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Encyclopedia > Product management

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Product management

Product Management is one of the four areas of marketing. The other three parts of the marketing mix are pricing, promotion, and distribution. Product management deals with questions like:

What products to produce and sell
What new products to add
What existing products to discontinue
How long will it take for a product to penetrate the market
How many products to have in the product line
How to balance a product portfolio
Whether to use a product differentiation strategy
What is the best product positioning
What brand name to use
Whether to use individual branding or family branding
Whether to use product bundling or product lining
what logo to use
Product Life Cycle considerations
Obsolescence considerations

see also: product, marketing, marketing management, brand management

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