CHAPTER 12
Developing and Managing Products
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 234
Lecture Outline
IRM, p. 235
Discussion Starters
IRM, p. 243
Class Exercises
IRM, p. 244
Semester Project
IRM, p. 247
Answers to Developing Your Marketing Plan
IRM, p. 248
Answers to Discussion and Review Questions
IRM, p. 249
Comments on the Cases
IRM, p. 253
Video Case 12.1
IRM, p. 253
Case 12.2
IRM, p. 254
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
www.cengagebrain.com.
PURPOSE AND PERSPECTIVE
In this chapter, we examine several ways to improve an organization’s product mix. First, we discuss
managing existing products through effective line extension and product modification. Next, we examine
the stages of new-product development, including idea generation, screening, concept testing, business
analysis, product development, test marketing, and commercialization. Then, we go on to discuss the
ways companies differentiate their products in the marketplace and follow with a discussion of product
positioning and repositioning. Next, we examine the importance of deleting weak products and the
methods companies use to eliminate them. Finally, we look at the organizational structures used to
manage products.
