DEVELOPING NEW PRODUCTS AND SERVICES
CHAPTER ELEVEN
DEVELOPING NEW PRODUCTS AND SERVICES
Irwin/McGraw- Hill
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
? Understand the ways in which consumer and industrial products can be classified and marketed.
? Explain the implications of alternative ways of viewing "newness" in new products.
? Analyze the factors contributing to a product's success or failure.
? Recognize and understand the purposes of each step of the new-product process.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
PP11-AA 3M and Industrial Adhesives: New Product Marketing Task
The case of developing a better industrial adhesive is more than just making a better product. What else must be done? a. getting prospective buyers to make an effort to learn
about the new adhesive; b. understand the benefits of the new adhesive; and c. think about ways they can apply the new product.
Basically, the marketing issues involve: a. the product; b. the target market; and c. the marketing task.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
PP11-BB Definition of a Product
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MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
PP11-CC Product Line and Product Mix
A product line is a group of products that are closely related because they satisfy a class of needs, are used together, are sold in the customer group, are distributed through the same outlets, or fall within a given price range.
The product mix is the number of product lines offered by a company.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
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