Professional Documents
Culture Documents
Product
Management
1.10
Models
Discipline Overlap Product
Management
Product Product
Planning Marketing
Customer Advocacy Business Value
Examine opportunities to Formulate the market Prepare market tactics Deliver value and build
serve the market approach and MarCom activities competitive advantage
▲Product Marketing▲
Product Management Phases
1. Examine opportunities to serve the market.
2. Describe market problems and needs.
3. Define solutions to market problems. PM
4. Formulate the market approach. PP
5. Build solutions that solve market problems.
6. Prepare market tactics and MarCom activities.
7. Deliver value and build competitive advantage.
8. Sales channels support and product revisions.
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PMTK Action Model
RE ▼Product Planning▼ LE
SE AR
Planning► Definition► Development► Maintenance►
AR NIN
CH Describe market problems Define solutions to Build solutions that solve Sales channels support and G
and needs market problems market problems product revisions
Legend:
• Sales Axioms
◊ Supported via consulting. • PSFB (Problem/Solution/Feature/Benefit)
¤ Specialized training available.
• USP (Unique Selling Proposition)
Copyright © 2010 Blackblot. All rights reserved. 13
PMTK Action Model
EX ▼Process Efficiency▼ FO
EM RM
People► Decisions► Deliverables► Learning►
PT AL
Instill flow and structure at Bring closure and secure Present and share work Assess and measure
work commitment output performance
•Product Planning
•Product Marketing
DIRECTIVE
Rationales
Sources
Constraints
Rationales
Sources
Need
Value
Consumer Marketing
Problem Space Problem
De
pen
de n B2C
cy
Technology-driven
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PMTK Product Tree Model
Product Mix
Product Line
Product Unit
Pricing
Scheme
Full Model
Objectives
Strategies
Tactics
Maturity
Introduction Growth
and Decline
Pricing
Formula
General Technological
Price
Mix
Sales MarCom
Engineer Manager
Advocacy Media
Expert Expert
Product Product
Planner Marketer
Market Marketing
Expert Expert
Product Lead
Planner Developer
Market Technology
Expert Expert
Product Product
Architect Developer
Product Development
Expert Expert
Sales Engineer
Product Marketer
MarCom Manager
Product Business
Marketing Operations Engineering
Management Management
Support
28
Blackblot Marketing Domain Model
Marketing Domain
Product Branding
Blackblot
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Phone: +972-54-6860473
Email: info@blackblot.com
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Copyright Notice
Copyright © 2010 Blackblot. All rights reserved.
This document is provided "as-is" with no explicit or implicit guarantee or warranty as to the
accuracy of the information contained here. The author claims no responsibility, implied or
otherwise, to anyone wishing to act or follow the content of this document.