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The Product Manager’s Handbook by Linda Gorchels

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CHAPTER 3

Business Competencies

TRUE OR FALSE: Successful product managers work to increase product unit sales.

FALSE. This statement as worded is false, because one of the quickest ways to increase product sales is to essentially give items away. Product managers should understand contribution margins and use the information to increase profitable business. This might include increasing unit sales, but it might also include encouraging higher-margin sales to increase profitability, or managing pricing on a product-line basis to optimize sales of core products plus future consumables and accessories.

As mentioned earlier, I encourage product managers to think of themselves as entrepreneurs running a virtual business. This means being cognizant ...

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