Product Strategy and New Product Development

Learning Outcomes

After successfully completing this chapter, students should be able to define the term product and explain the aspects of a product form a marketing point of view, enumerate the most common product strategies, describe the product life cycle, categorize consumers on the basis of how soon they adopt a product that is new to the market, explain the concept of systems selling, describe product development categories, and list the stages in the new product development process.

Topics

1. Introduction to New Product Development
2. Product & Brand Strategy
3. Idea Generation
4. New Product Development (New Case Study)
5. Packaging and Product Development
6. New Service Innovation
7. Benefit Segmentation and Product Positioning
8. Customer Measurement — A Review
9. Market Research and its Influence on New Product Development
10. Managing through Life Cycle
11. Managing the New Product Development Process
12. Organizing for Innovation