new product development

Managing Products Tutorial

In the Product Decisions Tutorial, we showed that marketers are confronted with many issues when building the product component of their marketing strategy. While product decisions represent just one aspect of marketer?s overall activities, these decisions are often the most important because they lead directly to the reasons (i.e., benefits offered, solutions to problems) why …

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Developing New Products

By its nature, marketing requires new ideas. Unlike some organizational functions, where basic processes follow a fairly consistent routine (e.g., accounting), successful marketers are constantly making adjustments to their marketing efforts. New ideas are essential for responding to changing demand by the target market and by pressure exerted by competitors. These changes are manifested in …

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