1-3 Understand how companies manage existing products through line extensions and product modifications Describe how businesses develop a product idea into a commercial product Know the importance of product differentiation and the elements that differentiate one product from another Explain product positioning and repositioning Understand how product deletion is used to improve product mixes Understand the characteristics of services and how these characteristics present challenges when developing marketing mixes for service products Be familiar with organizational structures used for managing products
1-21 Why do you think Apple’s iPad made it through the new product development process? Does the iPad satisfy a consumer need that was not satisfied before? Is it better than competing products?
1-55 A Fortune 500 firm that is leading the way for sustainability in the waste disposal service industry Recycling Energy conservation Forbes named it one of the 20 Most Responsible Companies of 201020 Most Responsible Companies of 2010 Board accountability Financial disclosure and controls Shareholder rights Corporate behavior
1-57 Line extensionBusiness analysis Product modificationProduct development Quality modificationsTest marketing Functional modificationsCommercialization Aesthetic modificationsProduct differentiation New-product development process Quality Idea generationLevel of quality ScreeningConsistency of quality Concept testingProduct design