Explain the different organizational structures used to manage brands
Describe the steps in the new product development
Idea Generation --> Screening ---> Concept Development and Product Testing ---> Business Analysis ---> Commercialization --> Test Market -->Product Development
Discuss Key decisions involved in managing current products
- Product modification decisions
- Product Mix Expansion Decisions
- Packaging and Brand Design Decisions
- Product Maintenance or Withdrawal decisions
The Product Life Cycle
Introduction to Growth to Mature to Extending Product Lifecycle to Decline Stage
Adoption: A series of stages a consumer passes through on the way to purchasing a product on a regular basis.
The 5 STEPS are: awareness, interest, evaluation, trial, and action.
- Brand manager - responsible for implementation of effective marketing programs
- Category manager -responsible for developing and implementing marketing activity for ago of related products
- Target market management systems - different customer classes with different needs require different marketing strategies.
- Regional marketing systems - needs of customers in different geographical locations
- Continental and Global Marketing - seeking economies on a global scale
Describe the steps in the new product development
Idea Generation --> Screening ---> Concept Development and Product Testing ---> Business Analysis ---> Commercialization --> Test Market -->Product Development
Discuss Key decisions involved in managing current products
- Product modification decisions
- Product Mix Expansion Decisions
- Packaging and Brand Design Decisions
- Product Maintenance or Withdrawal decisions
The Product Life Cycle
Introduction to Growth to Mature to Extending Product Lifecycle to Decline Stage
Adoption: A series of stages a consumer passes through on the way to purchasing a product on a regular basis.
The 5 STEPS are: awareness, interest, evaluation, trial, and action.
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