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INTRODUCING AND MANAGING THE PRODUCT

13 五月, 2016 - 13:23

LEARNING OBJECTIVES

After reading this chapter, you should be able to:

  • look at the meaning of the term "product" from three different perspectives: the manufacturer, the consumer, and the public
  • understand the three levels inherent in all products
  • learn the classification systems that are used to identify products and suggest appropriate marketing strategies
  • clarify the difference between goods, products, and service products
  • study some of the processes involved in product planning and strategy formulation: determination of product objectives and identification and resolution of factors that have an impact on the product
  • understand the eight steps that makeup the new product development system