Product Manager

Product Managers live and breathe for their assigned product— it is their baby. They must ensure their product meets the demands of the intended segment by asking:

• In R&D, is the product positioned correctly on the Perceptual Map?
• Is the Age correct?
• In Marketing, is the Price within the segment's expected range?
• Considering the expected demand for the segment and the number of competing products, is the Sales Forecast appropriate?
• In Production, is the schedule matching the Sales Forecast?
• Has the schedule been adjusted to reflect unsold inventory?
• Does the product have sufficient Capacity to meet current and future demand?

Product Managers concentrate on the specifics of their product, and how it relates to the segment. While they want their product to be supported to the greatest extent possible, they are not directly involved in Promotion and Sales decisions.