 | Marketing and Product Development: Creating and Positioning Goods and Services
Learning Objectives
After studying this chapter you should be able to:
- Explain how marketing, product
development, and sales must coordinate
their activities to align a company's
products with customer needs.
- Describe how marketing research can
identify customer needs.
- Identify the four main elements of the
marketing mix and discuss how the
marketing mix is used to differentiate a
company's products.
- Describe how marketing research can
identify the needs of different customer
groups and market segments.
- Differentiate between the three main
approaches to market segmentation.
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