I was honored to be asked by the folks at Forrester to speak at their first ever Product Marketing Summit this week.
Product marketing, as opposed to product management, deals with more outbound marketing tasks. Market Knowledge: Segmentation, User Personas, Buyer groups, Purchase motivators, competitive intelligence, use case scenarios, and customer problems. Business Strategy: Go to Market strategy, sales strategy, channel strategy, sales pipeline definition, market strategy definition. Tactics: Lead generation plans, customer retention programs, branding, awareness, field marketing program definition, campaign definition, analyst relations and media relations. Optimization and Market Learning – ROI tracking, pipeline tracking, website metrics tracking, customer advisory boards, customer focus groups and user groups.
OECD (2007): OECD Science, Technology and Industry Scoreboard 2007, Organisation for Economic Co-operation and Development, Paris, p. In marketing, the term market refers to the group of consumers or organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product. Potential market - those in the total population who have interest in acquiring the product. Qualified available market - those in the available market who legally are permitted to buy the product. Target market - the segment of the qualified available market that the firm has decided to serve (the served market).
This web site is operated by theInternet Center for Management and Business Administration, Inc. The videos and lessons in this chapter can help you review for the PLACE Marketing Education exam.

Review the lessons in this chapter to familiarize yourself with the tactics for marketing products and services. Each lesson in this chapter includes a 5-10 minute video that can help you brush up on your marketing knowledge. The PLACE Marketing test assesses the skills of prospective teachers seeking a credential for teaching marketing in the state of Colorado.
One of the key decisions to make when starting a business is whether to offer products or perform services. In this lesson, you'll find out the difference between a consumer product and a business product. Add important lessons to your Custom Course, track your progress, and achieve your study goals faster.
Focusing on how to squeeze every last bit of profit from the life of a product, this quiz and corresponding worksheet will help you gauge your knowledge of marketing product life cycles. To learn more about when Sony should discount its latest gaming console, review the corresponding lesson called Product Life Cycles: Development, Design and Beyond. Forrester runs a set of Technology Leadership boards that allow very senior marketers to network together and share best practices.  This meeting was unique in that the group consisted of CMO and VP level leaders at B2B tech companies that are responsible for Product Marketing. For example, product management deals with the nuts and bolts of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others.
You should subscribe!  You can sign up for email updates, subscribe via RSS or follow me on Twitter. These steps may be categorised into 3 broad phases, which represent a simplified innovation process. The market definition begins with the total population and progressively narrows as shown in the following diagram.

For example, the size of the available market for a product can be increased by decreasing the product's price, and the size of the qualified available market can be increased through changes in legislation that result in fewer restrictions on who can buy the product. Since the market is likely to be composed of consumers whose needs differ, market segmentation is useful in order to better understand those needs and to select the groups within the market that the firm will serve.
Brush up on topics in product and services marketing, including types of consumer products, the product life cycle and brand equity. Learn about the differences between services and goods as well as the importance of product packaging and building brand equity. There are also transcripts with bolded vocabulary terms and multiple-choice quizzes that you can use to assess your understanding and practice for test day. This lesson discusses each and gives greater insight into the difference between products and services.
In this lesson, you'll learn about the function of packaging, including how packaging is used in marketing. In this lesson, we'll discuss the different levels of brand familiarity and how they can impact the decision making process. Topics you'll need to know to pass the quiz include understanding what a product life cycle consists of as well as knowing what the introductory stage involves. You can prepare for questions that fall under this objective with the entertaining video lessons in this chapter. Special attention is paid to the process of research and development (R&D), which in many cases builds a corner-stone of innovation.

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