DOCSLIB.ORG

Marketing Management -Prof

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Marketing Management -Prof Symbiosis Institute of Media and Communication, Pune Marketing Management -Prof. Chandan Chatterjee Marketing Diary Apple Macbook Pro Submitted By: YASMIN HUSSAIN 144 MBA 2011-2013 2 TABLE OF CONTENTS TOPICS PAGE NO. Product chosen 5 About the company 6 About the product 7 AMA and Marketing 8 • AMA • Marketing • My view Customer Value 11 • Value chain analysis • Customer Perceived Value Product 20 • Core/Augmented Products and Services • Product Levels • Product classification and hierarchy • Product Mix • Product Lifecycle • Industry Lifecycle Competitors 27 • Competitor Map • Direct Competitor Comparison • Competitive Forces • Market Share Pricing 31 Brand 33 • Branding • Brand Equity • Branding Strategy • Apple and the environment 3 Marketing Communications 42 • Marketing Mix • Marketing Communications Mix (ATL & BTL) • IMC Campaigns Distribution Decisions 87 • Distribution Structure • Target • B2B Channels • B2C Channels • Retail Strategy – SWOT Analysis • Apple Store Vs Luxury Retailers Sales Management 95 Consumer Behavior / Organizational Behavior 96 • Consumer Decision Making • Consumer Satisfaction • Organizational Culture • Organizational Structure STP 103 • Segmentation • Targeting • Positioning Role of Marketing Management 107 • Marketing Manager Role What makes Apple different? 109 • Income Sheet • Milestones • Apple without Steve Jobs References 120 4 PRODUCT CHOSEN APPLE MACBOOK PRO 5 ABOUT THE COMPANY- APPLE Industry: Computer Hardware, Computer Software, Consumer Electronics, Digital Distribution Founded on: 1 April 1976 Founders: Steve Jobs (Chairman and CEO), Steve Wozniak, Ronald Wayne Headquarters: California, U.S. Products List: Mac, iPod, iPhone, iPad, Apple TV, Mac OS X, iLife, iWork, iOS Services List: Apple Store, Apple store online, App Store, iTunes store, iBooks, MobileMe 6 ABOUT THE PRODUCT FEATURES 7 AMA AND MARKETING AMA • American Marketing Association • The professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide • Founded in early 1900s MARKETING AMA DEFINITIONS: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) Following diagram depicts the change in definition of marketing (by AMA) over a span of 7 decades. 8 9 My View: According to me, marketing is a process of identifying and fulfilling needs and wants of the customer by creating, communicating and delivering value. The central focus is customer. 10 CUSTOMER VALUE VALUE CHAIN ANALYSIS ACTIVITY EXAMPLE Administration A greener Apple–Apple redesigned packaging for many of its popular products to be more lightweight and take up less space in shipment. This means reduced emissions during transportation and results 11 in a savings for the firm. Apple has also made moves to reduce the number of harmful chemicals used in the production of its products. Strong cash position– Apple maintains a large cash reserves and carries a comparatively small amount of long-term debt. This way it can finance expansion, capital purchases, and development internally with little reliance on third-party creditors. Human Resource Management Selective hiring process– Apple follows selective hiring practices to recruit and hire talented individuals. Generous employee benefits program–Apple offers a variety of attractive employee benefits to complement direct wages. The benefits system is used to entice, and retain industry-leading talent to benefit Apple. Technological Research and development– Apple increased Development research and development funding by nearly 66% from 2007 to 2009.In 2009 Apple spent $1.33 Billion on research and development. This is a commitment to continue to push innovation forward to keep ahead of competition. Patent filing– Apple believes in the importance of protecting its intellectual capital by filing patents in the United States and worldwide for its inventions and innovations. Apple currently holds a portfolio of several thousand patents. Procurement Positive relationships with suppliers– Apple works closely with its key suppliers to benefit all parties involved. Apple is a member of the Electronic Industry Citizenship Coalition (EICC) and works to ensure fair treatment of workers in OEM factories. Apple has also developed its own Supplier Code of Conduct to govern the actions of its suppliers. These beneficial steps foster positive relationships with suppliers. 12 Inbound Logistics Automated receiving systems– Apple has implemented sophisticated automated receiving systems to speed up the receiving process and reduce facility footprint and storage space requirements. Delegate raw materials acquisition– Apple works with its OEM partners to delegate the raw materials acquisition process but provides some supervision for quality control purposes. Operations Utilize OEM’s economies of scale– Apple outsources production to third-party OEM partners to utilize their economies of scale while removing the burden of production management from the firm. Internal design– The design and conceptualization of current and future products is done internally at Apple, utilizing industry-leading industrial design teams and engineering knowhow. Outbound Logistics Economical/stylist packaging– In order to save money on shipment and entice customers, Apple uses eye-catching packaging that takes up less physical space and weighs less. This reduces shipping costs and environmental effect while attracting customers to the firm’s products. Apple Stores/Authorized retailers – To control the firm’s brand image Apple sells through first-party retail establishments and through authorized retailers. Apple Stores act as advertisements for the brand and provide a human point of contact between the firm and its customers. Authorized retailers are held to certain standards to protect Apple’s brand image. Direct shipment–Apple.com online orders are shipped directly to consumers from storage facilities in China. This minimizes inventory buildup in more costly warehouse locations in the United States. 13 Marketing and Sales “Get a Mac” Ads – Apple uses a series of television advertisements comparing the firm’s products to competitors using a variety of direct and indirect methods to build a lifestyle brand image. The ads are humorous and do not emphasize cost or feature-by- feature comparisons, opting instead to develop the firm’s image. Retail locations/Flagship stores– Apple stores across the United States serve as living advertisements for the company promoting the brand and lifestyle image. Flagship stores, like the 5th Avenue New York store are an attraction drawing visitors on novelty hoping to convert the visits into sales. Secretive and selective unveilings– By keeping secrets about product releases and holding invitation- only press events for product unveilings, Apple creates hype and suspension around product launches Servicing Apple Genius – Apple stores house the ‘Apple Genius Bar’ where customers can talk with an Apple specialist known as a ‘genius’ about problems with their device. This human interaction with a first party service provider builds a rapport with customers and offers a stark contrast to endless phone service calls. Included and extended warranty– Apple offers an included 90 days warranty against defects and issues with its products. Customers can also purchase extended warranties through ‘Apple Care’ to protect their product. Free consultation– Customers can bring in their device for a free consultation regarding issues problems with no commitment, whether it is in or out of warranty. The customer then has the option to pursue different avenues of resolving the issue without an upfront charge 14 CUSTOMER PERCEIVED VALUE CUSTOMER PERCEIVED VALUE TOTAL CUSTOMER TOTAL CUSTOMER BENEFITS COST PRODUCT VALUE MONETARY COST SERVICE VALUE TIME COST PERSONNEL VALUE ENERGY COST IMAGE VALUE PSYCHIC COST VALUE OF MY PRODUCT: PRODUCT VALUE: • SIMPLE AND ELEGANT DESIGN • WORKS EFFICIENTLY • FASTER PROCESSOR 15 Following diagram is an example why customer values the product: SERVICE VALUE: • STORE EXPERIENCE PRE/POST SALES • EXTENDED WARRANTY /REPLACEMENT • FREE APPLICATIONS 16 17 Apple retail stores are all owned and operated by Apple – they are chain stores. There are more than 300 worldwide, and 4 of them are located here in NYC. The stores offer an outstanding level of service, including free workshops, one to one membership service, and the genius bar. The Apple Store (Apple’s online store) is also very popular, as it is accessible worldwide and convenient. Online or by phone, one can also customize Apple products. Apple retail stores can be classified as specialty stores. “Consumers usually consider price to be secondary in specialty outlets. Instead, the distinctive merchandise, the store’s physical appearance, and the caliber of the staff determine its popularity.” Apple stores are most certainly fine tuned to cater to the Apple consumer and to embody company brand image and ethos. The stores also add to the feel of exclusivity. The Apple stores’ motto is: “Come to shop. Return to learn.” The stores have a very welcoming atmosphere. The displays are sparsely laid out on big tables and very easy to interact with. All computers, phones, and pads are always on and have Internet connection, so you can fully experience the product. The sound in the store is soft; the music is soft rock and classics
Load more

Recommended publications
  • Inside This Issue from Maxi to Mini
    Monthly Meeting January 26 - 7 pm iDVD Learn how to use this revolutionary program. at UConn Medical Center “Back To Basics” - 6 pm (see info on page 11) NEWSLETTER OF CONNECTICUT MACINTOSH CONNECTION, INC.JANUARY 2005 From Maxi to Mini Macworld SF 2005 By Don Dickey, Macworld San Francisco CMC president Apple CEO Steve Jobs Last year’s rage was G5s. Big ones! delivered a keynote Whether you were looking at a G5 tower presentation Tuesday, or a G5 iMac with 20" integrated dis- Jan 11, at 9 AM PT, play, you were looking at some very introducing the latest hardware and software large hardware. FireWire 800 and gigabyte ethernet. The products from Apple, low end Macs never made sense for pro- including iPod shuffle, For 2005, Apple introduced the “Mac fessional users anyway. Mac mini, iLife ’05, mini.” What is it? Imagine a stack of five iWork ’05 and audio CDs. The Mini is a skosh bigger than If you’re a current Mac user looking for an Final Cut Express that, but not much. What’s it got? A G4 easy upgrade, the Mini represents a very HD and more. processor with most of the ports you’d get good value. This is especially true if you in an iMac, eMac, or iBook. What’s it already have a decent monitor which You can watch Apple’s Steve missing? Well, a keyboard and mouse, to would “go to waste” if you bought an iMac Jobs deliver the Macworld mention a couple! Yes, you do need them, or eMac.
    [Show full text]
  • Apple Cancel Refund Request
    Apple Cancel Refund Request Sometimes doughtier Plato hybridise her nova anaerobiotically, but case-hardened Geraldo overscore post or bunts urbanely. Er is luteal and pouch obliviously while mouldering Silvester walk-out and irradiates. Poul is truly ctenophoran after certificated Jean-Luc sell-off his declinature unprosperously. Your item is ready knowledge be picked up. Please try again with a new code. Do i would patient management systems not legitimate i see a budget resolution setting up, the right corner of. To validate your argument tell me how you go about purchasing an app without downloading it? Your apple id and refunds within fourteen days. Please excuse any suggestions to sunset this life in land space below. Where you solve this field may have a refund requests that is already been sent you subscribed. Find this request refunds within fourteen days. Thanks for letting us know! If you provide them with the page for total refund worth it shouldn't be a. With Family Sharing and Ask to Buy, any can give kids the freedom to make sure own choices while still controlling your spending. For trials and subscriptions, refunds are processed by Apple and Google at their discretion. Apple handles all cancellation and refund requests for subscriptions in-app purchases purchased with an iOS device Apple typically honors. We use cookies to ensure the best experience on all Epic Games websites. When you contact us through the app, we will automatically receive school account details and can quickly review our request. My goodness, I hope this is sorted out. Apple controls those exist and not Screen Time so your're sorry but we just't issue refunds Follow the.
    [Show full text]
  • In Darwin's Garden: an Evolutionary Exploration of Augmented Reality In
    In Darwin’s Garden: an evolutionary exploration of augmented reality in practice Item Type Book chapter Authors Summers, Alan Citation Summers, A. (2020). ‘In Darwin’s Garden: an evolutionary exploration of augmented reality in practice, In Earnshaw, R., Liggett, S., Excell, P., Thalmann, D. (Eds). Technology, Design and the Arts - Challenges and Opportunities. Springer International Publishing Publisher Springer International Publishing Rights Attribution-NonCommercial-NoDerivatives 4.0 International Download date 28/09/2021 19:30:23 Item License http://creativecommons.org/licenses/by/4.0/ Link to Item http://hdl.handle.net/10034/623088 Chapter x In Darwin’s Garden: an evolutionary exploration of augmented reality in practice Alan Summers University of Chester [email protected] Abstract This chapter discusses the rapid developments in augmented reality and mixed reality technologies, from a practitioner’s perspective of making the augmented reality sculptural work In Darwin’s Garden. From its conception in 2012, to its exhibition at Carbon Meets Silicon II in 2017, the advances in augmented reality technology led to an interplay between the goal of the creators and the technological realisation of that vision. The art, design and technology involved, generated a reactive process that was mired in external influences as the accessibility to augmented reality became commercially valuable and subsequently restricted. This chapter will be of interest to anyone who wants to understand more about the possibilities, technologies and processes involved in realising mixed reality practice and about the commercial culture that supports it. Keywords: Augmented reality • Sculpture • Extended realities • Transmediation • Embodiment • Virtuality x.1 Introduction The artwork In Darwin’s Garden was developed by the artist Chris Meigh-Andrews with the collaboration and assistance of Rowan Blaik, Head gardener at Down House, and the author, a design educator and researcher at the University of Chester, UK.
    [Show full text]
  • The Untold Story Behind Apple's 'Think Different' Campaign
    The untold story behind Appleʼs ‘Think Differentʼ campaign | Computerworld 3/1/19, 505 AM About ! APPLE HOLIC Appleholic, (noun), æp·əl-hɑl·ɪk: An By Jonny Evans, Computerworld imaginative person who thinks about JUNE 17, 2015 02:49 AM PT what Apple is doing, why and where it is going. Delivering popular Apple-related news, advice and entertainment since 1999. NEWS The untold story behind Apple’s ‘Think Different’ campaign It was inspired by Rene Magritte’s seminal surrealist work, 'Ceci n’est pas une pipe' Legend has it that way back when the PC dinosaurs still walked the Earth, returning company co-founder Steve Jobs sought a mantra to show Apple was back in business, and the acclaimed ‘Think Different’ Think Different with Muhammed Ali. The untold story behind Appleʼs ‘Think Differentʼ campaign | Computerworld 3/1/19, 505 AM Sketch different You could argue the huge success of the campaign is a key reason that Apple and Steve Jobs remain so deeply recognizable. I thought some readers would be interested in something new I've learned about the genesis of the campaign, which turns out (or so it is claimed) to be the brainchild of Chiat\Day art director, Craig Tanimoto. Here’s what happened, according to Jonathan Littman, who spent two days with Tanimoto researching his next book: “Apple was in trouble, big time. They had only 90 days of money left,” said Tanimoto. “Steve was back at the helm, but the big question was, were they going to survive?” In 1997, the agency needed a big idea for a big problem.
    [Show full text]
  • Here's to the Crazy Ones
    CHIEF MEDICAL EDITOR’S PAGE s HERE’S TO THE CRAZY ONES he famous “1984” the answer was, “That’s just brilliant for introducing commercial is how it’s done,” I wouldn’t scrambling to the NFL. regarded as one of accept it. I would push to Before him, quarterbacks the greatest advertise- make it better, any way didn’t try to slip away from ments of all time. It I could. sacks. It took 40 years for helpedT put Apple on the I saw so many of my someone to realize that, map. While I can respect peers looking at things when a 300-pound man is the disruptive spirit of through the same lens, and trying to tackle you, you “1984,” I personally prefer it was blinding their abil- should run away. Really? Apple’s “Here’s to the Crazy ity to innovate. I realized Of course, for every suc- Ones” commercial. that if I wanted to change cess like these, there are a First airing in 1997, it ophthalmology, I didn’t thousand failures. It sure features black-and-white need to be talented. I just felt like that for me, any- footage of iconic per- needed to think differently. way. But no matter how sonalities such as Albert That was the real brilliance bitter those defeats, the Einstein, Muhammad of the ad, by the way. It taste of one victory made Ali, Amelia Earhart, and introduced the great- it all worthwhile. Pablo Picasso. Narrated by est tagline ever written: Our focus in this issue Richard Dreyfuss, it starts, “Think different.” of GT is innovations in “Here’s to the crazy ones.
    [Show full text]
  • 40 Lessons from 40 Years of Apple Ads
    40 Lessons from 40 Years of Apple Ads Apple was founded on April fools day in 1976. It’s first office was Steve Jobs’ parents’ garage: And it’s first products were humble: Steve Jobs was obsessed with poets, and he and Woz both drew inspiration from one of the best, Bob Dylan. Any great folklorist will tell you that Apple’s origins met the primary criteria for future exaltation. They were humble, poor, and hard working. From those origins, Apple has grown to a global behemoth with over $269 billion dollars in the bank. One of the (many) things that helped Apple get to where it is today is a mastery of advertising. This article presents 40 of the best Apple ads over 40 years and draws 40 lessons from each. It spans 1977’s “Simplicity” all the way to “The Rock x Siri Dominate the Day.” 1977 — “Simplicity” (https://archive.org/details/Apple_II_-_Simplicity_is_the_ultimate_sophistication) “Apple II will change the way you think about computers.” This is an introduction to the Apple II. It displays the features of the device with a clear emphasis on personal computing. The idea of having a personal computer was very new at the time; many people didn’t think there was a use for a computer at home. The lesson: When you’re introducing something new, keep it simple. 1978 — “Bestselling” (http://www.macmothership.com/gallery/MiscAds/a2bestselling1.jpg) “Since we developed Apple II in April 1977, more people have chosen our computer than all other personal computers combined.” Apple opens the brochure with the above quote, providing social proof from buyers.
    [Show full text]
  • Application for Faculty Development Program PROJECT GRANT
    Application for Faculty Development Program PROJECT GRANT Name: Tamara F. O’Callaghan Department: English Office: LA 547 Office Phone: Ext. 6977 e-mail address: [email protected] Project Title: The Augmented Palimpsest: Engaging Students through AR Encounters with the Past Amount Requested: $4,000.00 Short Project Description: The Augmented Palimpsest is a digital humanities tool that explores how the medium of Augmented Reality (AR) can be used in teaching medieval literature. Using Geoffrey Chaucer’s Canterbury Tales, a fourteenth-century poem written in Middle English, the tool will deliver digital enhancements that emerge from the printed page via a smart device. They will provide the reader with linguistic, historical, and cultural contexts, thus giving students greater access to medieval material culture and history. The digital content will include 3D models of medieval artifacts and architecture, large and complex enough to be walked around and viewed from multiple angles. Because the enhancements emerge from the printed page, the tool will maintain a pedagogical emphasis on close reading while encouraging students to develop their skills in textual analysis, critical thinking, interdisciplinary study, and new media literacy. It will improve the reader’s comprehension of the text by preserving the physical and kinesthetic connection to the text. The target audience for the tool includes both undergraduate students, who will encounter The Canterbury Tales in a survey literature course, and high school seniors, who are required to read selections of Chaucer’s poem as part of the National Common Core Standards. Tamara F. O’Callaghan October 1, 2013 signature* date * By typing your name or pasting your signature in the space provided you are allowing this application to be reviewed by the Faculty Benefits Committee for a possible award.
    [Show full text]
  • Applecare Apple TV Stocking Stuffers
    Apple TV Stocking Stuffers With the best HD content and AirPlay®, there’s always something good on TV. Perfect gifts starting at just ten dollars. Apple USB SuperDrive iTunes Gift Cards Compact and convenient, the Apple USB SuperDrive iTunes® Gift Cards are perfect for anyone who enjoys connects to your MacBook Pro with Retina display, one-stop entertainment. Each card is redeemable MacBook Air, or Mac mini with a single USB cable for music, movies, TV and fits easily into a travel bag. shows, apps, games, books, and more . iPod shuffle Apple Lightning to 30-pin Adapter The incredibly small, wearable music player comes Use this intelligent and ultracompact adapter to in a spectrum of colors and has conveniently connect your 30-pin a clickable control pad. And accessories to devices featuring VoiceOver tells you the song title the Lightning connector. or playlist name. The new Apple TV® with 1080p HD gives you access to the best content—movies, TV shows, live sports, your music and photos, and more—right on your widescreen TV. Apple Thunderbolt to FireWire Adapter iPad mini Smart Cover $ ® Apple TV 94 Easily connect your Thunderbolt-equipped Redesigned for iPad mini , the iPad mini Smart ® $ Mac to a FireWire device with the Apple Cover is its perfect match: a thin, durable cover that AppleCare for Apple TV 28 Thunderbolt to FireWire Adapter. It connects magnetically aligns for a 2 years of protection. to the Thunderbolt port on your Mac perfect fit. It automatically * Available on iTunes®. Title availability is subject to change. computer, giving you a FireWire 800 port wakes and sleeps your that supplies up to 7W for bus-powered iPad mini.
    [Show full text]
  • The Transport Data Revolution Investigation Into the Data Required to Support and Drive Intelligent Mobility March 2015
    The Transport Data Revolution Investigation into the data required to support and drive intelligent mobility March 2015 The Transport Data Revolution Acknowledgements This report has been prepared for the Transport Systems Catapult by Integrated Transport Planning Ltd, together with the expertise of White Willow Consulting, Advancing Sustainability, and the Horizon Digital Economy Research Institute at the University of Nottingham. The Catapult would like to express their gratitude to the project team for undertaking this work, which consisted of: Neil Taylor, Ian Stott, Jon Parker, Jim Bradley – Integrated Transport Planning Ltd. Andy Graham – White Willow Consulting Chris Tuppen – Advancing Sustainability Jeremy Moreley – Horizon Digital Economy Research Institute This research involving staging a number of workshops exploring the data requirements for intelligent mobility. The Catapult would like to express their gratitude to following persons who kindly spared their time for the purposes of this study: Frank Baxter – Southampton City Council Philip Kirk – Oxford Bus Company Roger Beecham – City University Robery Lee – BAE Systems Keith Bevis – Hertfordshire University Peter Lilley – Igeolise Nick Bromley – Greater London Authority Peter Miller – ITO! World Neil Brown – Sustainable Environment Vishnu Muralidharan – SBD Dan Clarke – Connecting Cambridgeshire Lee Omar – Red Ninja Studios Brad Cooper – DARTT Shane O’Neill – Elgin Mark Crosier – Prophesy Partners Carl Partridge – Fat Attitude Charlie Davies – Igeolise Maurizio Pilu
    [Show full text]
  • How to Create a Better Employee Experience in Microsoft 365 with Beezy
    GUIDE How to create a better employee experience in Microsoft 365 with Beezy And why global organizations rely on Beezy to power their digital workplace. Most of us are using Microsoft productivity tools every day because enterprises have standardized on Microsoft 365. It’s a platform that provides a good foundation for a digital workplace. But as with all platforms, it’s how you’re using it that matters. Are you getting full value from the Microsoft stack? Many organizations today are struggling with new challenges related to collaboration, communication, knowledge management, and business processes. We designed Beezy to address these problems, replace outdated intranets, and help you take advantage of the Microsoft 365 products you rely on. By providing an intelligent layer that fills the digital workplace gaps in your native Microsoft subscription, Beezy delivers a simplified user experience. And an exceptional employee experience. Our mission is to improve how people work, making organizations more connected, more engaged, and – most importantly – happier. We’ll show you how we do it. Only 7% -18% of organizations currently possess the digital dexterity to succeed with software and services7% requiring digitally enlightened workers. — GARTNER, HYPE CYCLE FOR DIGITAL WORKPLACE INFRASTRUCTURE AND OPERATIONS, 2020, 4 AUGUST 2020 CREATE A BETTER EMPLOYEE EXPERIENCE beezy.net IN MICROSOFT 365 WITH BEEZY Less is more Platforms like Microsoft 365 and That’s where Beezy comes in. SharePoint are, by default, complex. With Beezy you can: They do a lot, so it can be difficult • Simplify complex features by showing for employees to get the most out of less: Beezy brings a clean and minimalistic them.
    [Show full text]
  • Projectreport.Pdf (2.519Mb)
    ! Mobile App Monetization – Expectations and Attitudes Formed by Users in Response to Advertising and Pay To Download Monetization Models Master’s Program Missouri School of Journalism University of Missouri by Anthony Brown Dr. Margaret Duffy, Committee Chair Jim Spencer Dr. Kevin Wise August, 2013 ii Acknowledgments Thanks to Dr. Duffy and Dr. Wise for their guidance and leadership throughout this too-lengthy process. Your patience and flexibility is a golden virtue. Thanks also to Jim Spencer, whose final firm push is exactly what I needed to put my head down and carry this research across the finish line. iii Table of Contents ACKNOWLEDGMENTS ........................................................................ ii LIST OF TABLES ................................................................................. iv ABSTRACT ............................................................................................ v Chapter 1. INTRODUCTION ........................................................................ 1 2. ACTIVITIES DESCRIPTION ....................................................... 3 3. EVALUATION ........................................................................... 14 4. PHYSICAL EVIDENCE ............................................................. 15 5. ANALYSIS ................................................................................ 16 APPENDIX 1. ONLINE SURVEY TEXT AND RESULTS ................................ 31 2. FOCUS GROUP DISCUSSION GUIDE AND TRANSCRIPT ... 61 3. PROJECT PROPOSAL ...........................................................
    [Show full text]
  • The Product Book: How to Become a Great Product Manager Copyright ©2017 Product School All Rights Reserved
    1 THE PRODUCT BOOK JOSH ANON and CARLOS GONZÁLEZ DE VILLAUMBROSIA PUBLISHED BY The Product Book: How to Become a Great Product Manager Copyright ©2017 Product School All rights reserved. No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission. LEGAL NOTE All trademarks are property of their respective owners. Unless otherwise noted, all text and images are copyright Product School, and they may not be reproduced without permission. ISBNS 978-0-9989738-0-7 PRINT 978-0-9989738-3-8 MOBI BOOK DESIGN The Frontispiece PUBLISHED BY Product School TABLE OF CONTENTS INTRODUCTION 7 1 What Is Product Management 9 2 Strategically Understanding a Company 32 3 Creating an Opportunity Hypothesis 64 4 Validating Your Hypothesis 109 5 From Idea to Action 149 6 Working with Design 189 7 Working with Engineering 218 8 Bringing Your Product to Market 243 9 Finishing the Product-Development Life Cycle 279 Acknowledgments 300 About the Authors 302 INTRODUCTION Thank you for picking up this book! We know your time is valuable, and 7 we will do our best to make this book worth your while. One of the most important parts of being a product manager is knowing who your customers are and what they need. So, who do we believe you are, and what need will this book fill? Fundamentally, you are someone who’d like to know more about product management.
    [Show full text]