tailieunhanh - Ebook Marketing - Real people, real choices (9/E): Part 2

(BQ) Part 2 book “Marketing - Real people, real choices” has contents: Innovation and new product development; product strategy , branding, and product management; marketing math; determine the distribution strateg, advertising and sales promotion, and other contents. | PART THREE: Develop the Value Proposition for the Customer Chapter 8 Product I: Innovation and New Product Development Explaln how value ls derived (]) C += :::, 0 Undersland the Importance Explaln tne process or product tnrough different product layers. pp. 234- 237 and types of product innovations. pp. 241 - 243 adoption and lhe dlffuslon of Innovations. pp. 249- 255 BUILDA BITTER MOUSETRAP-AND ADD VALUE p. 234 "NEW AND IMPROVE DI" THE PROCESS OF INNOVATION p. 241 ADOPTION AND DIFFUSION Of NEW PRODUCTS p. 249 G) -. ·-0> Desctlbe how market ers classify products. pp. 237- 241 G) .0 HOW MARKETERS CLASSIFY PRODUCTS p. 237 Shaw how forms develop new products. pp. 244-249 Check out the Chapter B Studr Map on page 2S6. NEW PRODUCT DEVELOPMENT p. 244 0 Neal Goldman T A Decision M aker at Under Armour Neal Goldman is director of men's trajning and team sporu apparel at Under Armour. in Baltimore. Maryiand, Neal has been on the Under Armour men's apparel busine;ss f0nefits. Despite Victor's claim to be the "World's Leader in Rodent Control Solutions," in this case cheese and a shoe box could s nuff out a mouse as well as a high-tech trap. j PRODUCT I : INNOVATION AND CH APTER 8 NEW PRODUCT DEVELOPMENT We need to take a close look at how products successfully trap consumers' dollars when they provide value. ln Chapter 1., we saw that the value proposition is the 's pcrceptfon of the benefits he or she will receive if he or she buys a good or service. So the marketer's task is twofold: first, to create a value than what's out there already and, second, to convince customers that this is true. As we defined it in Chapter 1, a product is a tangible good, service, idea, or some com· of these that satisfies consumer or business customer nct:"'pt them (or not). More broadly speaking. Parts 3 and 4 of the book take you systematically through .