The Role of Product Marketing for Business

When talking about marketing, there is a term called product marketing. By definition, product marketing has the meaning of a process of marketing products to consumers so that they are willing to buy products, either in the form of goods or services.

Is it important for a business? Then, what are the basic concepts and how to apply the right strategy?

The Role of Product Marketing for Business 

Its role is closely related to marketing activities, such as:

  1. Introducing the product to consumers so that they are interested in buying it.
  2. Develop marketing programs.
  3. Sending materials to reach customers using several communication methods.
  4. Develop and supervise the implementation of the marketing plan.

Basic concepts

To be able to run product marketing optimally, the team in charge of this section must understand its four basic concepts, namely:


The marketing team must always update information about products that are trending and liked by consumers at that time. To find out, go directly to the field to observe consumer behavior as well as investigate market prices. From this observation, you can use it as a reference in planning the products that the company will create later.


Quality is what consumers are looking for from a product that they want to buy. On this basis, the company must properly ensure the quality of the products it offers. Perform quality control on products before they are offered to consumers. In addition, your product should also be made with a uniqueness that is not owned by competitors, thus making it a special feature that will attract consumers’ interest


Promotion and sales are interrelated activities to introduce the company’s products to consumers. To make sales activities more interesting, you can use the strategy of giving free bonuses with certain conditions


Marketing is a continuation of the sales concept with the main goal of meeting market needs. In marketing, customers who are satisfied with your product are very concerned. When you can fulfill customer desires, it means that market needs are considered well fulfilled.

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