Product1 Policy

  • Michael J. Baker


The issues to be addressed in Chapter 13 include:
  1. 1

    The role of the product in marketing.

  2. 2

    The relationship between user needs and product characteristics.

  3. 3

    The classification of products.

  4. 4

    The nature of product policy.

  5. 5

    The importance of product development

  6. 6

    The normative theory of new product development

  7. 7

    The management of the product life-cycle (PLC)

  8. 8

    The monitoring of product performance.



Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 1.
    Throughout this chapter the terms ‘product’ and ‘service’ will be used as implying the other unless specifically stated to the contrary.Google Scholar
  2. 2.
    E. Raymond Corey, ‘Key Options in Market Selection and Product Planning’, Harvard Business Review (September-October 1975).Google Scholar
  3. 3.
    London: Business Publications (1962) p. 33.Google Scholar
  4. 4.
    Robert C. Bennett and Robert G. Cooper, ‘The Misuse of Marketing: an American tragedy’, McKinsey Quarterly (Autumn 1982) pp. 52–69.Google Scholar
  5. 5.
    Lawrence Abbott, Quality and Competition (New York: Columbia University Press, 1955) p. 9.Google Scholar
  6. 6.
    Roy Rothwell, Paul Gardiner and Kerry Schott, Design and the Economy (London: The Design Council, 1983).Google Scholar
  7. 7.
    As Levitt has shown in his article ‘The Industrialisation of Service’, Harvard Business Review (September-October 1976), virtually all services are associated with physical/objective factors which are necessary to the delivery of the service. Thus the opulence of the bank, the cleanliness of the operating theatre and the comfort of the beauty parlour will all have an important influence on the perception of the service rendered. It is for this reason that we choose not to distinguish products from services.Google Scholar
  8. 8.
    Theodore Levitt in Robert R. Rothberg (ed.), Corporate Strategy and Product Innovation (New York: Free Press, 1976).Google Scholar
  9. 9.
    George Avlonitis, ‘An Exploratory Investigation of the Product Elimination Decision-Making Process in the UK Engineering Industry’, unpublished Ph.D. thesis, University of Strathclyde (1980).Google Scholar
  10. 10.
    Melvin T. Copeland, ‘Relation of Consumers’ Buying Habits to Marketing Methods’, Harvard Business Review (April 1923).Google Scholar
  11. 11.
    This was first introduced in Chapter 7 when discussing the general influence of product characteristics on choice behaviour.Google Scholar
  12. 12.
    G. E. Miracle, ‘Product Characteristics and Market Strategy’, Journal of Marketing (January 1969).Google Scholar
  13. 13.
    H. I. Ansoff, Corporate Strategy (Harmondsworth: Penguin, 1968).Google Scholar
  14. 14.
    ‘Managing Our Way to Economic Decline’, Harvard Business Review (July-August 1980).Google Scholar
  15. 15.
    ‘Revenge of the Marketing Concept’, Business Horizons (June 1980).Google Scholar
  16. 16.
    ‘Managing Our Way to Economic Decline’, see n. 14 above.Google Scholar
  17. 17.
    ‘The Misuse of Marketing: an American tragedy’, see n. 4 above.Google Scholar
  18. 18.
    Samuel C. Johnson and Conrad Jones, ‘How to Organise for New Products’, Harvard Business Review (May-June 1957).Google Scholar
  19. 19.
    Joseph P. Guiltinan and Gordon W. Paul, Marketing Management: Strategies and Programs (New York: McGraw-Hill, 1982) pp. 40–2.Google Scholar
  20. 20.
    See Michael J. Baker, Market Development (Harmondsworth: Penguin, 1983) for a full description.Google Scholar
  21. 21.
    Axel Johne, ‘Innovation, Organisation and Marketing of High Technology Products’, unpublished Ph.D. dissertation (Strathclyde University, 1982).Google Scholar
  22. 22.
    See, for example, Michael J. Baker and Ronald McTavish, Product Policy and Management (London: Macmillan, 1976) Chapter 5.CrossRefGoogle Scholar
  23. 23.
    D. J. Luck and O. C. Ferrell, Marketing Strategy and Plans (Englewood Cliffs, N.J.: Prentice-Hall, 1979).Google Scholar
  24. 24.
    Dynamic Competitive Strategy & Product Life Cycles (St Charles, Ill.: Challenge Books, 1874).Google Scholar
  25. 25.
    Diffusion of Innovations (New York: Free Press, 1983), 3rd edn.Google Scholar
  26. 26.
    P. Kotler, ‘Phasing-out weak Products’, Harvard Business Review, (March-April 1965) pp. 108–18.Google Scholar
  27. 27.
    W. J. Talley, ‘Profiting from the Declining Product’, Business Horizons, 7 (Spring 1964) pp. 77–84.CrossRefGoogle Scholar
  28. P. Kotler, ‘Harvesting Weak Products’, Business Horizons 21 (August 1978) pp. 15–22.Google Scholar
  29. George C. Michael, ‘Product Petrification — A New Stage in the Life Cycle Theory’, California Management Review, 9 (Fall 1971) pp. 88–91.CrossRefGoogle Scholar
  30. J. T. Rothe, ‘The Product Elimination Decision’, MSU Business topics 18 (Autumn 1970) pp. 45–52.Google Scholar
  31. 27.
    David J. Luck, Product Policy and Strategy (Englewood Cliffs, N.J.: Prentice-Hall, 1972) pp. 75–6.Google Scholar
  32. 28.
    David S. Hopkins, Business Strategies for Problem Products Report 714 (New York: The Conference Board, 1977).Google Scholar
  33. 29.
    Hopkins, Business Strategies, see n. 28 above.Google Scholar
  34. 30.
    Hopkins, Business Strategies, see n. 28 above.Google Scholar

Copyright information

© Michael J. Baker 1992

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

Personalised recommendations