SUCCESSFUL PRODUCT MANAGEMENT : tool box for the professional product management and product... marketing

Dieser Sammelband der Sales Excellence für den Jahrgang 2018 bietet Ihnen fundiertes Fachwissen im Bereich Vertrieb Wenn Sie im Bereich Vertrieb arbeiten, ist dieser Sammelband genau das Richtige für Sie. Er vereint alle zwölf Ausgaben der Sales Excellence aus dem Jahr 2018, der wichtigsten Fachzeitschrift für Vertrieb in Deutschland. Jeden Monat werden dort aktuelle Problemstellungen dieses Bereiches von bekannten Autoren behandelt. Häufig spielen dabei Themen wie Kundenbetreuung und Vertriebsprozesse eine entscheidende Rolle. Der Sammelband richtet sich an alle, die mit Vertrieb zu tun haben, beispielsweise Geschäftsführer, Vertriebsmitarbeiter oder Handelsvertreter. Sales Experience sammelt nicht nur sorgfältig recherchierte Fachinformationen, sondern bietet dem Leser darüber hinaus auch hilfreiche Tipps für die praktische Umsetzung. Preface to the Fifth Edition 5 Preface to the First Edition 6 Contents 8 About the Author 13 Product Management: Positioning, Core Competencies and Organizational Integration 14 1 A Brief Introduction to Product Management 15 2 Not a Clear-Cut Matter: How Functional and Product Management Differ from Each Other 16 2.1 The Functional Manager 16 2.2 The Product Manager 18 2.3 Potential for Conflict Between Product and Functional Management 19 2.4 Definition of product management 19 3 Setting Boundaries: How Product Managers Manage Interfaces and Delegate Tasks 20 3.1 Clarification of Interfaces 22 3.2 Reasons for Delegating Tasks 25 4 A Fundamental Decision: The Positioning of the Product Manager in the Company 35 4.1 Positioning Possibilities for Product Management 35 4.2 Operational and Strategic Product Management 38 5 A Diverse Spectrum: Job Description and Job Profile of the Product Manager 39 5.1 Job Description of a Product Manager 39 5.2 Other Tasks of a Product manager 43 5.3 Interface Definition in Product Management 46 5.4 Requirements Profile of Product Managers 49 5.5 Product Orientation and Market Orientation 51 6 Open on Many Sides: The Process Levels in Product Management 54 6.1 The Dispositive Level 54 6.1.1 Market Growth/Market Share Portfolio 55 6.1.2 Market Attractiveness/Competitive Position Portfolio 59 6.2 The Strategic Level 67 6.2.1 Product Planning 67 6.2.2 The Agreement on Goals 73 6.2.3 Strategic Conflicts 75 6.3 The Operational Level 76 7 A Complex Project: How to Introduce Product Management in the Company 79 7.1 Advantages and Disadvantages of Product Management 80 7.2 Success Factors for Implementation and Introduction 81 7.3 Recruitment of Product Managers 84 8 A Major Challenge: The Organizational Integration of Product Management 87 8.1 Organization in Strategic Product Management 88 8.2 Organization in Operational Product Management 92 8.2.1 Assignment to Marketing/Sales Functions 92 8.2.2 Assignment to Technical Functions 93 8.3 Special Forms of Organization in Product Management 96 9 Often Neglected: The Definition of Strategic Responsibility in the Company 98 9.1 Basic Forms of Organization 98 9.1.1 The Function-Oriented Organization 99 9.1.2 The Product-Oriented Organization 99 9.1.3 The Market-Oriented Organization 100 9.1.4 The Regionally Oriented Organization 102 9.2 Definition of Strategic Responsibility 103 9.2.1 Alternatives to Strategic Responsibility 105 9.2.2 Criteria for Determining Strategic Responsibility 111 10 Product Versus System? The Way to System Product Management 116 10.1 From Marketing Management to System Product Management 116 10.2 Basic Principles of System Product Management 121 11 What Will the Future Bring? Current Trends and Developments in Product Management 127 11.1 The Product Manager as a Profit Center 127 11.2 The Use of Product Management Teams 130 11.3 Centralization of Competences in Product Management 132 11.4 Service Orientation in Product Management 136 12 The Implementation: Checklist for the Identification of Optimization Potentials 137 Product Marketing: Structures, Success Factors and Practical Tools 139 1 Setting the Stage: How Product Managers Structure Complex Markets 139 1.1 Market Segmentation 140 1.1.1 Market segmentation Criteria 140 1.1.2 Market Segmentation Strategies 144 1.2 Product Segmentation 150 1.2.1 Product Hierarchies 150 1.2.2 Revenue and Contribution Margin Analysis (ABC Analysis) 152 1.3 Product Market Matrix 156 1.3.1 Product Market Coverage Strategies 158 1.3.2 Product Market Growth Strategies 162 1.4 Function Technology Matrix 165 2 Relevant for Success: The Most Important Control Variables for Product Marketing 167 2.1 Product and Brand Awareness 170 2.2 Product Brand and Brand Image 171 2.2.1 Number of Relevant Alternatives 171 2.2.2 Building a Product/Brand Image 173 2.2.3 Market Segmentation and Product/Brand Image 176 2.3 Performance Advantage and Product Benefit 179 2.3.1 Price or Performance Orientation 179 2.3.2 Product Benefit Analysis 183 2.3.3 Quality Function Deployment (QFD) 191 2.3.4 Practical Applications 193 2.4 Price as a Decision Criterion 197 2.4.1 The Price-Performance Ratio 198 2.4.2 The Cost-Benefit Ratio 204 2.4.3 Target Costing and Target Pricing 205 2.5 Relationship Management 207 2.6 Customer Satisfaction 209 3 Clarity Through Numbers: How the Product Manager Determines Relevant Key Figures 214 3.1 Compilation of Market and Sales Figures 215 3.1.1 Calculation of Market Figures 215 3.1.2 Calculation of Sales Figures 218 3.1.3 Product Planning and Strategic Priorities 222 3.2 Structure of the Contribution Margin Calculation 225 3.2.1 Return on Sales (ROS) Method 226 3.2.2 Return on Investment (ROI) Method 226 3.2.3 Break-Even Point (BEP) Method 227 4 Thinking Strategically: The Use of Strategic Analysis Tools by the Product Manager 229 4.1 The SWOT Analysis 229 4.2 Creation of an Influence Matrix 237 5 Gaining Market Share: How Effective Product Strategies Are Developed 239 5.1 Setting the Product Market Goals 239 5.2 Basic strategies in Product Marketing 240 5.2.1 Overview of the Strategy Elements 242 5.2.2 Strategy Development Using the Strategic Toolbox 243 5.3 Marketing Mix Strategies 244 5.3.1 Pricing Strategies 246 5.3.2 Distribution Strategies 248 5.3.3 Assortment Strategies 250 5.3.4 Other Marketing Mix Strategies 250 5.4 Evaluation of the Strategy Alternatives 252 6 The Result: Content and Structure of a Product-Related Business Plan 254 7 The Implementation: Checklist for the Identification of Optimization Potentials 256 Process-Oriented Product Management: Work Processes, Process-Oriented Marketing and Innovation Management 258 1 Creating Clarity: How Product Managers Make Their Work Process-Oriented 258 1.1 Temporary Work Processes 259 1.2 Permanent Work Processes 261 2 Always on the Ball: The Development of Measures for the Design of the Product Life Cycle 264 2.1 The Life Cycle Model 264 2.2 Product Versus Market Life Cycle 267 2.3 Age Structure Analysis of Products 269 2.4 Marketing Mix in the Product Life Cycle 272 3 The Supreme Discipline: Active Purchase Process Management by the Product Manager 276 3.1 The Customer Buying Process 276 3.2 Analysis of the Purchase Process 280 3.3 Determining the Marketing Mix Specific to the Purchasing Process 285 4 On Course for Growth: Developing Innovative Products and Successfully Launching Them on the Market 288 4.1 The Innovation Process 288 4.2 Situation Analysis/Problem Identification 291 4.3 Idea Collection/Generation 292 4.4 Systematic Idea Acquisition/Storage 293 4.5 Idea Evaluation/Selection and Decision 295 4.6 Market Launch Concept and Plan 297 5 Maintaining an Overview: Using Roadmaps as an Important Communication and Control Tool 300 5.1 Purpose of a Product Roadmap 300 5.2 Roadmap Contents 300 5.3 Roadmap Types 302 5.3.1 Product Roadmap 303 5.3.2 Technology Roadmap 304 5.3.3 Market/Strategy Roadmap 304 5.3.4 Development Roadmap 305 5.3.5 Vision/Mission Roadmap 305 5.4 Target Groups for Roadmaps (Internal/External Roadmaps) 306 5.5 Legally Binding Nature of Roadmaps 306 5.6 Hybrid Roadmaps 307 6 Agile Product Management: Product Development and Further Application Possibilities 307 6.1 Reasons for the Use of Scrum 309 6.2 The Basic Idea of Scrum 309 6.3 Participants in the Scrum Process 309 6.4 Main Elements in the Scrum Process 311 6.5 The Scrum Process 314 6.6 Tasks of the Product Owner in the Scrum Process 315 7 The Implementation: Checklist for the Identification of Optimisation Potentials 316 Further Reading 317 Index 319 Learn everything about professional product management in this book If you have always wanted to actively market your products, this is the book for you. This tool box for professional product management and product marketing delivers what it promises - here you get a comprehensive, indispensable and proven work aid. Klaus Aumayr shows how you can optimally manage the increasingly complex tasks and requirements for product managers. Master the complex tasks of product management with confidence The success of a product is primarily decided by the buyers - but also by the responsible product manager. He often fights on several fronts at once, and must, for example: introduce and support more and more products in less and less time with decreasing budgets and simultaneously coordinate a plethora of requirements from internal departments With his book'Successful Product Management', Klaus Aumayr provides the complete tools to master these complex tasks in purchasing process management with confidence. He reveals not only important basics, but also some practical product strategies. In addition, case studies, charts and checklists facilitate the transfer into practice. The contents at a glance The book'Successful Project Management'covers the following three key areas: Product management: positioning, core competencies and organizational integration Product marketing: structures, success factors and practical tools Process-oriented product management: work processes, process-oriented product marketing and innovation management The fifth edition of the book has been updated and a chapter on agile product management has been added. This book provides all readers who want to actively market their products with an indispensable and proven working aid. The author shows how product managers can deal with the increasingly complex tasks and requirements. Because the success of a product is decided by the buyers - and the responsible product manager. The product manager is fighting on several fronts: He has to introduce and support more and more products in less and less time with decreasing budgets. At the same time, he must coordinate a plethora of requirements from internal departments. With "Successful Product Management", Klaus J. Aumayr provides the complete tools to master these complex tasks with confidence. Case studies, charts and checklists facilitate the transfer into practice. The content Product management: Positioning, Core competencies and organization integration Product marketing: Structures, Success factor and practical tools Process-oriented product management: work process, process-oriented marketing and innovation management The author Klaus J. Aumayr is Managing Director of the management consultancy MSG, Management Systems St. Gallen. As a specialist in product management and key account management, he advises well-known companies. In addition to mechanical engineering, he studied business administration and completed an MBA at the University of Toronto