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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Product Management and New-Product Development

Chapter Objectives

When you finish this chapter, you should:

Understand how product life cycles affect strategic planning.

Know what is involved in designing new products and what "new products" really are.

Understand the new-product development process.

See why product liability must be considered in screening new products.

Understand the need for product, brand, or category managers.

Understand the important new terms (shown in the margins).




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