Principles of Marketing

Saylor URL: http://www.saylor.org/books Saylor.org now, let’s consider whether it is better for a company to market a new produc ...

Saylor URL: http://www.saylor.org/books Saylor.org Sometimes the package itself is part of a licensed brand. Coke’s curvaceous b ...

Saylor URL: http://www.saylor.org/books Saylor.org Secondary packaging holds a single wholesale unit of a product. A case of M&a ...

Saylor URL: http://www.saylor.org/books Saylor.org How do brands help companies market their products? What is the purpose of a ...

Saylor URL: http://www.saylor.org/books Saylor.org The University of Georgia was the first to launch a graduate program in brand ...

Saylor URL: http://www.saylor.org/books Saylor.org and the managers of these markets are called vertical market managers. B2B co ...

Saylor URL: http://www.saylor.org/books Saylor.org What is a brand manager? How do brand managers differ from category managers ...

Saylor URL: http://www.saylor.org/books Saylor.org Coach has successfully reinvented and expanded its brand to appeal to new ma ...

Saylor URL: http://www.saylor.org/books Saylor.org 1939 in a garage (now a California Historic Landmark) when two young engineer ...

Saylor URL: http://www.saylor.org/books Saylor.org Inn (see Chapter 6 "Creating Offerings") or Capri Sun adding new flavors; a r ...

Saylor URL: http://www.saylor.org/books Saylor.org Idea Generation Many companies, HP and Apple included, were launched in someo ...

Saylor URL: http://www.saylor.org/books Saylor.org Ideas can come from anywhere, including your customers. In fact, in business- ...

Saylor URL: http://www.saylor.org/books Saylor.org Source: Wikimedia Commons. Of course, companies also watch their competitors ...

Saylor URL: http://www.saylor.org/books Saylor.org Keep in mind that idea generation is typically the least expensive step in th ...

Saylor URL: http://www.saylor.org/books Saylor.org Can we manufacture and sell the product within budget and still make money? ...

Saylor URL: http://www.saylor.org/books Saylor.org would work, only to find two other friends had the same experience with the s ...

Saylor URL: http://www.saylor.org/books Saylor.org Feature Specification The next step involves narrowing down the product’s fea ...

Saylor URL: http://www.saylor.org/books Saylor.org During the testing stage, the offering is tested, first in the lab and then w ...

Saylor URL: http://www.saylor.org/books Saylor.org Once an offering has been designed and tested, it is made available to custom ...

Saylor URL: http://www.saylor.org/books Saylor.org KEY TAKEAWAY Most companies put new offering ideas through a seven-step proce ...