Product Marketing

Product marketing deals with the first of the "4P"'s of marketing, which are Product, Pricing, Place, and Promotion. Product marketing, as opposed to product management, deals with more outbound marketing tasks.

For example, product management deals with the nuts and bolts of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others. Product marketing, as a job function within a firm, also differs from other marketing jobs such as Marcom or marketing communications, online marketing, advertising, marketing strategy, etc.

A Product Market is something that is referred to when pitching a new product to the general public. The people you are trying to make your product appeal to is your consumer market. For example: If you were pitching a new playstation game to the public, your consumer market would probably be a younger/teenage market (depending on the type of game). Thus you would carry out market research to find out how best to release the game. Likewise, a massage chair would probably not appeal to younger children, so you would pitch your product to an older generation

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Role of product marketing:

Product marketing in a business addresses four important strategic questions:

What products will be offered (i.e., the breadth and depth of the product line)?

Who will be the target customers (i.e., the boundaries of the market segments to be served)?

How will the products reach those customers (i.e., the distribution channels to be used)?

Why will customers prefer our products to those of competitors (i.e., the distinctive attributes and value to be provided)?