MarketingManagement.pdf

children and are reinforced by major social institutions—schools, churches, business, and government. Secondary beliefsand value ...

3.Within the rapidly changing global picture, marketers must monitor six major en- vironmental forces: demographic, economic, na ...

156 Gene Del Vecchio, “Keeping It Timeless, Trendy,”Advertising Age, March 23, l998, p. 24. Sue Shellenbarger, “‘Child-Care Cam ...

Scanning the Marketing Environment^157 Donella H. Meadows, Dennis L. Mead- ows, Jorgen Randers, and William W. Behrens III, The ...

Developing New Market Offerings Who should ultimately design the product? The customer, of course. Examine the following questio ...

O nce a company has carefully segmented the market, chosen its target customers, identified their needs, and determined its mark ...

■ R. J. Reynolds By the late 1980s, R. J. Reynolds Tobacco Company (RJR) had already spent more than $300 million on the reduced ...

■ Faster required development time:Companies that cannot develop new products quickly will be at a disadvantage. Companies must ...

was able to develop a new electrical control device in just two years, as opposed to six years under its old system. ■ Shorter p ...

■ 3M Minnesota Mining and Manufacturing (3M) fosters a culture of inno- vation and improvisation that was evident at its very be ...

cessful new idea it hopes to find. If top management wants four successful new prod- ucts in the next few years, it will have to ...

managers review the criteria at each gate to judge whether the project deserves to move to the next stage. The gatekeepers make ...

We will now look at the marketing challenges arising at each of the eight stages of the development process: idea generation, id ...

Scotch-Brite Never Scratch soap pad. Sales of the new soap pad have now exceeded 3M’s expectations by 25 percent.^12 Successful ...

that can be reviewed by a new-product committee. The description states the prod- uct idea, the target market, and the competiti ...

coffee and pastry, and other breakfast alternatives. A tasty snack drink would com- pete against soft drinks, fruit juices, and ...

■ National Semiconductor Based in Santa Clara, California, National Semi- conductor has used “applets”—simple multimedia applica ...

Green and Wind have illustrated this approach in connection with developing a new spot-removing carpet-cleaning agent for home u ...

to sell 500,000 cases or 10 percent of the market, with a loss in the first year not exceeding $1.3 million. The second year wil ...

of 65:35 evolving eventually to 50:50. Marketing research will be reduced to $60,000 per year after the first year. BUSINESS ANA ...