Module 10 - Product Marketing
Why It Matters: Product Marketing
Why make product marketing decisions based on product life cycle and product portfolio structure?...
Products and Marketing Mix
What you’ll learn to do: explain what a product is and the importance of products in the marketin...
Defining Product
A product is a bundle of attributes (features, functions, benefits, and uses) that a person recei...
Consumer Product Categories
Consumer products are often classified into four groups related to different kinds of buying deci...
Products and Services
Goods vs. Services In marketing, are services considered products? Should products that are pr...
Augmenting Products with Services
Earlier we touched on “augmented products,” which are tangible products, along with all of the se...
Product Marketing in the Marketing Mix
The Role of Product Marketing Product marketing is the function of understanding the target cust...
Product Life Cycle
What you’ll learn to do: discuss the product life cycle and its implications for marketing We ju...
Stages of the Product Life Cycle
A company has to be good at both developing new products and managing them in the face of changin...
Marketing through the Product Cycle
There are some common marketing considerations associated with each stage of the PLC. How markete...
Challenges in the Product Life Cycle
In theory, the product life cycle follows a predictable path that is easy to understand. This mig...
Product Portfolio Management
What you’ll learn to do: explain product portfolio management and how it relates to the organizat...
The Product Portfolio
Throughout this course we have discussed a number of ways that organizations market products succ...
Achieving Portfolio Objectives
In our discussion of the product life cycle, we saw that competition generally increases as more ...
New Products in the Portfolio
Factors Influencing the Pace of Product Development New-product introductions are an important c...
New Product Development Process
What you’ll learn to do: describe the new-product development process We have considered the rol...
Overview of the New-Product Development Process
Introduction There are probably as many varieties of new-product development systems as there ...
Generating and Screening Ideas
Introduction The first phase of the new product development process is creating a viable produ...
Developing New Products
Introduction The second phase of the new-product development process focuses on the ac...
Commercializing New Products
Introduction The final phase of the new-product development process focuses on commercializing t...
Video: Target Product Design
Target’s design products include many of the success factors we’ve discussed in this module. As y...
Challenges for New Products
What you’ll learn to do: identify the challenges associated with marketing a new product successf...
Diffusion of Innovation
Just as the product life cycle has a typical bell-shaped pattern, there is a predictable—and simi...
Improved Success in Product Development
One common cause of failure in the developing and marketing of new products is something called “...
Putting It Together: Product Marketing
In this module we’ve covered a wide range of topics related to the role of the product in the mar...
Module 10 Discussion: Product Strategy
Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...
Questions
1. An offering by an organization that provides tangible or intangible customer satisfaction is t...
Glossary
Go-to-market (GTM) strategy: A plan for introducing a new product or service to the market. ...