CHAPTER 12 Developing New Products
1. Understand the reasons why firms create new products.
New market offerings provide value to both the firms and customers.
a. Changing customer needs: Can deliver value more effectively by satisfying the
Marketing Research &
a process of listening and learning with
the goal of making better decisions
Harvard Business Essentials Marketers Toolkit
Chapter 10 Learning Objectives:
Other Learning Objectives:
Identify the 5 steps
Product class 8C
Ch. 11 learning objectives
Identify the advantages that brands
provide firms and consumers.
Explain the various components of brand
Determine the various types of branding
strategies used by firms.
Chapter 8 learning objectives
Describe the components of a country
Understand the marketing
Chapter 4 Learning Objectives:
Distinguish between ethics
and corporate social
Identify the 4 steps in ethical
Describe how ethics can be
integrated into a firms
Chapter 1 learning objectives:
Define the role of marketing
Describe how marketers
create value for a product or
Other learning objectives:
Distinguish between a marketdriven and a market-dri
The Marketing Environment
Chapter 5 learning objectives.
Outline how customers, the
company, competitors, and
corporate partners affect
Explain why marketers must
consider their macroenvironment when they make
Growing Revenues through New
Product - Part 2
Managing the Product Mix &
The Product Life Cycle
for first two classes covering product (10A and 10B)
Ch. 11 & 12 learning objectives
Describe the components of a produ
CHAPTER 13 Servicesthe intangible product
1. What is a service? What is a product? How are they different?
- A product is a good.
- A service is any intangible offering that involves a deed, performance or effort that
cannot be physically possessed.
Chapter 14 Pricing Concepts for Establishing Value
1. Define price. What are some of the ways in which price can be used to establish
and communicate value to consumers?
Price - the overall sacrifice a consumer is willing to make - money, time, energy - t
Chapter 15 Supply Chain + Channel Management
1. Define supply chain management.
Supply chain management - refers to a set of approaches and techniques firms
employ to efficiently and effectively integrate their suppliers, manufacturers,
Chapter 16 Retailing and multichannel marketing
1. Define retailing.
Retailing is the set of business activities that add value to products and services sold to
consumers for their personal or family use. Includes products bought at stores, through
Chapter 17 Integrated Marketing Communications
1. Review the section called communicating with consumers at the beginning of the
chapter, and be familiar with the terminology in that section.
As the number of communication media has increased the task of
Chapter 18 Advertising, PR and Sales Promotions
1. Know and understand the steps required to plan and execute an ad campaign.
Step 1: Identify target audience: firms conduct research to identify their target audience,
then use the information to set the t
CHAPTER 11 Product, Branding and Packaging Decisions
1. What are the four types of consumer products?
Consumer product: products and services used by people for their personal use. Marketers further classify
consumer products by the way they are used and
Chapter 14 learning objectives
List the four pricing orientations.
Explain the relationship between
price and quantity sold.
Explain price elasticity.
Describe how to calculate a products
Chapter 2 learning objectives:
Define a marketing strategy.
Analyze a marketing situation using
Describe how a firm chooses which
consumer group(s) to pursue with
its marketing efforts.
Summarize portfolio analysis and
Segmenting, Targeting, & Positioning
Chapter 9 Learning Objectives:
Outline the different ways of
segmenting (labeling) markets.
Describe how firms determine
whether a segment is attractive
and worth pursuing.
Articulate the differenc