The role of the product in marketing.
The relationship between user needs and product characteristics.
The classification of products.
The nature of product policy.
The importance of product development
The normative theory of new product development
The management of the product life-cycle (PLC)
The monitoring of product performance.
Unable to display preview. Download preview PDF.
Notes and References
- 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.E. Raymond Corey, ‘Key Options in Market Selection and Product Planning’, Harvard Business Review (September-October 1975).Google Scholar
- 3.London: Business Publications (1962) p. 33.Google Scholar
- 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.Lawrence Abbott, Quality and Competition (New York: Columbia University Press, 1955) p. 9.Google Scholar
- 6.Roy Rothwell, Paul Gardiner and Kerry Schott, Design and the Economy (London: The Design Council, 1983).Google Scholar
- 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.Theodore Levitt in Robert R. Rothberg (ed.), Corporate Strategy and Product Innovation (New York: Free Press, 1976).Google Scholar
- 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‘An Exploratory Investigation of the Product Elimination Decision-Making Process in the UK Engineering Industry’, unpublished Ph.D. thesis, University of Strathclyde (1980).Google Scholar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.Melvin T. Copeland, ‘Relation of Consumers’ Buying Habits to Marketing Methods’, Harvard Business Review (April 1923).Google Scholar
- 11.This was first introduced in Chapter 7 when discussing the general influence of product characteristics on choice behaviour.Google Scholar
- 12.G. E. Miracle, ‘Product Characteristics and Market Strategy’, Journal of Marketing (January 1969).Google Scholar
- 13.H. I. Ansoff, Corporate Strategy (Harmondsworth: Penguin, 1968).Google Scholar
- 14.‘Managing Our Way to Economic Decline’, Harvard Business Review (July-August 1980).Google Scholar
- 15.‘Revenge of the Marketing Concept’, Business Horizons (June 1980).Google Scholar
- 16.‘Managing Our Way to Economic Decline’, see n. 14 above.Google Scholar
- 17.‘The Misuse of Marketing: an American tragedy’, see n. 4 above.Google Scholar
- 18.Samuel C. Johnson and Conrad Jones, ‘How to Organise for New Products’, Harvard Business Review (May-June 1957).Google Scholar
- 19.Joseph P. Guiltinan and Gordon W. Paul, Marketing Management: Strategies and Programs (New York: McGraw-Hill, 1982) pp. 40–2.Google Scholar
- 20.See Michael J. Baker, Market Development (Harmondsworth: Penguin, 1983) for a full description.Google Scholar
- 21.Axel Johne, ‘Innovation, Organisation and Marketing of High Technology Products’, unpublished Ph.D. dissertation (Strathclyde University, 1982).Google Scholar
- 23.D. J. Luck and O. C. Ferrell, Marketing Strategy and Plans (Englewood Cliffs, N.J.: Prentice-Hall, 1979).Google Scholar
- 24.Dynamic Competitive Strategy & Product Life Cycles (St Charles, Ill.: Challenge Books, 1874).Google Scholar
- 25.Diffusion of Innovations (New York: Free Press, 1983), 3rd edn.Google Scholar
- 26.P. Kotler, ‘Phasing-out weak Products’, Harvard Business Review, (March-April 1965) pp. 108–18.Google Scholar
- P. Kotler, ‘Harvesting Weak Products’, Business Horizons 21 (August 1978) pp. 15–22.Google Scholar
- J. T. Rothe, ‘The Product Elimination Decision’, MSU Business topics 18 (Autumn 1970) pp. 45–52.Google Scholar
- 27.David J. Luck, Product Policy and Strategy (Englewood Cliffs, N.J.: Prentice-Hall, 1972) pp. 75–6.Google Scholar
- 28.David S. Hopkins, Business Strategies for Problem Products Report 714 (New York: The Conference Board, 1977).Google Scholar
- 29.Hopkins, Business Strategies, see n. 28 above.Google Scholar
- 30.Hopkins, Business Strategies, see n. 28 above.Google Scholar