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    The document discusses the evolution of marketing and product management over time. It notes that marketing has evolved from Marketing 1.0 focusing on goods, to Marketing 2.0 where emotion is a stronger trigger than logic, to Marketing 3.0 being the marketing management framework, and now Marketing 4.0 which is digital marketing and Marketing 5.0 which is neuromarketing. It also discusses how product management has evolved from a production concept to a marketing concept to focusing more on various customer segments, easier targeting, enabling innovation, and multi-channel communication. Emerging trends are redefining the marketing function to focus on spoiled choice customers, global competition, ineffectiveness of mass communication, and personalization.

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    The document discusses the evolution of marketing and product management over time. It notes that marketing has evolved from Marketing 1.0 focusing on goods, to Marketing 2.0 where emotion is a stronger trigger than logic, to Marketing 3.0 being the marketing management framework, and now Marketing 4.0 which is digital marketing and Marketing 5.0 which is neuromarketing. It also discusses how product management has evolved from a production concept to a marketing concept to focusing more on various customer segments, easier targeting, enabling innovation, and multi-channel communication. Emerging trends are redefining the marketing function to focus on spoiled choice customers, global competition, ineffectiveness of mass communication, and personalization.

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    Download as pptx, pdf, or txt
    15 views16 pages

    Product Management Class 1

    Uploaded by

    kartikkohli65
    The document discusses the evolution of marketing and product management over time. It notes that marketing has evolved from Marketing 1.0 focusing on goods, to Marketing 2.0 where emotion is a stronger trigger than logic, to Marketing 3.0 being the marketing management framework, and now Marketing 4.0 which is digital marketing and Marketing 5.0 which is neuromarketing. It also discusses how product management has evolved from a production concept to a marketing concept to focusing more on various customer segments, easier targeting, enabling innovation, and multi-channel communication. Emerging trends are redefining the marketing function to focus on spoiled choice customers, global competition, ineffectiveness of mass communication, and personalization.

    Copyright:

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    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 16

    Books

    Marketing Management

    Product Management
    Strategy
    Price Customer Needs
    Competition
    Place IMC
    Positioning
    Environment MM
    Promotion
    Targeting Segmentation
    Branding Positioning
    Market Research Consumer Behaviour
    Business Statistics
     Intense competition
     Increasing elusiveness of the customer
     Newer methods for more effective marketing
     Favoured tool of 4 P’s – not enough
    As Marketing  “Several academicians have at times expressed
    Evolves doubts and objections to the value and the
    future of the mix, proposing alternatives that
    range from minor modification to total
    rejection.”
     Marketing 1.0 – Goods Marketing
     Marketing 2.0 – Emotion is a stronger trigger
    than Logic
     Marketing 3.0 – Marketing Management
    How has Framework
    Marketing  Marketing 4.0 – Digital Marketing
    Evolved over  Marketing 5.0 - Neuromarketing
    the years?
     ipad price announcement
     Google search screen Yahoo search
    screen
    Emerging 1. Spoilt – for – choice customer
    trends 2. Global competition
    redefining the
    3. Ineffectiveness of Mass Communication
    marketing
    4. Personalization
    function
    5. Value additions
    1. Need to focus on various customer
    segments
    2. Easier targeting
    Need for PM 3. Enabling innovation
    4. Communication through multi channels
    5. Managing PLC
    Production concept
    Selling concept
    Marketing concept
    Evolution of Mass Marketing Era Post WWII
    PM Mass Marketing Era Post 1990’s
    OLD
    MARKETING PRODUCT

    PACKAGING

    DISTRIBUTION

    CRM

    ADVERTISING

    CONSUMER
    MODERN
    MARKETING PRODUCT

    PACKAGING

    DISTRIBUTION

    CRM

    ADVERTISING

    CONSUMER
    Sr. Topic Hours

    Product
    No.
    1. Overview of product management 3
    2. Competitive Intelligence for Competitive Strategies 6
    Management 3.
    4.
    Product Portfolio Analysis
    New Product Development
    6
    7
    Course Outline 5.
    6.
    Pricing, Distribution and Promotion Decisions:
    Packaging in Product Strategy
    3
    2
    7. Contemporary issues 3
    Total Hours 30
    1. Keynote address on strategy by Michael Porter
    Strategy https://www.youtube.com/watch?v=EvvnoNAUPS0&t=143s

    27.11.2023 2. ‘What is strategy?’ HBR Article


    3. Porter’s – How does competition shape strategy?

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