《產(chǎn)品經(jīng)理》課程大綱
一：產(chǎn)品經(jīng)理的地位和作用
Function and position of the product manager
1. 產(chǎn)品經(jīng)理在公司機構(gòu)中，部門中，市場上，社會上的位置
your position in your dept.,Co.,in market and in society
2. 變革與競爭reform and competition五種競爭動力模式分析
5 competitive dynamics analysis
4. 產(chǎn)品經(jīng)理與相關(guān)部門及職能的關(guān)系
relation and responsibility between PM and others
5. 產(chǎn)品部門與生產(chǎn)部門可能的沖突
possible conflict between marketing and manufacturing
6. 產(chǎn)品部門與銷售部門可能的沖突
possible conflict between sales and marketing
7. 為何要做產(chǎn)品經(jīng)理？Why to be a PM
二： 市場研究識別與作用
recognition and function of the market research
1． 市場調(diào)研方法
way of market research
2． 競爭者信息的一手來源
first hand information of the competitors
3． 競爭者信息的二手來源
second hand information of the competitors
4． 市場調(diào)研的步驟
steps of the market research
5． 設(shè)計調(diào)查問卷
how to design market research questionaire
三： 設(shè)定產(chǎn)品目標與戰(zhàn)略
set up the product objective and strategy
1． 產(chǎn)品目標分析
analysis of the product objective
2． 產(chǎn)品策略的方法
handling product strategy
3． 產(chǎn)品的差異化及定位
differenciation and positioning of the product
4． SWOT 分析
SWOT analysis
5． PEST 因素分析
PEST element analysis
四 為何要進行產(chǎn)品的市場細分？
Why need market segmentation of the product
1、 選擇目標市場
target market selection
2、 制定營銷策略
set up marketing strategy
3、 發(fā)掘市場機會
find market oppotunity
4、 集中資源投入市場
resource allocation and balance
5、 提高經(jīng)濟效益
increase economic benefit
6、市場細分的方法
way of market segmentation
7、針對不同的客戶群營銷不同的產(chǎn)品品種
proper product to different client
8．市場—客戶 矩陣
market-customer mix
五：市場營銷組合
integrated marketing mix
1、 產(chǎn)品策略
product strategy
2、 產(chǎn)品組合策略
product mix strategy
3、 生命周期策略
product life-cycle strategy
4、 樹立品牌策略
branding and awareness strategy5產(chǎn)品的包裝
Product packaging定價策略
pricing strategy
價格策略
price setting
價格的表現(xiàn)方法
price presentation
7產(chǎn)品的分銷渠道
product channel and distribution
8、產(chǎn)品促銷
product promotion常見促銷方法
most frequent used promotions
9、產(chǎn)品的價值與附加值
understand the value and added-value of the product
10、產(chǎn)品營銷計劃
product marketing plan
市場計劃的步驟
steps of the marketing plan
計劃的執(zhí)行保障
implementation and control of the plan
計劃的動態(tài)調(diào)整
Dynamic adjusting of the plan
六、 如何進行有效的溝通
how to conduct effective communication
溝通的方式
communication principle
有效的語言溝通effective language communication skill
七、 產(chǎn)品經(jīng)理的心態(tài)和能力
attitude and competency of the PM
管理你的產(chǎn)品銷售隊伍
managing your product and sales team
產(chǎn)品經(jīng)理的項目管理活動
managing your project
《產(chǎn)品經(jīng)理》所屬分類
市場營銷
《產(chǎn)品經(jīng)理》所屬專題
產(chǎn)品經(jīng)理培訓(xùn)、
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