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Developing Successful Marketing Strategies by Gary W. Randazzo

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Chapter 8

Product

This chapter focuses on a process, to find and develop products, that is in keeping with an organization’s vision and mission. Within that framework, the discussion focuses on product development programs that are based on consumers’ needs, provide innovative solutions, and match drivers of the consumer product adoption process.

Generating New Product Ideas

The first step in generating good product ideas that will further develop the markets and expertise that defines the firm is to clearly articulate the job customers are hiring the firm to perform. This should be in line with the original mission and vision statement.

It is important not to be too restrictive in the focus of the definition. It is probably better for an owner ...

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