Core Concepts of Marketing
PRODUCTPLANNINGANDSTRATEGYFOR~.'1ULATION 171 TheFirm'sViewpoint Classifyingproductsintennsoftheirnewnessfromtheper- spectiveofth ...
172 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT AD7.2 The"GotMilk"campaignmadeanoldproductnew. MergersandAcquisitions.Acquiringa ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 173 LicensesandPatents.Apatent,andtherelatedlicense,arisefromlegalefforts toprotectproper ...
174 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT Organizelor newproduct development Productobjectives Targetmarket Screenideas I G ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 175 Customers:frequentlycustomersgeneratenewproductideas,orat leastrelayinfor- mationrega ...
176 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT TheythoroughlyfIlledasensoryspaceintermsoftexture,flavor,sL:;e, andappearancewith ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 177 TABLE7. 1 ScreeningProductIdeas Rating VeryGood Fair Poor Unweighted Weighted Weight ( ...
17 8 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT Step4:TechnicalandMarketingDevelopment A productthathaspassedthescreenandbusines ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 179 INTEGRATED MARKETING • TRICKIERTHANYOUTHINK Everyoneknowsthefastestwaytogetrichistosta ...
180 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT product'sprobabilityofsuccessandallowforfinaladjustmentinthemarketingmixbefore th ...
THE WALL STREET JOURNAL. INPRACTICE Organizationsmust introducenew productsandmanageexistingprod- ucts successfullytoremaincompe ...
182 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT Summary Theabilityoftheorganizationtoconsistentlyproducenewproductsandeffectively ...
CASEAPPLICATION 183 Packaging Providesprotection,containment,communication,andutilityfortheproduct. Productlifecycle Aproductpla ...
184 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT AccordingtoHersheysalesfigures,Hersheychocolatemilkisthenumber-onechocolatemilk i ...
CHAPTERS COMMUNICATING TO MASS MARKETS LEARNINGOBJECTIVES Uponcompletionofthischapter,youshould haveanunderstanding ofthefollowi ...
186 CHAPTER 8 COMMUNICATINGTOMASSMARKETS AmericanExpresscard(theheartofthecompany'sbusiness)rangapnearly$80billion inpurchases i ...
THEROLEOFIMe 187 JerryWalsh.Uordoallmarketersrequirea multimilliondollarnationaladvertisingcam- paigninordertoreachobjectives.Al ...
188 CHAPTER 8 COMMUNICATINGTOMASSMARKETS theindustry,andsoforth.Thequalityofcommunicationis closelyrelatedtothequalityof informa ...
THEMEANINGOFMARKETINGCOMMUNICATON 189 areusersandpotentialusersoftheproduct,thetargetaudiencemayencompassa much largerorsmallerg ...
190 CHAPTER 8 COMMUNICATINGTOMASSMARKETS thatjustifymanagerialspecializationandrequiredirectedefforts.Yeta company,evena verylar ...
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