Developing and Managing Offerings: REVIEW QUESTIONS

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Read this chapter. Pay attention to the section on managing new products and the product life cycle, and watch the videos.

The New Offering Development Process

REVIEW QUESTIONS

What are the seven steps in the offering development process? What are the key activities in each step?
Who are lead users?
How should a company evaluate new ideas? What are the criteria?
How does quality function deployment work?

Course Introduction

Course Syllabus

Announcements

Unit 1: The Definition and Principles of Marketing

1.1: Marketing Basics

What is Marketing?

Marketing Fundamentals

1.2: The Marketing Mix ("The 4 Ps")

The Marketing Mix

Developing and Managing Offerings

Pricing the Product

Price, the Only Revenue Generator

Demand-Based Pricing

The Market is a Place

Promotion Tools and Tactics

Integrated Marketing Communications and the Changing Media Landscape

Advertising and Marketing on the Internet

Social Marketing

Unit 1 Discussion

Unit 1 Discussion

Unit 2: Segmenting, Targeting, and Positioning

2.1: STP Strategy

Market Segmenting, Targeting, and Positioning

The Segmented Market

Approaching the Market

Positioning

2.2: Publics

The Benefits of Understanding Your Audience

Unit 2 Discussion

Unit 2 Discussion

Unit 3: Customers and Marketing Research

3.1: Business-to-Business

Business Buying Behavior

Organizational Buyer Behavior

3.2: Business-to-Consumer

Using Marketing Channels to Create Value for Customers

Understanding Buyer Behavior

3.3: Customer Psychology

How People Make Buying Decisions

3.4: Value of Customers

Strategic Planning

3.5: Marketing Research

Marketing Research: An Aid to Decision Making

Marketing Research and Market Intelligence

Business and Marketing Research Resources

Unit 4: Life Cycles, Offers, Supply Chains, and Pricing

4.1: Product Life Cycle

Introducing and Managing the Product

4.2: The Creation of an Offering

Creating Offerings

4.3: Creating Customer Value through Supply Chains

Using Supply Chains to Create Value for Customers

Unit 4 Discussion

Unit 4 Discussion

Unit 5: Distribution and Promotion

5.1: Distribution Channel Strategies

Channel Concepts: Distributing the Product

5.2: Promotion Tools and Tactics

10 Rules for a Powerful Brand in Architecture

Advertising

Professional Selling

Types of Marketing Channels

The Sales Force

Public Relations

Media and Public Relations

Unit 5 Discussion

Unit 5 Discussion

Unit 6: Launching a Marketing Campaign

6.1: Satisfying the Customer

Customer Satisfaction, Loyalty, and Empowerment

6.2: Marketing Ethics

Business and Marketing Ethics

6.3: Social Marketing

Social Marketing

6.4: Cultural Modifications for Marketing

Multicultural Marketing

6.5: The Marketing Plan

The Marketing Plan

Marketing Budgets

Marketing Plan Project