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Essentials of Marketing 7th Edition

Essentials of Marketing (7th Edition)

Book Edition7th Edition
Author(s)Hair, Lamb
PublisherCengage Learning
Chapter 11, End Of Chapter, COMPANY CLIPS, Exercise 3
Page 386



Designing usable and intriguing products is an integral part of Kodak's marketing process. Paul Porter, director of corporate design and usability, focuses on creating interesting, functional, and intuitive equipment. To make sure the company is on the right track with product development, Kodak marketers interview customers and visit them in their own homes, observing how families use digital photography. The understanding gained from these interactions helps the company create a wide range of products targeted at different market segments.


Discuss the product development process at Kodak.

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