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Archives for the ‘Marketing’ Category

Purposes in test marketing

Category: Marketing

Pilot launching is a readily understandable objective. Any pilot operation aims to determine whether or not the system works as well as intended and at discovering design errors and weak components. For example, the pilot launch may uncover production problems.



Test marketing (NPD Stage 5)

Category: Marketing

The manner in which new products are tested in the real competitive marketplace takes many forms from some limited market test experiments («limited testing») to «full test marketing».



Product Testing

Category: Marketing

This is the stage at which actual prototypes are tested. Deeper evaluations are now possible. In this field, the selection of an appropriate test sample is contentious. Most practitioners simply employ a judgement sample in the target segment.



Product development (NPD Stage 4)

Category: Marketing

This is the phase in which the organisation finds out if it is technically feasible to produce the product and if it can be produced at costs low enough to make the final price acceptable. In addition, the overall acceptability of the product concept (core product) and the physical product and service offerings (actual and […]



Business analysis (NPD Stage 3)

Category: Marketing

During the business analysis stage the product idea is evaluated to determine its potential contribution to the firm’s sales, costs, and profits. In the course of a business analysis, evaluators ask a variety of questions. Does the product fit in with the organisation’s existing product mix?



Screening (NPD Stage 2)

Category: Marketing

Only some ideas will justify the expense of development work, so some mechanism is required to sift out the few that deserve further attention there are two essential features in this screening process.



Idea generation (NPD Stage 1)

Category: Marketing

Strategic factors, as well as the firm’s competence in new product development, will influence how rigorous the search for new product concepts will be. The environmental pressures prompting the search for new products will also have a significant bearing.



New product development (NPD)

Category: Marketing

Of new product ideas, you might confidently say «There’s one born every minute». It could even be an underestimate! But the question that begs to be asked is: «How many will survive, and why»



Product Life Cycle

Category: Marketing

Fundamental of the PLC concept The PLC concept has two key elements. First, product sales are said to go through a sequence of stages at varying speeds. Second as a result of the changing character of market competition, profits also have a cyclical curve, but one which tends to start descending while the sales curve […]



Positioning

Category: Marketing

Having identified the segments in a given market and decided which segment(s) to target, a company must then position its products correctly in the chosen segment(s).





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