User:Brittneyguizar/Product marketing

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'''The development of new products is essential to the success of a company; nevertheless, the percentage of new items that are unsuccessful is shockingly high due to a dearth of marketing expertise and inventiveness. The significance of enhancing marketing management and the measures undertaken to achieve this objective are of utmost importance. In addition to the marketers who possess the necessary qualifications, an individual has assumed the aforementioned position. There is a significant amount of focus, both academic and managerial, on finding ways to reduce the high percentage of failure experienced by new goods.''' "Product marketing is sub-field of marketing that is responsible for crafting messaging, go-to-market flow, and promotion of a product. Product marketing managers can also be involved in defining and sizing target markets along with other business stakeholders such as business development and sales as well as technical functions such as product management. Other critical responsibilities include positioning and sales enablement."(section from wiki)

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To inform these decisions, Product Marketing Managers (PMMs) act as the Voice of the Customer to the company. This includes gaining a deep understanding of—and driving—customer engagement with the product, throughout its lifecycle (pre-adoption, post-adoption/purchase and after churning). PMMs collect this customer information through surveys and interviews and when available, product usage and competitive data. The respondents are only allowed to choose from a small number of predetermined answers, rather than being given the opportunity to supply any information they choose. This informs the product roadmap, as well as driving customer product education to enhance engagement.

Product marketers are chartered with developing the content for sales, marketing communications, customers, and reviewers. '''In most cases, the existence of collaborative consumption leads to a decrease in product marketer profits. On the other hand, consumers who share their goods in a sharing market are more prepared to pay a higher price for a product of greater quality than they would be in a market where collaborative consumption is not present.'''

The typical education qualification for this area of business is a marketing or business degree, e.g. a BBA, MBA, M.A./M.S. in Marketing, M.A./M.S. in I/O Psychology, advertising, public relations, communications, graphic design, and other related fields. Along with work experience which helps '''employees improved their qualifications for the specific jobs for which they are applying. Being able to communicate effectively in a second language is an invaluable asset for anyone working on a project with global or wide-scale implications.''' A key skill is to be able to interact with technical staff, increasing the value of a background in engineering or computing.

 References: 


 * Bodlaj, & Čater, B. (2022). Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities. Journal of Business Research, 138, 256–265. https://doi.org/10.1016/j.jbusres.2021.09.034
 * This is a peer-reviewed article published by a university press, so it should be a reliable source. It also covers the topic in some depth, so it's helpful in establishing notability.
 * Ali, S., Li, G., Yang, P., Hussain, K., & Latif, Y. (2020). Unpacking the importance of intangible skills in new product development and sustainable business performance; strategies for marketing managers. PLoS ONE, 15(9), e0238743. https://link-gale-com.ezproxy.lib.uh.edu/apps/doc/A636512170/AONE?u=txshracd2588&sid=bookmark-AONE&xid=14cf688b
 * This is a peer-reviewed scientific journal, so it should be a reliable source. It covers the topic in some depth, so it's helpful in establishing notability.
 * Moon. (2020). The Strategic Impact of Collaborative Consumption on Product Marketers. eScholarship, University of California.
 * This is a peer-reviewed scientific journal, so it should be a reliable source for a specific fact. Since it only dedicates a few sentences to the topic, it can't be used to establish notability.
 * REQUEST FOR QUALIFICATIONS: MARKETING CONSULTANTS. (2021). HT Digital Streams Limited.