Acct 401 Business Marketing

Class 10b: Product Strategy

Content:

During this class students will explore various aspects of "product strategy" - in which marketers determine what individual product offerings, and what product lines, should be brought to market. Specific topics explored during this class will include:

product mix:
- product line
- individual offering
- cannibalization
- line-extension
product life-cycle:
- introduction
- growth
- maturity
- decline
extending the life-cycle: increase frequency of use, add new users; find new uses; change quality or packaging
characteristics of a superior product
new-product development process
organizational structures responsible for new products
consumer adoption process
factors influencing rate of adoption

Product Line: A series of related products.

Individual Offering: Single product within a product line.

References:

Text Reference:

Text, chapter #11, pages 271 - 297

PowerPoint:

Product Strategy

Handouts/Articles:

Relevant web sites:

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