The Marketing Book 5th Edition

302 The Marketing Book assets. Economic value added is the return on intangible assets. In this example, it is esti- mated that ...

Managing the marketing mix 303 are often striking and not appreciated by marketers. For example, consider a company selling 100 ...

Life cycle cost 12,000 hours £50 k £240 k Price Labour cost Service and diesel Market Leader New Product Advanced Option £350 k ...

Price (£) 40 30 20 10 0 0 100 200 300 400 Units sold (thousands) Managing the marketing mix 305 the additional income they could ...

£50 C ompetitor B Less than £50 Competitor A £50 Less than £50 ³ 0 ³ 0 200 £ 390 200 £ 390 In each quadrant, the top right payof ...

Sales Psychology Contracts and Terms Demonstrate Value Segmentation and Positioning Create Exit Barriers Deliver Greater Value ! ...

308 The Marketing Book competitors. These include: the provision of specialized equipment or finance; training on the company’s ...

Managing the marketing mix 309 3 Designing the message. Once the primary and intermediate goals have been set, then communicatio ...

310 The Marketing Book pendent company, it would lead to the expecta- tion of an equivalent fall in the share price. As the exam ...

Managing the marketing mix 311 A good example is Dell Computer Cor- poration. In 1994, Dell was a minor player in the US PC mark ...

312 The Marketing Book 2 However, there is a crucial weakness in the way marketing authors and managers themselves have approach ...

Managing the marketing mix 313 Hamel, G. and Prahalad C. K. (1991) Corporate Imagination and Expeditionary Marketing, Harvard Bu ...

CHAPTER 12 New product development SUSAN HART Introduction The need to create customer-relevant business processes is a recurren ...

Product development and testing New product strategy Idea generation Idea screening Concept development and testing Business ana ...

Ideation Gate 1 Go Kill Recycle Stage 1 Gate 2 Go Kill Recycle Idea generation and screen Preliminary investigation Stage 2 Gate ...

New product development 317 chapter; however, it is worth noting that the initial change in philosophy from push to pull has bee ...

318 The Marketing Book technology and marketing, the level and nature of new product advantage, and the desired levels of synerg ...

New product development 319 Once the general direction for NPD has been set, the process of developing new ideas, discussed belo ...

Developed Concept Qualified Ideas Assessed Service Concept Catalogue Phase 1 Idea Qualification Phase 2 Concept Development Phas ...

New product development 321 far. The output of this stage will be a develop- ment plan with budget and an initial marketing plan ...