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Question: “What are some tools or models that product marketers can use to express the business value of a product?” Answer: The primary responsibility of product marketing is to provide potential buyers in the market with the information that they need to make a buying decision. There are three approaches to doing so: . . . → Read More: Business Value of a Product Question:“In the Blackblot Strategic Product Manager Course that I attended there is a bullet point in the training slides that refers to ‘Confusing Marketing with Sales’. Could you please expand on this topic?” Answer: Sales is about personally interacting with and persuading potential customers to buy the product. Sales is all about forming a . . . → Read More: Confusing Marketing with Sales Question: “If I were to write a Positioning Statement for the Apple’s iPhone, I would write it this way: ‘For the <mobile user> who <needs a single multipurpose handheld device>, the <iPhone> provides <a phone with Internet access and a widescreen audio/video player>. Unlike <a BlackBerry>, the <iPhone is years ahead with an ever-growing . . . → Read More: iPhone Product Positioning Question: “I find there’s confusion among technical people about the Positioning Statement, but I’m confused as to why they are confused. Can you please clarify?” Answer: For the technology-driven mindset, a technologically superior product is “better positioned” (meaning it has a better chance) to achieve marketplace success. This is a generic and absolute notion . . . → Read More: Product Positioning Clarifications |
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