MarketingManagement.pdf

Managing New Products: Development to Commercialization 167 example, customers of a proposed truck may want a certain accelerati ...

168 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE commercials or print ads, including one for the new product, then they are g ...

The Consumer Adoption Process 169 products more attention from the market); or late entry(waiting until after a competitor has e ...

170 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE (consumer tries the innovation to estimate its value; and (5)adoption(consum ...

Marketing Through the Product Life Cycle 171 MARKETING THROUGH THE PRODUCT LIFE CYCLE In today’s highly dynamic marketing enviro ...

172 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE Introduction Growth Maturity Decline Characteristics Sales Low sales Rapidly ...

Marketing Through the Product Life Cycle 173 utors. Promotional expenditures are high because of the need to (1) inform potentia ...

174 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE Three strategies for the maturity stage are market modification, product mod ...

Differentiation and Positioning Strategy 175 The appropriate decline strategy depends on the industry’s relative attractive- nes ...

176 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE Product Differentiation Physical products vary in their potential for differ ...

Differentiation and Positioning Strategy 177 ➤ Repairability.Buyers prefer products that are easy to repair. Repairabilityis a m ...

178 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE Personnel Differentiation Companies can gain a strong competitive advantage ...

Executive Summary 179 “Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even ...

180 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE commercialization. The purpose of each stage is to determine whether the ide ...

Notes 181 R. Guinta and Nancy C. Praizler, The QFD Book: The Team Approach to Solving Problems and Satisfying Customers through ...

182 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE Some of these bases are discussed in David A. Garvin, “Competing on the Eig ...

SECTION FOUR ...

P roduct, as successful firms the world over are keenly aware, is a key element in the market offering.This holds true whether t ...

184 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS chaser of a drill is buying “holes.” Effective marketers therefore see themselves a ...

The Product and the Product Mix 185 keter to look at the user’s total consumption system:the way the user performs the tasks of ...