Product management - Definition and Overview

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
• How to introduce a product to the market
• 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
• Planned obsolescence considerations

See also

• product
• marketing management
• brand management