Summary: Product Launch
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Read the summary and the most important questions on product launch
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Week 1
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What are the three influences of product strategy?
Product lines, range and the product life cycle -
What are the 3 product classifications?
1. Non-durable products
2. Durable products
3.Services -
Products can be classified according to two things, which?
Their durability and their tangibility -
Marketers also divide products and services into two other classifications, which are
Consumer products & Industrial products -
Supplies and business services
Operation supplies, short term good.
Maintenance & Operating supplies -
Length of product is influence by ?
The company's objectvies and resources -
Product quality has two dimensions: namely
Level and consistency -
Four dimensions of the product mix
1. Breadth or width: Wide product mxi many different product lines
2.Length : total number of products in the product lines
3.Depth: Different versions, sizes of packaging
4.Consistency: how closely related the various products are in end use -
week 2
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Why do new products fail?
1. Overestimation of market size
2.Design problems
3.Competition
4.Development costs
5.Incorrectly positioned, priced
5.Poor marketing, research -
Idea generation internal & external sources
Internal sources: company employees( all levels)
External sources: Customers,Competition,Distributors,Suppliers,Outsourcing
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