1. Create the Product 08 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

2. Value Proposition Make Marketing Value Decisions Understand Consumer Value Needs Create Value Proposition Communicate Value Proposition Deliver Value Proposition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

3. What is a Product? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Goods Intangibles

4. AUGMENTED PRODUCT warranty, delivery, support website Honda lawnmower Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall CORE PRODUCT ACTUAL PRODUCT Lawn that neighbors envy Layers of a Product

5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Classifying Products DURABLES NONDURABLES

6. Consumer Product Classification CONVENIENCE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall SHOPPINGSPECIALTYUNSOUGHT

7. Convenience Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

8. Shopping Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

9. Specialty Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

10. Unsought Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

11. Business Product Classification EQUIPMENT Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall MRO PRODUCTSRAW MATERIALSPROCESSED MATERIALSCOMPONENT PARTS

12. Equipment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

13. MRO Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

14. Raw Materials Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

15. Processed Material Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

16. Component Parts Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

17. Innovation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

18. Technological Change Behavioral Change Types of innovations Continuous Discontinuous Dynamically Continuous Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

19. continuous innovations tech behavior Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall CHANGE

20. dynamically continuous innovations tech behavior Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall CHANGE

21. discontinuous innovations tech Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall CHANGE behavior

22. New Product Failure Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

23. New Product Development Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

24. New Product Development idea generation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1

25. New Product Development product concept development Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 2

26. New Product Development marketing strategy development Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 3

27. New Product Development business analysis Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4

28. New Product Development technical development Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 5

29. New Product Development test marketing Copyright © 2021 Pearson Education, Inc. Publishing as Prentice Hall 6

30. New Product Development final commercialization Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 7

31. Diffusion and Adoption Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

32. Diffusion process by which a new product or innovation spreads through the population Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

33. Adoption individual decision to use/not use an innovation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

34. Adoption AwarenessInterest Evaluation Trial Adoption New Product Buying Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

35. Adopter Categories Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

36. Relative Advantage Trialability Compatibility Observability Complexity Making an innovation successful Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

37. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall