ADMS 2200 Lecture Notes - Interactive Marketing, Health Canada, Total Quality Management

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Li Lee

Document Summary

Previewing the concepts chapter objectives: define product and describe and classify different types of product offerings. In this chapter, we take a deeper look at the marketing mix the tactical tools that marketers use to implement their strategies and deliver superior customer value. We"ll study how a product is defined, how companies develop new products, and how marketers manage products over time. We"ll also consider the special challenges of marketing services which are actually a type of product. Developing new products requires innovation, so we begin by looking at google, one of the world"s most innovative companies. At google, innovation isn"t just a process; it"s in the very spirit of the place. The company captures more than 70 percent of all search-related advertising revenues. Google"s mission is to organize the world"s information and make it universally accessible and useful. At many companies, new-product development is a cautious, step-by-step affair that might take a year or two to unfold.