Category: Marketing Management Strategic Planning

7.2 Managing New Products: The Product Life Cycle Learning Objectives Explain how organizations manage offerings after being introduced to the marketplace. Explain how managing an offering may be different in international markets. Explain the product life cycle and the objectives and strategies for each stage. Over 20,000 new offerings, including convenience foods, health and...

Chapter 7: Developing and Managing Offerings 7.1 The New Offering Development Process 7.2 Managing New Products: The Product Life Cycle 7.3 Discussion Questions and Activities 7.1 The New Offering Development Process Learning Objectives Identify an effective process for creating offerings and bringing them to market. Understand the relative importance of each step in the...

6.5 Managing the Offering Learning Objectives Understand the people involved in creating and managing offerings. Recognize the differences in organizing product marketing for consumer versus B2B companies. Managing all of a company’s offerings presents a number of challenges. Depending on the size of the company and the breadth of the company’s offerings, several positions...

6.4 Branding, Labeling, and Packaging Learning Objectives Understand the branding decisions firms make when they’re developing new products. Identify the various levels of packaging for new products. What comes to mind when someone says Coke or Nike or Microsoft? According to BusinessWeek magazine, the Coca-Cola brand is the strongest brand in the world. However, a global study of...

6.3 Types of Business-to-Business (B2B) Offerings Learning Objectives Define the various types of offerings marketed to businesses. Identify some of the differences with regard to how the various types of business offerings are marketed. Just like there are different types of consumer offerings, there are different types of business-to-business (B2B) offerings as well. But...

6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the...

6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the...

Chapter 6: Creating Offerings 6.1 What Composes an Offering? 6.2 Types of Consumer Offerings 6.3 Types of Business-to-Business (B2B) Offerings 6.4 Branding, Labeling, and Packaging 6.5 Managing the Offering 6.6 Discussion Questions and Activities 6.1 What Composes an Offering? Learning Objectives Distinguish between the three major components of an offering—product, price, and service. Explain,...

5.4 Positioning and Repositioning Offerings Learning Objectives Explain why positioning is an important element when it comes to targeting consumers. Describe how a product can be positioned and mapped. Explain what repositioning is designed is to do. Why should buyers purchase your offering versus another? If your product faces competition, you will need to...

5.3 Selecting Target Markets and Target-Market Strategies Learning Objectives Describe the factors that make some markets more attractive targets than others. Describe the different market-segmenting strategies companies pursue and why. Outline the market-segmentation strategies used in global markets. Selecting Target Markets After you segment buyers and develop a measure of consumer insight about them,...