1. The document discusses marketing strategies and assessing market demand for new products. It outlines different methods for estimating market size and demand such as analogy analysis and top-down or bottom-up approaches. 2. The Nestle refrigerated foods case study is presented, involving the potential launch of a new pizza product under the Contadina brand. Market research on consumer preferences and concept testing are analyzed to determine if the pizza product should be launched. 3. The homework assigned is to read about delivering customer value and complete a case study analysis of sales strategies at a software company.

1. Marketing Strategy Mostafa Ewees (PhD) Stanford University at California Assistant Professor at German University in Cairo (GUC) EDUCATIONAL CONSULTANT Assessing & Estimating Market Demand

3. The Marketing Minute

6. Understanding Customer Behavior Opportunity Assessment Marketing Strategy Marketing Assets Segmentation Targeting Positioning 4Ps: . Product . Price . Distribution . Promotion Financial Position The Chain of Marketing Productivity

12. The Product Development Process Concept Development and Testing Marketing Strategy Development Idea Screening Idea Generation Analysis Sales, Costs, Profits Product Development Market Testing Commerciali- zation

19. Would you launch?

21. Here I am, stuck in the middle with you?