Chapter 10: Product Marketing

Learning Objectives

  • Why product marketing matters
  • Explain what a product is and the importance of products in the marketing mix
  • Discuss the product life cycle and its implications for marketing
  • Explain product portfolio management and how it relates to the organization’s marketing strategy and tactics
  • Define the process for creating new products
  • Identify the challenges associated with creating a successful new product

License

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Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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