The document discusses different types of products including consumer products, business products, and the product life cycle. It defines formal, core, and augmented products. It describes the four stages of the product life cycle as introduction, growth, maturity, and decline. It also discusses different categories of product adopters and the new product development process.

13. 11 – Seller’s services Product quality Physical characteristics of goods Price Brand Design Packaging Product warranty Seller’s reputation Color

16. The Four Stages of the Product Life Cycle 11 – FIGURE 10.2

21. 11 –

25. 11 – Identify the strategic role of new products, then... 1. Idea generation 2. Screening of ideas 3. Business analysis 4. Prototype development 5. Market Tests 6. Commer- cialization

29. Distribution of Product Adopter Categories 11 – FIGURE 10.3 Source: Reprinted with permission of The Free Press, a Division of Simon & Schuster, Inc., from Diffusion of Innovations, Fourth Edition by Everett M. Rogers. Copyright © 1995, by Everett M. Rogers. Copyright © 1962, 1971, 1983 by The Free Press Excerpt from Diffusion of Innovations , Fourth edition by Everett M. Rogers. Reprinted with permission of The Free Press, a division of Simon & Schuster, Inc. Copyright 2005 by Everett M. Rogers. Copyright 1962, 1971, 1983, by The Free Press.

32. 11 – TRICKLE- UP Product adopted first by lower socio- economic group TRICKLE- DOWN Product offered first to upper socio- economic group Product introduced at same time in all three types of stores: TRICKLE-ACROSS Exclusive high-priced specialty stores (boutiques) TRICKLE-ACROSS Medium-priced department stores and specialty stores TRICKLE-ACROSS Discount stores

39. The Concepts of Product Mix Width and Depth Applied to Selected U.S. Proctor & Gamble Products 11 –

43. 11 –

45. Transparency Figure 10F Changing Market for Luxury Automobile Name Plates 11 –