BUS 343 Chapter Notes - Chapter 8: Financial Market, Barcode Reader, Universal Product Code
11 May 2016
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Chapter 8 readings: product planning: use product objectives to decide on a product strategy (page. Product management: the systematic and usually team based approach to coordinating all aspects of a product"s marketing initiative including all elements of the marketing mix. Develop product objectives design product strategies make tactical product decisions. Objectives and strategies for individual products (page 267) Strategies for individual products may be quite different for new products, for regional products, or for mature products. For new products, the objectives relate to successful introduction. For mature products, product objectives may focus on bringing new life to a product while holding on to the traditional brand personality. Objectives and strategies for multiple products (page 268) Product line: a firm"s total product offering designed to satisfy a single need or desire of target customers. Product line length: determined by the number of separate items within the same category.
