MS9: Product Mix and New Offerings
The Innovation Imperative and New Product Success
Marketing Management at Lexus
Product Characteristics and Classification
2 Topics
Product Levels: The Customer-Value Hierarchy
Product Classifications
Differentiation
3 Topics
Product Differentiation
Services Differentiation
Design Differentiation
Product and Brand Relationships
7 Topics
The Product Hierarchy
Product Line Analysis
Product Line Length
Marketing Insight: When Less is More
Line Modernization, Featuring, and Pruning
Product Mix Pricing
Co-Branding and Ingredient Branding
Packaging, Labeling, Warranties, and Guarantees
3 Topics
Packaging
Labeling
Warranties, and Guarantees
Managing New Products
2 Topics
The Innovation Imperative and New Product Success
New Product Development
The ConsumerAdoption Process
2 Topics
Stages in the Adoption Process
Factors Influencing the Adoption Process
Product Life-Cycle Marketing Strategies
6 Topics
Product Life Cycles
Marketing strategies: Introduction Stage and the Pioneer Advantage
Marketing Strategies: Growth Stage
Marketing Strategies: Maturity Stage
Marketing Strategies: Decline Stage
Critique of the Product Life-Cycle Concept
Executive Summary
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Marketing Strategies: Growth Stage
MS9: Product Mix and New Offerings
Product Life-Cycle Marketing Strategies
Marketing Strategies: Growth Stage
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