Bus 320 Chapter Notes - Chapter 8: Pearson Education, Prentice Hall, Crowdsourcing
9 May 2016
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Developing new products and managing the product life cycle. In this chapter, we"ll look into two product topics: developing new products, managing products through their life cycles. New-product development is risky, and many new products fail. The first part of this chapter lays out a process for finding and growing successful new products. In the second part of the chapter, we see that every product passes through several life-cycle stages and that each stage poses new challenges requiring different marketing strategies and tactics. Finally, we look at two additional considerations, social responsibility in product decisions and international product and services marketing. Google: new-product innovation at the speed of light. The company captures more than 70 percent of all u. s. 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.
