10 《发展，定位和鉴别产品生命周期》Developing, Positioning, and Differentiating Products through the Life Cycle.pptVIP

Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle Objectives Understand the challenges a company faces in developing and introducing new products. Learn the main stages in developing new products and how they can be better managed. Know the factors that affect the rate at which consumers adopt new products. Objectives Learn what marketing strategies are appropriate at each stage of the product life cycle. Understand how a company can choose and communicate an effective market position. New Product Development What is a “New” Product? New-to-the-world pr