solomon09_basic - CHAPTER 9 Managing the Product M A R K E...

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Unformatted text preview: CHAPTER 9 Managing the Product M A R K E T I N G Real People, Real Choices 9-2 Chapter Objectives Explain the different product objectives and strategies a firm may choose Explain how firms manage products throughout the product life cycle Discuss how branding creates product identity and describe different types of branding strategies 9-3 Chapter Objectives Explain the roles packaging and labeling play in developing effective product strategies Describe how organizations are structured for new and existing product management 9-4 Steps in Managing Products Develop product objectives Individual products Product lines Design a product strategy Make tactical product decisions Branding Packaging/labeling 9-5 Criteria for Effective Objectives Measurable Clear Unambiguous Time-framed Consistent with long-term health of organization 9-6 Sample Product Objectives In the upcoming fiscal year, modify the products fat content to satisfy consumers health concerns Introduce three items to the product line to take advantage of increased consumer interest in Mexican foods During the coming fiscal year, improve chicken entrees such that consumers rate them as better tasting than the competition 9-7...
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solomon09_basic - CHAPTER 9 Managing the Product M A R K E...

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