Intro to Marketing_Herzenstein_Date_032410

Intro to Marketing_Herzenstein_Date_032410 - Some can be...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Product management slides continued Product line Length is the most important feature - Line Stretching o Down market: Porsche (Cayenne) o Up Market: Nissan (infinity) o 2 way: Hilton (Waldorf Astoria, Double Tree) Line featuring- feature (most prestigious) one product in line Line Pruning- make sure don’t have unsuccessful product Brand extension - Trying to capitalize on brand equity Notes go with New Product Management Slides What is a new product? - Very costly and time consuming What does ‘new’ mean? “Improvement” - New benefits, new values to consumer Marketing reasons for failure
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Some can be pulled sooner than 3 months (example: movies)-Insignificant “point of difference”-Incomplete market and product definition-Too little market attractiveness-Poor execution of marketing mix (example: Surge soda drink)-Poor-Bad Timing New product development Idea screening—WWW Average Cost of New Product Cut so many because of cost/expensive PLC-Most products today are in maturity because accepted but no new interest-Sales always higher than profits o Style, Fashion. Fad—graphs Profiles of product adaptors-KNOW chart!...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online