Chapter 9

A Look at Designing and Managing Products

“Profit is payment you get when you take advantage of change” – Joseph Schumpeter
“Being fed a decent meal in a casual environment is a commodity in far more supply
than demand” – Barry M. Cohen

Outline:
I. Product Levels
a. Core Product
b. Facilitating Products
c. Supporting Products
d. Core Competency Review
II. Augmented Product
a. Atmosphere: The Physical Environment
b. Customer Interaction with the Service Delivery System
c. Customer Interaction with Other Customers
d. Customer Coproduction
III. Brand Decisions
a. Conditions That Support Branding
b. Leveraging Brand Equity
IV. New Product Development
a. Idea Generation
b. Idea Screening
c. Concept Development and Testing
d. Marketing Strategy
e. Business Analysis
f. Product Development
g. Test Marketing
h. Commercialization
V. Product Development Through Acquisition
VI. Product Life-Cycle Strategies
a. Introduction Stage
b. Growth Stage
c. Maturity Stage
d. Decline Stage
e. Product Deletion