ABDT5114 PRODUCT MANAGEMENT TUTORIAL 2 ANSWER May 26, 2011

Question 1
Product manager’s major responsibilities are:

1. Develop marketing objective and strategies for their product/brand.

2. Persuade others to support the marketing program he/she recommend.
3. Brand building
4. Customer management
5. Proactive to competition
6. Train sales forces
7. Revenue forecast.

Question 2
 Negotiation skills
 Communication skills
 Analytical skills
 Teamwork skills
 Managerial skills

Question 3
1. Product organizational structure= sales a product/ product line to all markets (company has
multiple product line).
2. Market focused organizational structure= salesman sells all divisions’ product to each market
served (one of few product lines).
3. Functionally focused organizational structure= marketing functions are departmentalized
(marketing, finance, HR, admin, Purchasing, etc.).