- The document discusses the seven step process that most companies follow to develop new products, which includes idea generation, screening, specification, development, testing, launch, and monitoring.
- It also covers how companies manage products through their lifecycles, which typically include introduction, growth, maturity, and decline phases. Strategies may differ between phases as sales and competition change.
- Companies aim to extend the maturity phase through modifications to products, markets, or marketing mix, and must decide when to harvest or divest products in decline.
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
THIS DESCRIBES THE CONCEPT OF A PRODUCT AND PRODUCT LIFE CYCLE AND ITS VARIOUS STAGES IN DETAILS.IT WILL GIVE A COMPLETE KNOWLEDGE OF PRODUCT LIFE CYCLE.
The PDF is a teaching aid for the course of Marketing Management. In specific, it covers two important topics - Product Life Cycle, & New Product Development. Describes the Stages of PLC: 1. Product Development, 2. Introduction, 3. Growth, 4. Maturity, 5. Decline. Explores the relationship between PLC and the BCG Matrix.