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Competitor Impact on Pricing
Introduction It’s important to remember that pricing is just one component of the marketing mi...
Break-Even Pricing
Introduction Regardless of the pricing strategy a company ultimately selects, it is important to...
Pricing Objectives
Introduction Companies set the prices of their products in order to achieve specific objective...
The Psychology of Pricing
You will notice that when we discussed the value equation in the previous reading, we referred to...
Demonstrating Customer Value
Introduction Rent the Runway is a company that lets customers borrow expensive designer dresse...
Learning Hacks: The Myth of Multitasking
THE HACK Multitasking is actually not possible for humans; what we think of as multitasking is r...
Why It Matters: Pricing Strategies
Why use pricing strategies to enhance marketing of products and services? When Amazon.com was cr...
Module 10 Discussion: Product Strategy
Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...
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...
Improved Success in Product Development
One common cause of failure in the developing and marketing of new products is something called “...
Diffusion of Innovation
Just as the product life cycle has a typical bell-shaped pattern, there is a predictable—and simi...
Commercializing New Products
Introduction The final phase of the new-product development process focuses on commercializing t...
Developing New Products
Introduction The second phase of the new-product development process focuses on the ac...
Generating and Screening Ideas
Introduction The first phase of the new product development process is creating a viable produ...
Overview of the New-Product Development Process
Introduction There are probably as many varieties of new-product development systems as there ...
New Products in the Portfolio
Factors Influencing the Pace of Product Development New-product introductions are an important c...
Achieving Portfolio Objectives
In our discussion of the product life cycle, we saw that competition generally increases as more ...
The Product Portfolio
Throughout this course we have discussed a number of ways that organizations market products succ...
Challenges in the Product Life Cycle
In theory, the product life cycle follows a predictable path that is easy to understand. This mig...
Marketing through the Product Cycle
There are some common marketing considerations associated with each stage of the PLC. How markete...