Marketing Agency
New Products in the Portfolio LEARNING OBJECTIVES Explain why new products are crucial to an organization’s success Factors Influencing the Pace of Product Development New-product introductions are an important component of the product portfolio. This has… New Products in the Portfolio : why new products are crucial to an organization’s success
Product-Line Decisions A product line can contain one product or hundreds of products. The number of products in a product line refer to its depth, while the number of separate product lines owned by a company… Product-Line Decisions
Marketing Mix Strategies When a product is introduced, it’s not locked down forever. Marketers continually gather market data about products so they can refine the product and its position in the marketplace. Product Modification It… Marketing Mix Strategies
Achieving Portfolio Objectives LEARNING OBJECTIVES Identify marketing strategies and tactics used to achieve portfolio objectives Introduction In our discussion of the product life cycle we saw that competition generally increases as more competitors are drawn to high-growth… Identify marketing strategies and tactics used to achieve portfolio objectives
Organizing for Effective Product Marketing Before we dive into the product portfolio it is important to understand how products are organized in most businesses. Johnson & Johnson has hundreds of products. They sell baby shampoo… Organizing for Effective Product Marketing
The Product Portfolio LEARNING OBJECTIVES Define the product portfolio and explain its use in marketing Throughout this course we have discussed a number of ways that organizations market products successfully. How does an organization decide… product portfolio and explain its use in marketing
Introduction to Product Portfolio Management What you’ll learn to do: explain product portfolio management and how it relates to the organization’s marketing strategy and tactics Our last example showed the importance of marketing a diverse… Introduction to Product Portfolio Management
Challenges in the Product Life Cycle LEARNING OBJECTIVES Identify challenges of using the product lifecycle in marketing Introduction In theory, the product life cycle follows a predictable path that is easy to understand. This might… Challenges in the Product Life Cycle
Marketing through the Product Cycle LEARNING OBJECTIVES Explain the unique marketing requirements of each stage There are some common marketing considerations associated with each stage of the PLC. They cannot be used as a formula to guarantee success,… Marketing through the Product Cycle
Using the Product Life Cycle The product life cycle can be a useful tool in planning for the life of the product, but it has a number of limitations. Not all products follow a smooth… Using the Product Life Cycle