Successful Product Management: Tool box for the professional Product management and Product marketing
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| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English German |
| Veröffentlicht: |
Wiesbaden
Springer Gabler
[2023]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext http://www.springer.com/ Inhaltsverzeichnis |
| Beschreibung: | Übersetzung der deutschsprachigen 5. Auflage 2019 |
| Beschreibung: | XV, 321 Seiten |
| ISBN: | 9783658382759 |
Internformat
MARC
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| 024 | 3 | |a 9783658382759 | |
| 028 | 5 | 2 | |a Bestellnummer: 89154484 |
| 028 | 5 | 2 | |a Bestellnummer: 978-3-658-38275-9 |
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| 100 | 1 | |a Aumayr, Klaus J. |d 1958- |e Verfasser |0 (DE-588)131357190 |4 aut | |
| 240 | 1 | 0 | |a Erfolgreiches Produktmanagement |
| 245 | 1 | 0 | |a Successful Product Management |b Tool box for the professional Product management and Product marketing |c Klaus J. Aumayr |
| 264 | 1 | |a Wiesbaden |b Springer Gabler |c [2023] | |
| 264 | 4 | |c © 2023 | |
| 300 | |b XV, 321 Seiten | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Übersetzung der deutschsprachigen 5. Auflage 2019 | ||
| 650 | 0 | 7 | |a Produktmanagement |0 (DE-588)4125960-9 |2 gnd |9 rswk-swf |
| 653 | |a Basics | ||
| 653 | |a Book Product Marketing | ||
| 653 | |a Company | ||
| 653 | |a Practice | ||
| 653 | |a Process-oriented product management | ||
| 653 | |a Process-oriented product marketing | ||
| 653 | |a Product Management Book | ||
| 653 | |a Product Manager | ||
| 653 | |a Product Strategies | ||
| 653 | |a Purchase process management | ||
| 689 | 0 | 0 | |a Produktmanagement |0 (DE-588)4125960-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 710 | 2 | |a Springer Fachmedien Wiesbaden |0 (DE-588)1043386068 |4 pbl | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-3-658-38276-6 |
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| 856 | 4 | 2 | |m X:MVB |u http://www.springer.com/ |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034100572&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804184939816550400 |
|---|---|
| adam_text | CONTENTS
PRODUCT
MANAGEMENT:
POSITIONING,
CORE
COMPETENCIES
AND
ORGANIZATIONAL
INTEGRATION
1
1
A
BRIEF
INTRODUCTION
TO
PRODUCT
MANAGEMENT
..............................................
2
2
NOT
A
CLEAR-CUT
MATTER:
HOW
FUNCTIONAL
AND
PRODUCT
MANAGEMENT
DIFFER
FROM
EACH
OTHER
.............................................................................................
3
2.1
THE
FUNCTIONAL
MANAGER
....................................................................
3
2.2
THE
PRODUCT
MANAGER
........................................................................
5
2.3
POTENTIAL
FOR
CONFLICT
BETWEEN
PRODUCT
AND
FUNCTIONAL
MANAGEMENT
6
2.4
DEFINITION
OF
PRODUCT
MANAGEMENT
....................................................
6
3
SETTING
BOUNDARIES:
HOW
PRODUCT MANAGERS
MANAGE
INTERFACES
AND
DELEGATE
TASKS
.....................................................................................................
7
3.1
CLARIFICATION
OF
INTERFACES
..................................................................
9
3.2
REASONS
FOR
DELEGATING
TASKS
............................................................
12
4
A
FUNDAMENTAL
DECISION:
THE
POSITIONING
OF
THE
PRODUCT
MANAGER
IN
THE
COMPANY
.................................................................................................
22
4.1
POSITIONING
POSSIBILITIES
FOR PRODUCT
MANAGEMENT
............................
22
4.2
OPERATIONAL
AND
STRATEGIC
PRODUCT
MANAGEMENT
................................
25
5
A
DIVERSE
SPECTRUM:
JOB
DESCRIPTION
AND
JOB
PROFILE
OF
THE
PRODUCT
MANAGER
..........................................................................................................
26
5.1
JOB
DESCRIPTION
OF
A
PRODUCT
MANAGER
..............................................
26
5.2
OTHER
TASKS
OF
A
PRODUCT
MANAGER
......................................................
30
5.3
INTERFACE
DEFINITION
IN
PRODUCT
MANAGEMENT
....................................
33
5.4
REQUIREMENTS
PROFILE
OF
PRODUCT
MANAGERS
........................................
36
5.5
PRODUCT
ORIENTATION
AND
MARKET
ORIENTATION
....................................
38
6
OPEN
ON
MANY
SIDES:
THE
PROCESS
LEVELS
IN
PRODUCT
MANAGEMENT
............
41
6.1
THE
DISPOSITIVE
LEVEL
........................................................................
41
6.1.1
MARKET
GROWTH/MARKET
SHARE
PORTFOLIO
42
6.1.2
MARKET
ATTRACTIVENESS/COMPETITIVE
POSITION
PORTFOLIO
46
X
CONTENTS
6.2
THE
STRATEGIC
LEVEL
..............................................................................
54
6.2.1
PRODUCT
PLANNING
54
6.2.2
THE
AGREEMENT
ON
GOALS
60
6.2.3
STRATEGIC
CONFLICTS
62
6.3
THE
OPERATIONAL
LEVEL
........................................................................
63
7
A
COMPLEX
PROJECT:
HOW
TO
INTRODUCE
PRODUCT
MANAGEMENT
IN
THE
COMPANY
................................................................................................
66
7.1
ADVANTAGES
AND
DISADVANTAGES
OF
PRODUCT
MANAGEMENT
...................
67
7.2
SUCCESS
FACTORS
FOR
IMPLEMENTATION
AND
INTRODUCTION
.....................
68
7.3
RECRUITMENT
OF
PRODUCT
MANAGERS
....................................................
71
8
A
MAJOR
CHALLENGE:
THE
ORGANIZATIONAL
INTEGRATION
OF
PRODUCT
MANAGEMENT
..........................................................................................
74
8.1
ORGANIZATION
IN
STRATEGIC
PRODUCT
MANAGEMENT
................................
75
8.2
ORGANIZATION
IN
OPERATIONAL
PRODUCT
MANAGEMENT
..........................
79
8.2.1
ASSIGNMENT
TO
MARKETING/SALES
FUNCTIONS
79
8.2.2
ASSIGNMENT
TO
TECHNICAL
FUNCTIONS
80
8.3
SPECIAL
FORMS
OF
ORGANIZATION
IN
PRODUCT
MANAGEMENT
..................
83
9
OFTEN
NEGLECTED:
THE
DEFINITION
OF
STRATEGIC
RESPONSIBILITY
IN
THE
COMPANY
85
9.1
BASIC
FORMS
OF
ORGANIZATION
..............................................................
85
9.1.1
THE
FUNCTION-ORIENTED
ORGANIZATION
86
9.1.2
THE
PRODUCT-ORIENTED
ORGANIZATION
86
9.1.3
THE
MARKET-ORIENTED
ORGANIZATION
87
9.1.4
THE
REGIONALLY
ORIENTED
ORGANIZATION
89
9.2
DEFINITION
OF
STRATEGIC
RESPONSIBILITY
................................................
90
9.2.1
ALTERNATIVES
TO
STRATEGIC
RESPONSIBILITY
92
9.2.2
CRITERIA
FOR
DETERMINING
STRATEGIC
RESPONSIBILITY
98
10
PRODUCT
VERSUS
SYSTEM?
THE
WAY
TO
SYSTEM
PRODUCT
MANAGEMENT
............
103
10.1
FROM
MARKETING
MANAGEMENT
TO
SYSTEM
PRODUCT
MANAGEMENT
....
103
10.2
BASIC
PRINCIPLES
OF
SYSTEM
PRODUCT
MANAGEMENT
...............................
108
11
WHAT
WILL
THE
FUTURE
BRING?
CURRENT
TRENDS
AND
DEVELOPMENTS
IN
PRODUCT
MANAGEMENT
............................................................................
114
11.1
THE
PRODUCT
MANAGER
AS
A
PROFIT
CENTER
...............................................
114
11.2
THE
USE
OF
PRODUCT
MANAGEMENT
TEAMS
.............................................
117
11.3
CENTRALIZATION
OF
COMPETENCES
IN
PRODUCT
MANAGEMENT
.....................
119
11.4
SERVICE
ORIENTATION
IN
PRODUCT
MANAGEMENT
.......................................
123
12
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMIZATION
POTENTIALS
..................................................................................................
124
CONTENTS
XI
PRODUCT
MARKETING:
STRUCTURES,
SUCCESS
FACTORS
AND
PRACTICAL
TOOLS
127
1
SETTING
THE
STAGE:
HOW
PRODUCT
MANAGERS
STRUCTURE
COMPLEX
MARKETS.
...
127
1.1
MARKET
SEGMENTATION
............................................................................
128
1.1.1
MARKET
SEGMENTATION
CRITERIA
128
1.1.2
MARKET
SEGMENTATION
STRATEGIES
132
1.2
PRODUCT
SEGMENTATION
...........................................................................
138
1.2.1
PRODUCT
HIERARCHIES
138
1.2.2
REVENUE
AND
CONTRIBUTION
MARGIN
ANALYSIS
(ABC
ANALYSIS)
140
1.3
PRODUCT
MARKET
MATRIX
..........................................................................
144
1.3.1
PRODUCT MARKET
COVERAGE
STRATEGIES
146
1.3.2
PRODUCT MARKET
GROWTH
STRATEGIES
150
1.4
FUNCTION
TECHNOLOGY
MATRIX
................................................................
153
2
RELEVANT
FOR
SUCCESS:
THE
MOST
IMPORTANT
CONTROL
VARIABLES
FOR
PRODUCT
MARKETING
.........................................................................................................
155
2.1
PRODUCT
AND
BRAND
AWARENESS
..............................................................
158
2.2
PRODUCT
BRAND
AND
BRAND
IMAGE
..........................................................
159
2.2.1
NUMBER
OF
RELEVANT
ALTERNATIVES
159
2.2.2
BUILDING
A
PRODUCT/BRAND
IMAGE
161
2.2.3
MARKET
SEGMENTATION
AND
PRODUCT/BRAND
IMAGE
164
2.3
PERFORMANCE
ADVANTAGE
AND
PRODUCT
BENEFIT
........................................
167
2.3.1
PRICE
OR
PERFORMANCE
ORIENTATION
167
2.3.2
PRODUCT
BENEFIT
ANALYSIS
171
2.3.3
QUALITY
FUNCTION
DEPLOYMENT
(QFD)
179
2.3.4
PRACTICAL
APPLICATIONS
181
2.4
PRICE
AS
A
DECISION
CRITERION
................................................................
185
2.4.1
THE
PRICE-PERFORMANCE
RATIO
186
2.4.2
THE
COST-BENEFIT
RATIO
192
2.4.3
TARGET
COSTING
AND
TARGET
PRICING
193
2.5
RELATIONSHIP
MANAGEMENT
....................................................................
195
2.6
CUSTOMER
SATISFACTION
............................................................................
197
3
CLARITY
THROUGH
NUMBERS:
HOW
THE
PRODUCT
MANAGER
DETERMINES
RELEVANT
KEY
FIGURES
.....................................................................................................
202
3.1
COMPILATION
OF
MARKET
AND
SALES
FIGURES
...........................................
203
3.1.1
CALCULATION
OF
MARKET
FIGURES
203
3.1.2
CALCULATION
OF
SALES
FIGURES
206
3.1.3
PRODUCT
PLANNING
AND
STRATEGIC
PRIORITIES
210
3.2
STRUCTURE
OF
THE
CONTRIBUTION
MARGIN
CALCULATION
................................
213
3.2.1
RETURN
ON
SALES
(ROS)
METHOD
214
3.2.2
RETURN
ON
INVESTMENT
(ROI)
METHOD
214
3.2.3
BREAK-EVEN
POINT
(BEP)
METHOD
215
XII
CONTENTS
4
THINKING
STRATEGICALLY:
THE
USE
OF
STRATEGIC
ANALYSIS
TOOLS
BY
THE
PRODUCT
MANAGER
....................................................................................................
217
4.1
THE
SWOT
ANALYSIS
...............................................................................
217
4.2
CREATION
OF
AN
INFLUENCE
MATRIX
............................................................
225
5
GAINING
MARKET
SHARE:
HOW
EFFECTIVE
PRODUCT
STRATEGIES
ARE
DEVELOPED
.
.
227
5.1
SETTING
THE
PRODUCT
MARKET
GOALS
..........................................................
227
5.2
BASIC
STRATEGIES
IN
PRODUCT
MARKETING
...................................................
228
5.2.1
OVERVIEW
OF
THE
STRATEGY
ELEMENTS
230
5.2.2
STRATEGY
DEVELOPMENT
USING
THE
STRATEGIC
TOOLBOX
231
5.3
MARKETING
MIX
STRATEGIES
......................................................................
232
5.3.1
PRICING
STRATEGIES
234
5.3.2
DISTRIBUTION
STRATEGIES
236
5.3.3
ASSORTMENT
STRATEGIES
238
5.3.4
OTHER
MARKETING
MIX
STRATEGIES
238
5.4
EVALUATION
OF
THE
STRATEGY
ALTERNATIVES
..................................................
240
6
THE
RESULT:
CONTENT
AND
STRUCTURE
OF
A
PRODUCT-RELATED
BUSINESS
PLAN
....
242
7
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMIZATION
POTENTIALS
..................................................................................................
244
PROCESS-ORIENTED
PRODUCT
MANAGEMENT:
WORK
PROCESSES,
PROCESS-ORIENTED
MARKETING
AND
INNOVATION
MANAGEMENT
247
1
CREATING
CLARITY:
HOW
PRODUCT
MANAGERS
MAKE
THEIR
WORK
PROCESS
ORIENTED
.....................................................................................................
247
1.1
TEMPORARY
WORK
PROCESSES
.....................................................................
248
1.2
PERMANENT
WORK
PROCESSES
.....................................................................
250
2
ALWAYS
ON
THE
BALL:
THE
DEVELOPMENT
OF
MEASURES
FOR
THE
DESIGN
OF
THE
PRODUCT
LIFE
CYCLE
...........................................................................................
253
2.1
THE
LIFE
CYCLE
MODEL
.............................................................................
253
2.2
PRODUCT
VERSUS
MARKET
LIFE
CYCLE
........................................................
256
2.3
AGE
STRUCTURE
ANALYSIS
OF
PRODUCTS
.......................................................
258
2.4
MARKETING
MIX
IN
THE
PRODUCT
LIFE
CYCLE
...............................................
261
3
THE
SUPREME
DISCIPLINE:
ACTIVE
PURCHASE
PROCESS
MANAGEMENT
BY
THE
PRODUCT
MANAGER
...........................................................................................................
265
3.1
THE
CUSTOMER
BUYING
PROCESS
...............................................................
265
3.2
ANALYSIS
OF
THE
PURCHASE
PROCESS
...........................................................
269
3.3
DETERMINING
THE
MARKETING
MIX
SPECIFIC
TO
THE
PURCHASING
PROCESS
.
.
274
4
ON
COURSE
FOR
GROWTH:
DEVELOPING
INNOVATIVE
PRODUCTS
AND
SUCCESSFULLY
LAUNCHING
THEM
ON
THE
MARKET
......................................................................
277
4.1
THE
INNOVATION
PROCESS
...........................................................................
277
4.2
SITUATION
ANALYSIS/PROBLEM
IDENTIFICATION
.............................................
280
4.3
IDEA
COLLECTION/GENERATION
.....................................................................
281
4.4 SYSTEMATIC
IDEA
ACQUISITION/STORAGE
.....................................................
282
CONTENTS
XIII
4.5
IDEA EVALUATION/SELECTION
AND
DECISION
................................................
284
4.6
MARKET LAUNCH
CONCEPT
AND
PLAN
..........................................................
286
5
MAINTAINING
AN
OVERVIEW:
USING
ROADMAPS
AS
AN
IMPORTANT COMMUNICATION
AND
CONTROL
TOOL
........................................................................................
289
5.1
PURPOSE
OF
A
PRODUCT
ROADMAP
...............................................................
289
5.2
ROADMAP
CONTENTS
.................................................................................
289
5.3
ROADMAP
TYPES
.......................................................................................
291
5.3.1
PRODUCT
ROADMAP
292
5.3.2
TECHNOLOGY
ROADMAP
293
5.3.3
MARKET/STRATEGY
ROADMAP
293
5.3.4
DEVELOPMENT
ROADMAP
294
5.3.5
VISION/MISSION
ROADMAP
294
5.4
TARGET
GROUPS
FOR
ROADMAPS
(INTERNAL/EXTERNAL
ROADMAPS)
...............
295
5.5
LEGALLY
BINDING
NATURE
OF
ROADMAPS
...................................................
295
5.6
HYBRID
ROADMAPS
..................................................................................
296
6
AGILE
PRODUCT
MANAGEMENT:
PRODUCT DEVELOPMENT
AND
FURTHER
APPLICATION
POSSIBILITIES
......................................................................................................
296
6.1
REASONS
FOR
THE
USE
OF
SCRUM
................................................................
298
6.2
THE
BASIC
IDEA
OF
SCRUM
........................................................................
298
6.3
PARTICIPANTS
IN
THE
SCRUM
PROCESS
..........................................................
298
6.4
MAIN
ELEMENTS
IN
THE
SCRUM
PROCESS
....................................................
300
6.5
THE
SCRUM
PROCESS
.................................................................................
303
6.6
TASKS
OF
THE
PRODUCT
OWNER
IN
THE
SCRUM
PROCESS
................................
304
7
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMISATION
POTENTIALS
..................................................................................................
305
FURTHER
READING
307
INDEX
309
|
| adam_txt |
CONTENTS
PRODUCT
MANAGEMENT:
POSITIONING,
CORE
COMPETENCIES
AND
ORGANIZATIONAL
INTEGRATION
1
1
A
BRIEF
INTRODUCTION
TO
PRODUCT
MANAGEMENT
.
2
2
NOT
A
CLEAR-CUT
MATTER:
HOW
FUNCTIONAL
AND
PRODUCT
MANAGEMENT
DIFFER
FROM
EACH
OTHER
.
3
2.1
THE
FUNCTIONAL
MANAGER
.
3
2.2
THE
PRODUCT
MANAGER
.
5
2.3
POTENTIAL
FOR
CONFLICT
BETWEEN
PRODUCT
AND
FUNCTIONAL
MANAGEMENT
6
2.4
DEFINITION
OF
PRODUCT
MANAGEMENT
.
6
3
SETTING
BOUNDARIES:
HOW
PRODUCT MANAGERS
MANAGE
INTERFACES
AND
DELEGATE
TASKS
.
7
3.1
CLARIFICATION
OF
INTERFACES
.
9
3.2
REASONS
FOR
DELEGATING
TASKS
.
12
4
A
FUNDAMENTAL
DECISION:
THE
POSITIONING
OF
THE
PRODUCT
MANAGER
IN
THE
COMPANY
.
22
4.1
POSITIONING
POSSIBILITIES
FOR PRODUCT
MANAGEMENT
.
22
4.2
OPERATIONAL
AND
STRATEGIC
PRODUCT
MANAGEMENT
.
25
5
A
DIVERSE
SPECTRUM:
JOB
DESCRIPTION
AND
JOB
PROFILE
OF
THE
PRODUCT
MANAGER
.
26
5.1
JOB
DESCRIPTION
OF
A
PRODUCT
MANAGER
.
26
5.2
OTHER
TASKS
OF
A
PRODUCT
MANAGER
.
30
5.3
INTERFACE
DEFINITION
IN
PRODUCT
MANAGEMENT
.
33
5.4
REQUIREMENTS
PROFILE
OF
PRODUCT
MANAGERS
.
36
5.5
PRODUCT
ORIENTATION
AND
MARKET
ORIENTATION
.
38
6
OPEN
ON
MANY
SIDES:
THE
PROCESS
LEVELS
IN
PRODUCT
MANAGEMENT
.
41
6.1
THE
DISPOSITIVE
LEVEL
.
41
6.1.1
MARKET
GROWTH/MARKET
SHARE
PORTFOLIO
42
6.1.2
MARKET
ATTRACTIVENESS/COMPETITIVE
POSITION
PORTFOLIO
46
X
CONTENTS
6.2
THE
STRATEGIC
LEVEL
.
54
6.2.1
PRODUCT
PLANNING
54
6.2.2
THE
AGREEMENT
ON
GOALS
60
6.2.3
STRATEGIC
CONFLICTS
62
6.3
THE
OPERATIONAL
LEVEL
.
63
7
A
COMPLEX
PROJECT:
HOW
TO
INTRODUCE
PRODUCT
MANAGEMENT
IN
THE
COMPANY
.
66
7.1
ADVANTAGES
AND
DISADVANTAGES
OF
PRODUCT
MANAGEMENT
.
67
7.2
SUCCESS
FACTORS
FOR
IMPLEMENTATION
AND
INTRODUCTION
.
68
7.3
RECRUITMENT
OF
PRODUCT
MANAGERS
.
71
8
A
MAJOR
CHALLENGE:
THE
ORGANIZATIONAL
INTEGRATION
OF
PRODUCT
MANAGEMENT
.
74
8.1
ORGANIZATION
IN
STRATEGIC
PRODUCT
MANAGEMENT
.
75
8.2
ORGANIZATION
IN
OPERATIONAL
PRODUCT
MANAGEMENT
.
79
8.2.1
ASSIGNMENT
TO
MARKETING/SALES
FUNCTIONS
79
8.2.2
ASSIGNMENT
TO
TECHNICAL
FUNCTIONS
80
8.3
SPECIAL
FORMS
OF
ORGANIZATION
IN
PRODUCT
MANAGEMENT
.
83
9
OFTEN
NEGLECTED:
THE
DEFINITION
OF
STRATEGIC
RESPONSIBILITY
IN
THE
COMPANY
85
9.1
BASIC
FORMS
OF
ORGANIZATION
.
85
9.1.1
THE
FUNCTION-ORIENTED
ORGANIZATION
86
9.1.2
THE
PRODUCT-ORIENTED
ORGANIZATION
86
9.1.3
THE
MARKET-ORIENTED
ORGANIZATION
87
9.1.4
THE
REGIONALLY
ORIENTED
ORGANIZATION
89
9.2
DEFINITION
OF
STRATEGIC
RESPONSIBILITY
.
90
9.2.1
ALTERNATIVES
TO
STRATEGIC
RESPONSIBILITY
92
9.2.2
CRITERIA
FOR
DETERMINING
STRATEGIC
RESPONSIBILITY
98
10
PRODUCT
VERSUS
SYSTEM?
THE
WAY
TO
SYSTEM
PRODUCT
MANAGEMENT
.
103
10.1
FROM
MARKETING
MANAGEMENT
TO
SYSTEM
PRODUCT
MANAGEMENT
.
103
10.2
BASIC
PRINCIPLES
OF
SYSTEM
PRODUCT
MANAGEMENT
.
108
11
WHAT
WILL
THE
FUTURE
BRING?
CURRENT
TRENDS
AND
DEVELOPMENTS
IN
PRODUCT
MANAGEMENT
.
114
11.1
THE
PRODUCT
MANAGER
AS
A
PROFIT
CENTER
.
114
11.2
THE
USE
OF
PRODUCT
MANAGEMENT
TEAMS
.
117
11.3
CENTRALIZATION
OF
COMPETENCES
IN
PRODUCT
MANAGEMENT
.
119
11.4
SERVICE
ORIENTATION
IN
PRODUCT
MANAGEMENT
.
123
12
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMIZATION
POTENTIALS
.
124
CONTENTS
XI
PRODUCT
MARKETING:
STRUCTURES,
SUCCESS
FACTORS
AND
PRACTICAL
TOOLS
127
1
SETTING
THE
STAGE:
HOW
PRODUCT
MANAGERS
STRUCTURE
COMPLEX
MARKETS.
.
127
1.1
MARKET
SEGMENTATION
.
128
1.1.1
MARKET
SEGMENTATION
CRITERIA
128
1.1.2
MARKET
SEGMENTATION
STRATEGIES
132
1.2
PRODUCT
SEGMENTATION
.
138
1.2.1
PRODUCT
HIERARCHIES
138
1.2.2
REVENUE
AND
CONTRIBUTION
MARGIN
ANALYSIS
(ABC
ANALYSIS)
140
1.3
PRODUCT
MARKET
MATRIX
.
144
1.3.1
PRODUCT MARKET
COVERAGE
STRATEGIES
146
1.3.2
PRODUCT MARKET
GROWTH
STRATEGIES
150
1.4
FUNCTION
TECHNOLOGY
MATRIX
.
153
2
RELEVANT
FOR
SUCCESS:
THE
MOST
IMPORTANT
CONTROL
VARIABLES
FOR
PRODUCT
MARKETING
.
155
2.1
PRODUCT
AND
BRAND
AWARENESS
.
158
2.2
PRODUCT
BRAND
AND
BRAND
IMAGE
.
159
2.2.1
NUMBER
OF
RELEVANT
ALTERNATIVES
159
2.2.2
BUILDING
A
PRODUCT/BRAND
IMAGE
161
2.2.3
MARKET
SEGMENTATION
AND
PRODUCT/BRAND
IMAGE
164
2.3
PERFORMANCE
ADVANTAGE
AND
PRODUCT
BENEFIT
.
167
2.3.1
PRICE
OR
PERFORMANCE
ORIENTATION
167
2.3.2
PRODUCT
BENEFIT
ANALYSIS
171
2.3.3
QUALITY
FUNCTION
DEPLOYMENT
(QFD)
179
2.3.4
PRACTICAL
APPLICATIONS
181
2.4
PRICE
AS
A
DECISION
CRITERION
.
185
2.4.1
THE
PRICE-PERFORMANCE
RATIO
186
2.4.2
THE
COST-BENEFIT
RATIO
192
2.4.3
TARGET
COSTING
AND
TARGET
PRICING
193
2.5
RELATIONSHIP
MANAGEMENT
.
195
2.6
CUSTOMER
SATISFACTION
.
197
3
CLARITY
THROUGH
NUMBERS:
HOW
THE
PRODUCT
MANAGER
DETERMINES
RELEVANT
KEY
FIGURES
.
202
3.1
COMPILATION
OF
MARKET
AND
SALES
FIGURES
.
203
3.1.1
CALCULATION
OF
MARKET
FIGURES
203
3.1.2
CALCULATION
OF
SALES
FIGURES
206
3.1.3
PRODUCT
PLANNING
AND
STRATEGIC
PRIORITIES
210
3.2
STRUCTURE
OF
THE
CONTRIBUTION
MARGIN
CALCULATION
.
213
3.2.1
RETURN
ON
SALES
(ROS)
METHOD
214
3.2.2
RETURN
ON
INVESTMENT
(ROI)
METHOD
214
3.2.3
BREAK-EVEN
POINT
(BEP)
METHOD
215
XII
CONTENTS
4
THINKING
STRATEGICALLY:
THE
USE
OF
STRATEGIC
ANALYSIS
TOOLS
BY
THE
PRODUCT
MANAGER
.
217
4.1
THE
SWOT
ANALYSIS
.
217
4.2
CREATION
OF
AN
INFLUENCE
MATRIX
.
225
5
GAINING
MARKET
SHARE:
HOW
EFFECTIVE
PRODUCT
STRATEGIES
ARE
DEVELOPED
.
.
227
5.1
SETTING
THE
PRODUCT
MARKET
GOALS
.
227
5.2
BASIC
STRATEGIES
IN
PRODUCT
MARKETING
.
228
5.2.1
OVERVIEW
OF
THE
STRATEGY
ELEMENTS
230
5.2.2
STRATEGY
DEVELOPMENT
USING
THE
STRATEGIC
TOOLBOX
231
5.3
MARKETING
MIX
STRATEGIES
.
232
5.3.1
PRICING
STRATEGIES
234
5.3.2
DISTRIBUTION
STRATEGIES
236
5.3.3
ASSORTMENT
STRATEGIES
238
5.3.4
OTHER
MARKETING
MIX
STRATEGIES
238
5.4
EVALUATION
OF
THE
STRATEGY
ALTERNATIVES
.
240
6
THE
RESULT:
CONTENT
AND
STRUCTURE
OF
A
PRODUCT-RELATED
BUSINESS
PLAN
.
242
7
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMIZATION
POTENTIALS
.
244
PROCESS-ORIENTED
PRODUCT
MANAGEMENT:
WORK
PROCESSES,
PROCESS-ORIENTED
MARKETING
AND
INNOVATION
MANAGEMENT
247
1
CREATING
CLARITY:
HOW
PRODUCT
MANAGERS
MAKE
THEIR
WORK
PROCESS
ORIENTED
.
247
1.1
TEMPORARY
WORK
PROCESSES
.
248
1.2
PERMANENT
WORK
PROCESSES
.
250
2
ALWAYS
ON
THE
BALL:
THE
DEVELOPMENT
OF
MEASURES
FOR
THE
DESIGN
OF
THE
PRODUCT
LIFE
CYCLE
.
253
2.1
THE
LIFE
CYCLE
MODEL
.
253
2.2
PRODUCT
VERSUS
MARKET
LIFE
CYCLE
.
256
2.3
AGE
STRUCTURE
ANALYSIS
OF
PRODUCTS
.
258
2.4
MARKETING
MIX
IN
THE
PRODUCT
LIFE
CYCLE
.
261
3
THE
SUPREME
DISCIPLINE:
ACTIVE
PURCHASE
PROCESS
MANAGEMENT
BY
THE
PRODUCT
MANAGER
.
265
3.1
THE
CUSTOMER
BUYING
PROCESS
.
265
3.2
ANALYSIS
OF
THE
PURCHASE
PROCESS
.
269
3.3
DETERMINING
THE
MARKETING
MIX
SPECIFIC
TO
THE
PURCHASING
PROCESS
.
.
274
4
ON
COURSE
FOR
GROWTH:
DEVELOPING
INNOVATIVE
PRODUCTS
AND
SUCCESSFULLY
LAUNCHING
THEM
ON
THE
MARKET
.
277
4.1
THE
INNOVATION
PROCESS
.
277
4.2
SITUATION
ANALYSIS/PROBLEM
IDENTIFICATION
.
280
4.3
IDEA
COLLECTION/GENERATION
.
281
4.4 SYSTEMATIC
IDEA
ACQUISITION/STORAGE
.
282
CONTENTS
XIII
4.5
IDEA EVALUATION/SELECTION
AND
DECISION
.
284
4.6
MARKET LAUNCH
CONCEPT
AND
PLAN
.
286
5
MAINTAINING
AN
OVERVIEW:
USING
ROADMAPS
AS
AN
IMPORTANT COMMUNICATION
AND
CONTROL
TOOL
.
289
5.1
PURPOSE
OF
A
PRODUCT
ROADMAP
.
289
5.2
ROADMAP
CONTENTS
.
289
5.3
ROADMAP
TYPES
.
291
5.3.1
PRODUCT
ROADMAP
292
5.3.2
TECHNOLOGY
ROADMAP
293
5.3.3
MARKET/STRATEGY
ROADMAP
293
5.3.4
DEVELOPMENT
ROADMAP
294
5.3.5
VISION/MISSION
ROADMAP
294
5.4
TARGET
GROUPS
FOR
ROADMAPS
(INTERNAL/EXTERNAL
ROADMAPS)
.
295
5.5
LEGALLY
BINDING
NATURE
OF
ROADMAPS
.
295
5.6
HYBRID
ROADMAPS
.
296
6
AGILE
PRODUCT
MANAGEMENT:
PRODUCT DEVELOPMENT
AND
FURTHER
APPLICATION
POSSIBILITIES
.
296
6.1
REASONS
FOR
THE
USE
OF
SCRUM
.
298
6.2
THE
BASIC
IDEA
OF
SCRUM
.
298
6.3
PARTICIPANTS
IN
THE
SCRUM
PROCESS
.
298
6.4
MAIN
ELEMENTS
IN
THE
SCRUM
PROCESS
.
300
6.5
THE
SCRUM
PROCESS
.
303
6.6
TASKS
OF
THE
PRODUCT
OWNER
IN
THE
SCRUM
PROCESS
.
304
7
THE
IMPLEMENTATION:
CHECKLIST
FOR
THE
IDENTIFICATION
OF
OPTIMISATION
POTENTIALS
.
305
FURTHER
READING
307
INDEX
309 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Aumayr, Klaus J. 1958- |
| author_GND | (DE-588)131357190 |
| author_facet | Aumayr, Klaus J. 1958- |
| author_role | aut |
| author_sort | Aumayr, Klaus J. 1958- |
| author_variant | k j a kj kja |
| building | Verbundindex |
| bvnumber | BV048835051 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)1374567984 (DE-599)DNB1258987864 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV048835051 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T21:36:14Z |
| indexdate | 2024-07-10T09:47:19Z |
| institution | BVB |
| institution_GND | (DE-588)1043386068 |
| isbn | 9783658382759 |
| language | English German |
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| physical | XV, 321 Seiten |
| publishDate | 2023 |
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| spelling | Aumayr, Klaus J. 1958- Verfasser (DE-588)131357190 aut Erfolgreiches Produktmanagement Successful Product Management Tool box for the professional Product management and Product marketing Klaus J. Aumayr Wiesbaden Springer Gabler [2023] © 2023 XV, 321 Seiten txt rdacontent n rdamedia nc rdacarrier Übersetzung der deutschsprachigen 5. Auflage 2019 Produktmanagement (DE-588)4125960-9 gnd rswk-swf Basics Book Product Marketing Company Practice Process-oriented product management Process-oriented product marketing Product Management Book Product Manager Product Strategies Purchase process management Produktmanagement (DE-588)4125960-9 s DE-604 Springer Fachmedien Wiesbaden (DE-588)1043386068 pbl Erscheint auch als Online-Ausgabe 978-3-658-38276-6 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=99099de1a11b47b9885708e4b9d88f04&prov=M&dok_var=1&dok_ext=htm Inhaltstext X:MVB http://www.springer.com/ DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034100572&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p vlb 20220602 DE-101 https://d-nb.info/provenance/plan#vlb |
| spellingShingle | Aumayr, Klaus J. 1958- Successful Product Management Tool box for the professional Product management and Product marketing Produktmanagement (DE-588)4125960-9 gnd |
| subject_GND | (DE-588)4125960-9 |
| title | Successful Product Management Tool box for the professional Product management and Product marketing |
| title_alt | Erfolgreiches Produktmanagement |
| title_auth | Successful Product Management Tool box for the professional Product management and Product marketing |
| title_exact_search | Successful Product Management Tool box for the professional Product management and Product marketing |
| title_exact_search_txtP | Successful Product Management Tool box for the professional Product management and Product marketing |
| title_full | Successful Product Management Tool box for the professional Product management and Product marketing Klaus J. Aumayr |
| title_fullStr | Successful Product Management Tool box for the professional Product management and Product marketing Klaus J. Aumayr |
| title_full_unstemmed | Successful Product Management Tool box for the professional Product management and Product marketing Klaus J. Aumayr |
| title_short | Successful Product Management |
| title_sort | successful product management tool box for the professional product management and product marketing |
| title_sub | Tool box for the professional Product management and Product marketing |
| topic | Produktmanagement (DE-588)4125960-9 gnd |
| topic_facet | Produktmanagement |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=99099de1a11b47b9885708e4b9d88f04&prov=M&dok_var=1&dok_ext=htm http://www.springer.com/ http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034100572&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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