Product Management Association of BC
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Overview of the newly launched non-profit society supporting product managers, and a pre-view of the 2017 outlook for event topics and formats.
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• How to gain the most relevant insights about
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Core Concepts of MarketingThis book is licensed under .docx
Core Concepts of Marketing
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Core Concepts of
Marketing
John Burnett
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Core concepts of marketing 2 A Global Text
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PREFACE
Through good economic times and bad, marketing remains the pivotal function in any busi-
ness. Determining and satisfying the needs of customers through products that have value
and accessibility and whose features are clearly communicated is the general purpose of
any business. It is also a fundamental definition of marketing. This text introduces students
to the marketing strategies and tools that practitioners use to market their products.
BALANCED COVERAGE
To emphasize how various marketii1g areas work together to create a cohesive strategy, I
define and explain the various marketing areas and their comparative strengths and weak-
nesses, as well as stress how to best "mix" marketing tools in a strategic, integrated plan.
The b o o k begins with a discussion of the marketing planning process, continues with a dis-
cussion of the preliminary tasks of developing the plan, and concludes witb the tactics avail-
able to the marketing planner. This complete coverage ensures that students will learn how
to plan, execute, and evaluate a marketing program that is effective and efficient from start
to finish .
INTERNATIONAL AND TECHNOLOGY COVERAGE
Introducing Marketing recognizes the impact of the global community on marketing prac-
tices. International implications are discussed in Chapter 6 and are also integrated into the
text through relevant examples.
Technology is altering many marketing practices. The World Wide Web. databases,
tracking devices, and market simu lations are only a few examples of the ways technology
has affected marketing strategies. Technology coverage is woven throughout t.
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This document provides an overview of the key concepts in a textbook on marketing. It discusses the purpose of marketing as determining customer needs and satisfying them through products that have value. It also covers the marketing planning process, developing a marketing plan, and tactics for executing the plan. The document emphasizes providing balanced coverage of different marketing areas and strategies. It highlights the impact of globalization and technology on modern marketing practices. Examples are provided from various types and sizes of businesses to illustrate marketing concepts.
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Product Marketing in Global SaaS
The document discusses principles for aligning product marketing and product management in global SaaS businesses. It notes that misalignment between these teams prevents getting products into the right users' hands quickly and can lead to user confusion. The document recommends that product marketing and product management share goals, metrics, and commitments to ensure their success is tied together. It also advocates for an "outside-in" user-focused approach to product planning and development.
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Business Evolution Support
Globalization creates many opportunities but also challenges for businesses today.
While some challenges may be particular to a country or sector, there are many challenges that SMEs around the world have in common.
Numerous barriers exist, so in order for SMEs to not only survive and grow, they must be armed with the correct tools and strategies to overcome these challenges and thrive.
While there are some that the individual business cannot control (at least for now) that does not mean they should sit back and do nothing.
A business that decides to understand the challenges and develop a program for finding solutions is a business that puts itself in a position to achieve success.
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Dheeraj Satta is a digital marketing specialist based in the Middle East and Europe with over 7 years of experience. He offers full-service digital marketing capabilities including SEO, PPC, social media, branding, and more. His expertise lies in developing customized digital strategies and proprietary toolkits to deliver results for clients. Satta aims to bridge gaps and create engagements between businesses and customers through insights-driven approaches.
Places for People - Web Strategy Presentation
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1) Research & Planning - Conduct stakeholder interviews, competitor analysis, SWOT analysis and define objectives.
2) Aims & Objectives - Establish a long term vision and set measurable short and long term goals.
3) Implementation - Develop a project plan and roadmap, assign roles, and implement the strategy through regular meetings.
4) Monitor & Improve - Promote the new strategy using SEO, PPC, and digital PR and continually monitor success metrics to refine the strategy.
PCA16-Become the Product Manager You Always Thought You Could Be
foundation level information on what a Product manager should be doing, the pitfalls in their career, and the ways for managers to get back on the path of success.
Preparing sales to sell a new solution
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marketing and in making a name for
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The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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Product Management Association of BC
- 1. PRODUCT MANAGEMENT ASSOCIATION OF BC A NEW NON-PROFIT SOCIETY SUPPORTING OUR PROFESSION
- 2. PURPOSE • PROVIDE EDUCATION • PEER NETWORKING • SUPPORT TO MEMBERS THROUGH REGULAR EVENTS, ON-LINE RESOURCES AND SPECIAL PROGRAMS • RAISE AWARENESS OF THE PROFESSION • CONTINUOUSLY IMPROVE THE QUALITY OF SERVICE DELIVERY BY PRODUCT MANAGEMENT AND MARKETING PRACTITIONERS
- 3. BENEFITS OF MEMBERSHIP • MEMBER-FUNDED SOCIETY (RATES TBD) • ACCESS TO MEMBER AREAS OF WEB SITE • PROFESSIONAL DEVELOPMENT PROGRAMS • DISCOUNTS FOR MEMBERS TO PAID EVENTS
- 4. OUTLOOK 2017 Topic Details 1. E.Q., Leadership and Management in Product Panel discussion with audience questions. Panelists will provide advice on how to lead, manage and influence executives, teams and product stakeholders. 2. Competitive Intelligence and Pricing A look at how product managers develop their understanding of the market and how to create a decision framework for features and pricing. 3. Measuring Success in Product How does Product Management paint a compelling picture with numbers? Tips on measuring impact, validating MVP’s, prioritizing requirements, and being data-driven. 4. Vision and strategy An interactive, roundtable session to discuss topics related to vision and strategy.
- 5. OUTLOOK 2017 (CONTINUED) Topic Details 5. Gathering and Writing Customer Requirements Gathering and communicating requirements is critical to Product Management. We will explore various approaches including: user stories and personas, job stories and the JTBD framework, story mapping, customer interviews, and handling feedback. 6. Product Management as a Career An interactive session where members can share experiences and advice on becoming Product Managers and Product Owners, as well as how to excel in the profession. 7. Product Marketing and Product Management A closer look at the importance of Product Marketing and how it differs from Product Management. We will explore relationship between the 2 roles and what to do when the line becomes blurred. 8. Testimonials and Case Studies Examples from the field of product management. An opportunity to celebrate success stories and grow from
- 6. NEW MEETUP FORMATS! MEMBERS EXPRESSED INTEREST IN MORE INTERACTIVE SESSIONS SO, 2017 WILL INCLUDE: • ROUNDTABLE DISCUSSIONS • BREAKOUT SESSIONS • LIGHTNING TALKS • FIRESIDE CHATS • AMA’S (ASK ME ANYTHING’S) • BOOTCAMPS AND WORKSHOPS