channels
		Summary
		Examples
	Indirect Channel Management
		Contractual/Legal Provisions
		Self-Interest
		Human Contact
		Power in Channel Relationships
		Channel Arrangements
	Monitoring Profitability by Channel
	Direct Channels
		The Internet as a Channel
		Trade Shows
	Direct Marketing
	The Direct Marketing Process
	Direct Marketing Methods
		Telemarketing
		Direct Mail
		Direct E-mail
	Privacy Issues
	Summary
	References
Chapter 14 Customer Relationship Management
	Overview
	The Economics of Loyalty
		Acquisition Cost
		Base Profit
		Revenue Growth
		Operating Costs
		Referrals
		Price Premium
	A Framework for Customer Relationship Management
	Creating the Database
	Analyzing the Database
	Customer Selection
	Customer Targeting
	Relationship Marketing Problems
		Customer Satisfaction
		Customer Service
		Loyalty Programs
	Mass Customization
		Community Building
		Other Ideas
	Privacy Issues
	Metrics
	Summary
	References
Chapter 15 Financial Analysis for Product Management
	Overview
	Sales Analysis
		Overview
		The Value of Sales Analysis
		Roadblocks
	Profitability Analysis
		Conventional Product Profit Accounting
		Alternative Accounting Systems
		Contribution-Oriented Systems
		Using the Contribution Margin Rate
		Fixed Costs
	A Strategic Framework for Control
		Price–Quantity Decomposition
		Penetration–Market Size Decomposition
		Summary
	Capital Budgeting
		Overview
		The Basics
	Summary
	References
Chapter 16 Marketing Metrics
	Overview
	A Framework for Marketing Metrics
		What Needs to Be Measured
		Customer-Based Metrics
		Product-Market Metrics
		Financial Metrics
		Marketing Mix Metrics
	Web Metrics
	Summary
	References
Appendix A
Name Index
Subject Index