Managing The Offering
This section discusses the types of jobs associated with managing offerings within a company.
A brand manager is the person responsible for all business decisions regarding offerings within one brand. By business decisions, we mean making decisions that affect profit and loss, which include such decisions as which offerings to include in the brand, how to position the brand in the market, pricing options, and so forth. Similar to a brand manager in consumer markets, a product manager in B2B markets is, someone with business responsibility for a particular product or product line. Like the brand manager, the product manager must make many business decisions, such as which offerings to include, advertising selection, and others. A category manager has responsibility for business decisions within a broad group of offerings. Brand managers for the group report to the category manager. A market manager is responsible for business decisions within a market. How the market is defined can vary. When marketing managers cover retail, wholesale, etc in a particular industry, they are known as vertical marketing managers.
Product manager job description