Marketing Final Study Guide

Those who dont follow these steps their products will

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Those who don’t follow these ^^ steps, their products WILL fail o “Who’s got an idea today?” o Here’s a new technical discovery…” o “Me too.” o “Let’s just run it up the flagpole and see who salutes.” o “We’ve got to do something fast.” o Pizza spins- left with 60 years worth of pizza o Dating site skip steps - Product failures o Market too small (insufficient demand) o Poor positioning vs. competitors (other, existing products are seen as better) o Poor timing (market cycle is closing or consumer demands are shifting) o Tech shifts (blind-sided by big change in available tech) o Insufficient ROI (poor sales, excessive costs) Reactive Strategies: - Defensive o Tylenol (extra strength) vs. Datril (“just like Tylenol”) - Imitative o Kirin vs. Michelob Dry/Bud Dry - Second but better o Lotus vs. Excel - Responsive o Android vs. IPhone Growth Opportunity Matrix: ask Alex if it was suppose to be market development Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market development Diversification - Market Penetration relies heavily on sales and promotion o Dominos running the 5-5-5 deal Desirable Markets - Competitive attractiveness o
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  • Spring '11
  • Marketing, market share growth, soft toilet paper, Market response analysis

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Christopher Reinemann
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