[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-605505-105":59,"doc-detail-605505-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","principles-of-marketing-module-10-product-marketing","Principles of Marketing - Module 10 - Product Marketing","","Principles of Marketing, Module 10 on Product Marketing, explains how product sits at the center of the marketing mix by defining what is priced, promoted, and distributed. It clarifies what a product can be (idea, physical good, or service) and distinguishes consumer categories and the four product levels. The module covers responsibilities to the company and market, the product life cycle from development to decline, and related concepts such as product lines, SBUs, growth-share matrix, portfolio management, line extension, product deletion, and the new product development process.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/principles-of-marketing-module-10-product-marketing/605505/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/principles-of-marketing-module-10-product-marketing/605505.png","ImageObject",300,407,{"name":92,"@type":93},"Aran","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/vnd.openxmlformats-officedocument.presentationml.presentation","2026-10-28","2026-10-16",true,{"@type":102,"interactionType":103,"userInteractionCount":19},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"How does product marketing connect to the marketing mix?","Question",{"text":112,"@type":113},"Product marketing treats the product as the core of the marketing mix, because the product defines what will be priced, promoted, and distributed. When a product delivers exceptional value to the target customer, the rest of the mix becomes easier to manage.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"What are the stages of the product life cycle?",{"text":117,"@type":113},"The product life cycle includes: (0) Product Development, where ideas are generated and tested and investment is made; (1) Market Introduction, with high costs and slow sales; (2) Growth, with rising profitability; (3) Maturity, with saturation and profit decline; and (4) Decline, with reduced sales and diminished pricing/profitability.",{"name":119,"@type":110,"acceptedAnswer":120},"What responsibilities does product marketing have for the company versus the market?",{"text":121,"@type":113},"For the company, product marketing inputs include defining market needs, completing competitive analysis, selecting target segments, specifying product requirements, creating buyer personas, and determining price. For the market, outputs include key messages, product marketing materials, the sales approach, lead generation plans, sales materials, and training/support for distribution partners.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},605505,1792665578,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":19,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},137455076865,"https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","Principles of Marketing\nModule 10: Product Marketing\nProduct Marketing\nProduct is the core of the marketing mix\nProduct defines what will be priced, promoted, and distributed\nIf you are able to create and deliver a product that provides exceptional value to your target customer, the rest of the marketing mix is easier to manage\nWhat is a product?\nA product is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange\nA product can be:\nAn idea (recycling)\nA physical good (a pair of jeans)\nA service (banking)\nAny combination of the three\nProducts are divided into consumer and business or B2B products\nFour Levels of the Product\nTypes of Consumer Products\nConsumer products are often classified into four groups related to different kinds of buying decisions\nConvenience - bread, pain reliever, power cords\nShopping - shoes, microwaves\nSpecialty - highly differentiated, custom goods\nUnsought products - funeral plots, pest-control\nPractice Question\nWhat type of product is shown here?\nFigure: Characteristics that Distinguish Goods from Services\nProducts Should be Augmented with Services If:\nServices can provide a more complete and satisfying customer experience\nServices can increase the total revenue for each sale\nProduct Marketing Responsibilities: Inputs to the Company\nDefine market needs or problems that the product should address\nComplete a competitive analysis to understand other offerings in the market\nIdentify which market segments the product will target\nDefine market requirements for the product\nCreate buyer persona documents that describe the personality, behavior, and desires of buyer types\nDetermine price\nProduct Marketing Responsibilities: Outputs to the Market\nDefine key messages to the communicate product benefits to the target market\nCreate marketing materials about the product\nDefine the sales approach\nCreate lead generation plans\nDevelop sales materials such as Web site content, brochures, presentations, and product demonstrations\nProvide training and support to distribution channel partners\nProduct Life Cycle\nStages of Product Lifecycle\n0. Product Development Stage\nnew product ideas are generated and tested; investment is made\nsales have not begun\n1. Market Introduction Stage\ncosts are very high with slow sales volumes to start\nlittle or no competition\ndemand has to be created and customers have to be prompted to try the product\nmakes little money at this stage\n2. Growth Stage\ncosts reduced due to economies of scale as sales volume increases 2. profitability begins to rise\npublic awareness increases\ncompetition begins to increase with a few new players in establishing market, increased competition leads to price decreases\nStages of Product Lifecycle (Continued)\n3. Maturity Stage\ncosts are lowered as a result of increasing production volumes and experience curve effects\nsales volume peaks and market saturation is reached\nnew competitors enter the market, prices tend to drop\nbrand and feature diversification needed to maintain market share\nprofits decline\n4. Decline Stage\ncosts increase due to loss of economies of scale as sales volume declines,  prices and profitability diminish\nprofit becomes more a challenge of production/distribution efficiency than increased sales\nPractice Question 1\nHow does this graph show a limitation in the Product Lifecycle Model?\nProduct Line\nA product line is a group of products marketed by an organization to one general market\nThey have some characteristics, customers, and/or uses in common, and may also share technologies, distribution channels, prices, services, etc\nThere are often product lines within product lines.\nExample: full range of Tylenol products, or over-the-counter medicines\nStrategic Business Unit\nA strategic business unit or SBU is a self-contained planning unit for which discrete business strategies can be developed.\nAn example of a strategic business unit is consumer health care products.\nUsing the Growth-Share Matrix\nCompanies e","cbCaigrP4YHzMANZ","https://ap.wps.com/l/cbCaigrP4YHzMANZ","pptx",1646948,34,"English","# Product Marketing\n## Product at the center of the marketing mix\n## What is a product?\n## Four Levels of the Product\n## Types of Consumer Products\n## Augmenting products with services\n# Product Life Cycle\n## Stage 0: Product Development\n## Stage 1: Market Introduction\n## Stage 2: Growth\n## Stage 3: Maturity\n## Stage 4: Decline\n# Product Line and Strategic Business Unit\n## Product line\n## Strategic business unit (SBU)\n## Growth-share matrix and product life cycles\n# Product Portfolio Management\n## Portfolio management strategies\n## Line extension considerations\n## Beyond line extension\n## Reasons for product deletion\n# New Product Development\n## Product development process phases\n## Fuzzy front end vs. NPD","[{\"question\":\"How does product marketing connect to the marketing mix?\",\"answer\":\"Product marketing treats the product as the core of the marketing mix, because the product defines what will be priced, promoted, and distributed. When a product delivers exceptional value to the target customer, the rest of the mix becomes easier to manage.\"},{\"question\":\"What are the stages of the product life cycle?\",\"answer\":\"The product life cycle includes: (0) Product Development, where ideas are generated and tested and investment is made; (1) Market Introduction, with high costs and slow sales; (2) Growth, with rising profitability; (3) Maturity, with saturation and profit decline; and (4) Decline, with reduced sales and diminished pricing/profitability.\"},{\"question\":\"What responsibilities does product marketing have for the company versus the market?\",\"answer\":\"For the company, product marketing inputs include defining market needs, completing competitive analysis, selecting target segments, specifying product requirements, creating buyer personas, and determining price. For the market, outputs include key messages, product marketing materials, the sales approach, lead generation plans, sales materials, and training/support for distribution partners.\"}]","Principles of Marketing - Module 10 - Product Marketing | PPTX",1792132434,86]