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Unit 1: Introduction to Product Management

about how and when, while the product manager is about what. Project managers work closely Notes
with product managers to ensure successful completion of different phases in the product life
cycle. Marketers – while product management is usually seen as a marketing discipline, marketers
are focused on the marketing plan and are usually not driving the overall product direction.
Product managers are accountable to executive management for overall product direction, key
decisions, product budget (and sometimes even the complete product P&L), ensuring that final
product meets specifications, and evangelizing product to internal and external stakeholders.
Product managers also have accountability to users for feature sets, navigation, quality, and
overall experience.

Self Assessment

Fill in the blanks:

7. Developers are focused on the technology and not the overall ……………………….. .
8. A ………………………..organization is in constant touch with the customers.

1.6 Marketing Organisation

Marketing Organization is an organization that markets one or more systems, applications,
and/or components produced by a development organization to potential customer
organizations. The typical responsibilities of a Marketing Organization are to:

1. Market applications to the customer organization(s).
2. Provide change requests based on customer feedback to the development organization.
3. Act as a source of requirements during the performance of the requirements identification
task.
Faced with increasing demand for accountability and greater pressure from a changing media
landscape, marketers are being asked by senior management as never before to address
organizational issues: Is your marketing organization set up for success? Are you aligned with
key stakeholders across the business? Can your organization provide the nimble response
you’ll need to be able to manage your marketing investment? A lot of the problem can be
explained in how marketing organizations are structured and how they manage.

1.6.1 Characteristics of a Good Marketing Organisation

A good marketing organization should have following characteristics:

1. It should be flexible so as to allow the managers to use any type of marketing structure.
2. It must give possible future growth and acceptable philosophy to the whole concern.
3. Personnel in marketing department must be willing to take various job assignments.

4. Connected with the problem of flexibility is the growth potential. With the change of
market positions new products are introduced in place of old ones. So, the provisions are
required for the growth of new products and segments in concern in future.

5. There should be a central philosophy or tradition prevailing in the concern that should be
intimated to all. This forms the whole objective of the marketing. Some concerns pay
more heed to middle and lower income group. In this way while policies and programmes
change, the central philosophy remains guide to the future action.

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