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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...
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...
Product Marketing in the Marketing Mix
The Role of Product Marketing Product marketing is the function of understanding the target cust...
Augmenting Products with Services
Earlier we touched on “augmented products,” which are tangible products, along with all of the se...
Products and Services
Goods vs. Services In marketing, are services considered products? Should products that are pr...
Consumer Product Categories
Consumer products are often classified into four groups related to different kinds of buying deci...
Defining Product
A product is a bundle of attributes (features, functions, benefits, and uses) that a person recei...
Why It Matters: Product Marketing
Why make product marketing decisions based on product life cycle and product portfolio structure?...
Module 9 Assignment: Marketing Plan, Part 2
Student Instructions Complete the following information about the organization and products and/...
Putting It Together: Branding
Investigating Brand Power As noted earlier in this module, every year organizations conduct anal...
Brand Development Strategies
Managing Brands As Strategic Assets As organizations establish and build strong brands, they can...
Packaging
Creating the Perfect Package Product packaging is an underappreciated hero in the marketing worl...