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Product Marketing
Product marketing is a sub-field of marketing that is responsible for crafting the messaging, go-to-market flow, and promotion of a product. Product marketing managers can also be involved in defining and sizing target markets. They collaborate with other stakeholders including business development, sales, and technical functions such as product management and engineering. Other critical responsibilities include positioning and sales enablement. Product marketing deals with marketing the product to prospects, customers, and others. Product marketing works with other areas of marketing such as social media marketing, marketing communications, online marketing, advertising, marketing strategy, and public relations to execute outbound marketing for their product. Role Product marketing addresses five strategic questions: * ''What'' products will be offered (i.e., the breadth and depth of the product line)? * ''Who'' will be the target customers (i.e., the boundaries of the ma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B Marketing, B2B) or directly to consumers (B2C). Sometimes tasks are contracted to dedicated marketing firms, like a Media agency, media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to adverti ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Product Manager
A product manager (PM) is a professional role that is responsible for the development of products for an organization, known as the practice of product management. Product managers own the product strategy behind a product (physical or digital), specify its functional requirements, and manage feature releases. Product managers coordinate work done by many other functions (like software engineers, data scientists, and product designers), and are ultimately responsible for product outcomes. foreword by Marissa Mayer Definition A product manager considers numerous factors such as the intended customer or user of a product, the products the competition offers, and how well the product fits with the company's business model. The scope of a product manager varies greatly, some may manage one or more product lines and others (especially in large companies) may manage small components or features of a product. In the financial services industry (banking, insurance, etc.), product manage ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Churn Rate
Churn rate (also known as attrition rate, turnover, customer turnover, or customer defection) is a measure of the proportion of individuals or items moving out of a group over a specific period. It is one of two primary factors that determine the steady-state level of customers a business will support. Churn is widely applied in business for contractual customer bases. Examples include a subscriber-based service model as used by mobile telephone networks and pay TV operators. Churn rate can also be the input into customer lifetime value modeling and used to measure return on marketing investment with marketing mix modeling. The term comes from the image of agitation of cream in a butter churn. Calculation Churn rate is calculated by dividing the total number of individuals, customers, or items lost during a period divided by total number of individuals during the same period. \text=\frac*100 = \frac * 100 For example, if your company lost 50 customers in month, while having ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Performance Indicator
A performance indicator or key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products and other initiatives) in which it engages. KPIs provide a focus for strategic and operational improvement, create an analytical basis for decision making and help focus attention on what matters most. Often success is simply the repeated, periodic achievement of some levels of operational goal (e.g. zero defects, 10/10 customer satisfaction), and sometimes success is defined in terms of making progress toward strategic goals. Accordingly, choosing the right KPIs relies upon a good understanding of what is important to the organization. What is deemed important often depends on the department measuring the performance – e.g. the KPIs useful to finance will differ from the KPIs assigned to sales. Since there is a need to understand well what is important, various technique ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Net Present Value
The net present value (NPV) or net present worth (NPW) is a way of measuring the value of an asset that has cashflow by adding up the present value of all the future cash flows that asset will generate. The present value of a cash flow depends on the interval of time between now and the cash flow because of the Time value of money (which includes the annual effective discount rate). It provides a method for evaluating and comparing capital projects or financial products with cash flows spread over time, as in loans, investments, payouts from insurance contracts plus many other applications. Time value of money dictates that time affects the value of cash flows. For example, a lender may offer 99 cents for the promise of receiving $1.00 a month from now, but the promise to receive that same dollar 20 years in the future would be worth much less today to that same person (lender), even if the payback in both cases was equally certain. This decrease in the current value of future c ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Return On Investment
Return on investment (ROI) or return on costs (ROC) is the ratio between net income (over a period) and investment (costs resulting from an investment of some resources at a point in time). A high ROI means the investment's gains compare favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments.Return On Investment – ROI , Investopedia as accessed 8 January 2013 In economic terms, it is one way of relating profits to capital invested. Purpose In business, ...[...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Technical Writing
Technical writing is a specialized form of communication used by many of today's industrial and scientific organizations to clearly and accurately convey complex information to a user. An organization's customers, employees, assembly workers, engineers, and scientists are some of the most common users who reference this form of content to complete a task or research a subject. Most technical writing relies on simplified grammar, supported by easy-to-understand visual communication to clearly and accurately explain complex information. Technical writing is a labor-intensive form of writing that demands accurate research of a subject and the conversion of the collected information into a written format, style, and reading level the end-user will easily understand or connect with. There are two main forms of technical writing. By far, the most common form of technical writing is procedural documentation written for the general public (e.g., standardized step-by-step guides and standard ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Market Research
Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining competitiveness. Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data. It includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. Market research, marketing research, and marketing are a sequence of business activities; sometimes these are handled informally. The field of ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Competitor Analysis
Competitive analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Competitive analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called "informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives." As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis.(Fleisher & Bensoussan, 2007 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
White Paper
A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. Since the 1990s, this type of document has proliferated in business. Today, a business-to-business (B2B) white paper falls under grey literature, more akin to a marketing presentation meant to persuade customers and partners, and promote a certain product or viewpoint. The term originated in the 1920s to mean a type of position paper or industry report published by a department of the UK government. Corporate and academic The most prolific publishers of white papers are corporate and academic organizations. In larger organizations, internal technical writers produce these documents based on the outlines and data an internal industry or academic expert develops and provides. White papers often follow strict industry styles and formats with a centr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Data Sheet
A datasheet, data sheet, or spec sheet is a document that summarizes the performance and other characteristics of a product, machine, component (e.g., an electronic component), material, subsystem (e.g., a power supply), or software in sufficient detail that allows a buyer to understand what the product is and a design engineer to understand the role of the component in the overall system. Typically, a datasheet is created by the manufacturer and begins with an introductory page describing the rest of the document, followed by listings of specific characteristics, with further information on the connectivity of the devices. In cases where there is relevant source code to include, it is usually attached near the end of the document or separated into another file. Datasheets are created, stored, and distributed via product information management or product data management systems. Depending on the specific purpose, a datasheet may offer an average value, a typical value, a typi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cheat Sheet
A cheat sheet (also ''cheatsheet'') or crib sheet or job aid is a concise set of notes used for quick reference. Cheat sheets were historically used by students without an instructor or teacher's knowledge to cheat on a test or exam. In the context of higher education or vocational training, where rote memorization is not as important, students may be permitted (or even encouraged) to develop and consult their cheat sheets during exams. The act of preparing such reference notes can be an educational exercise in itself, in which case students may be restricted to using only those reference notes they have developed themselves. Some universities publish guidelines for the creation of cheat sheets. As reference cards In more general usage, a crib sheet or job aid is any short (one- or two-page) reference to terms, commands, or signs/symbols where the user is expected to understand the use of such terms but not necessarily to have memorized all of them. Many computer applicati ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
