Basic Marketing, 13th edition

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Chapter 10 Product Management and
New-Product Development
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Chapter 10 Objectives
When you finish this chapter, you should

• 1. Understand how product life cycles affect
  strategy planning.
• 2. Understand what is involved in designing new
  products and what new products really are.
• 3. Understand the new-product development
  process.

• 4. See why product liability must be considered
  in screening new products.
• 5. Understand the need for product or brand
  managers.
• 6. Understand the important new terms.

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The Product Life Cycle
Exhibit 10-1
10-3
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Planning for Life Cycle Stages
10-4
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New-Product Development Process
Exhibit 10-4
10-5
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Types of New Product Opportunities
10-6
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New-Product Development Management
10-7
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Key Terms
Product Life Cycle Market Introduction Market
Growth Market Maturity Sales Decline Fashion Fad
New Product FTC Consumer Product Safety
Act Product Liability Concept Testing Product
Managers Brand Managers
10-8