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Product marketing deals with the first of the “7P”‘s of Promotion, Packaging, Positioning & People.
Product marketing, as opposed to public relations, etc.
Product market definition focus on a narrow statement. It focuses on the product type, customer needs (functional needs), customer type, and geographic area.
 Role of product marketing
Product marketing in a business addresses five important strategic questions:
- What products will be offered (i.e., the breadth and depth of the product line)?
- Who will be the target customers (i.e., the boundaries of the market segments to be served)?
- How will the products reach those (i.e., the distribution channel and are there viable possibilities that create a solid business model)?
- At what price should the products be offered?
- How will customers be introduced to the products (i.e., advertising)?
 Product marketing vs. product management
Product marketing frequently differs from product management in high-tech companies. Whereas the product manager is required to take a product’s requirements from the sales and marketing personnel and create a product requirements document (PRD), which will be used by the engineering team to build the product, the product marketing manager can be engaged in the task of creating a Market Requirements Document (MRD), which is used as source for the product management to develop the PRD.
In other companies the product manager creates both the MRDs and the PRDs, while the product marketing manager does outbound tasks like giving NPV analyses on technology investments, strategizing how the decision criteria of the prospects or customers can be changed so that they buy the company’s product vis-a-vis the competitor’s product, etc.
One issue that faces Product Marketers is that they are chartered with developing much of the content for the various constituents (sales, marcom, customers, blogs, etc.). Creating content tends to be given more value than the actual research and thinking that is behind all the content.
In smaller high-tech firms or Engineer, who tend to be promoted to managers in due course.
The trend that is emerging in Silicon Valley is for companies to hire a team of a product marketing manager with a technical marketing manager. The Technical marketing role is becoming more valuable as companies become more competitive and seek to reduce costs and time to market. Another trend is to have one Product Marketing Manager per group of Product Managers. This is the model that leads to the issue of PMMs being pressured to write content instead of connecting with the market.
The typical education qualification for this area of business is a high level Marketing or Business related degree, e.g. an BBA, MBA, M.A./M.S. in Marketing, M.A./M.S. in I/O Psychology, not forgetting sufficient work experience in related areas. As a key skill is to be able to interact with technical staff, a background in engineering or computing is also an asset.
1. ^ This is described in further detail by S. Wheelright and K. Clark in Revolutionizing Product Development (1992), p. 40-41; at the beginning of the section titled “Product/Market Planning and Strategy”.
This article uses material from the Wikipedia article Product Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.