Module 10 - Maintaining a Competitive Edge with New Offerings
In the Spotlight
Figure 10.1 A new product’s success is dependent on the product development cycle and why con...
10.1 New Products from a Customer’s Perspective
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define a new product. ...
10.2 Stages of the New Product Development Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the stages of...
10.3 The Use of Metrics in Evaluating New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the importance...
10.4 Factors Contributing to the Success or Failure of New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify and discuss f...
10.5 Stages in the Consumer Adoption Process for New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the stages in...
10.6 Ethical Considerations in New Product Development
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss violations of ...
Chapter Summary
In this chapter we discussed the different forms of innovation as applied to new product developm...
Key Terms
additions to existing product lines product line extensions that involve changes to styles or fl...
Applied Marketing Knowledge: Discussion Questions
1. Explain the differences in: Continuous innovation Dynamically continuous innovation ...
Critical Thinking Exercises
1. From a consumer perspective, what motivates you to try a new product? What new products ...
Building Your Personal Brand
Review this Ascent article by Aaron Weber and pay attention to his explanation of the 5 Ps for bu...
What Do Marketers Do?
Using an online networking platform—for example, LinkedIn—network and connect with someone in pro...
Closing Company Case
Maintaining a Competitive Edge with New Offerings—Ember Every morning, millions of Americans w...
References
1. “December Holiday Campaigns That Caught Our Eye,” AgencyChina, January 9, 2018, https://...