Part 2 The Product Concept
Section 7. Marketing Objectives Generic Objectives Marketing Objectives That Lead to Growth Section 8. Product Development Objectives Objectives Identification Stakeholder Objectives Stewardship Objectives Executive Objectives Conditions of Achievement Section 9. Developing Product Concepts Methods Challenging Conventional Wisdom Innovation Creativity Creativity/Innovation Matrix Section 10. Evaluation of Product Concepts Establishing Evaluation Criteria Strategic Synergy Resource Matching Value Analysis Market Window Fit The Effect Of Contingent Events Environmental Influences Competitive Analysis Risk Analysis Selecting Winning Concepts
Section 7. Marketing Objectives
Generic Objectives Marketing Objectives That Lead to Growth
Section 8. Product Development Objectives
Objectives Identification Stakeholder Objectives Stewardship Objectives Executive Objectives Conditions of Achievement
Section 9. Developing Product Concepts
Methods Challenging Conventional Wisdom Innovation Creativity Creativity/Innovation Matrix
Section 10. Evaluation of Product Concepts
Establishing Evaluation Criteria Strategic Synergy Resource Matching Value Analysis Market Window Fit The Effect Of Contingent Events Environmental Influences Competitive Analysis Risk Analysis Selecting Winning Concepts
