What Is Product?


In advertising, a product is basically an object or process made accessible for consumer use; it is anything that is available to the market to meet the demand or desire of a consumer. In most industries, advertising means promoting or selling a product by means of visual media such as printing, drawings, photos, or movies. On the other hand, marketing is the process of creating or assembling information about a particular product, including its attributes, description, and price, so that the general public may make an informed decision about buying it. Marketing is an important component of sales and services, and involves the use of many communicative tools to promote a new product or service.

In marketing, a product or service is an actual object or system designed for user application; it is virtually anything that is available for sale to fulfill the wish or need of a particular consumer. A typical marketing product or service may include a software program, electronic product, a digital service, an educational device, a video game, a DVD player, a digital network or the list goes on. In today’s world, there are nearly unlimited possibilities for marketing products or services. Although some companies define marketing as “the process of selling a product or service to consumers at a retail outlet,” others view marketing as the interactive process by which consumers come to prefer a particular brand over another.

Marketing has come to symbolize the extent to which a company values the views and opinions of customers. For many years, top-selling stars have been hired by popular brands to actively participate in TV advertising and promote their products and services. Product marketing managers now routinely use television spots, radio ads and Internet advertising to position products for new promotional campaigns. There is now even a term for the person who is primarily responsible for bringing new products to market: a product marketer. A product marketer is a highly trained employee who is specifically trained to respond to customer questions, take demographic information and perform demographic research, and create effective packaging and promotions.

The definition of product marketing includes the development of a specific campaign that will be used to introduce a new product to the marketplace. In today’s market, product marketers must constantly identify new opportunities to develop new markets and to expand into previously untapped niches. They do this by creating a negative correlation between product features and customer needs, while simultaneously developing a positive correlation between product features and customer expectations. According to Mark Johnston, VP of Research, NPD International, “There has never been a point in my career where we’ve been more creative.” However, just as the definition of product marketing is very complex, the definition of PMM is just as complex.

Product Marketing Managers (PMs) is typically in charge of executing the plans and goals of product marketing. These plans and goals are communicated to the entire PM community via surveys and focus groups. The primary purpose of product marketing is to establish a profitable relationship with potential customers. For example, the product marketer may decide to develop a commercial for a new detergent or a cleaning solution, based on his understanding of the key benefits to consumers. Once the commercial is developed and he has finalized a distribution plan, he then communicates this to his product marketing team and to the manufacturer.

Many product marketers hire PMs to execute their plans, but many others work on their own. Product marketing managers often use several approaches to attract sales Enablement talent. They may actively seek out talented product marketers, work with them remotely or through a joint venture, or they may rely on recruiting and hiring from within the company. One way that many companies manage their sales enablement efforts is by allowing existing product marketers to “step back” from their role and assume a more peripheral role, reporting directly to the sales manager. Many companies have PMs who are involved in day-to-day operations; however, these individuals are usually very experienced with their specific product markets and have a proven track record of success.

In addition to working with product marketers, some companies have been successful by training their sales teams and product marketers in sales enablement strategies. Through focus groups and interviews, business owners are able to determine which strategies are most effective. Product marketing managers and sales enablement experts may then communicate these findings to the rest of the organization through monthly meetings. Product managers and sales Enablement professionals may also work together at times to conduct training sessions with key users onboarding products.

Some companies have been successful by having their sales teams perform product marketing and sales enablement activities on the job. For example, some large grocery stores have retail sales teams that engage in hands-on sales training with their store customers. The retail sales teams use a variety of tools to encourage their shoppers to purchase other products, while the customer service representative’s coach them on how to best use their credit cards. Sales reps are trained to recognize weak areas in the sales process and highlight strengths. These practices have resulted in tremendous increases in revenue for these companies.

Effective product marketing requires that you identify your target market and provide a solution for them. The products you bring to the market must be in line with what your target market is looking for. Product marketing and sales force that understand their needs will be much more effective than one that does not understand the target market or has limited ability to serve them.