Converge 560/590 Marketing & Technical Product Overview October 2005.
BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual...
-
Upload
alexander-scott -
Category
Documents
-
view
218 -
download
0
Transcript of BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual...
![Page 1: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/1.jpg)
BA 590BA 590
New Product Development and
Sales
![Page 2: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/2.jpg)
PlaceProduct PricePromotion
Brand
Type of Brand:Individual or family
Manufacturer or dealer
ProductIdea
Physicalgood/service
FeaturesQuality levelAccessoriesInstallationInstructionsProduct line
Warranty
None, full, orlimited
Package
Protection,Promotion,
or both
Target Market
8-3
Exhibit 8-1
Defining “Product”
![Page 3: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/3.jpg)
Exhibit 13-7Time13-14
The Adoption CurveP
erce
nt
Ad
op
tio
n
Innovators(3-5%)
EarlyAdopters(10-15%)
EarlyMajority
(34%)
LateMajority
(34%)
Laggards/Nonadopters
(5-16%)
05
20
50
90
![Page 4: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/4.jpg)
The Adoption CurveThe Adoption Curve
• Innovators: • First to Adopt, Eager to Try• Young, Well-Educated, Mobile• Seek Info from non-salesperson Sources
• Early Adopters• Opinion Leaders• Greater Contact with Salespeople• Word-of-Mouth
![Page 5: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/5.jpg)
The Adoption CurveThe Adoption Curve
• Early Majority: • Avoid Risk, Try Only if Others Have
Usually are Not Opinion Leaders
• Late Majority:• Cautious About New Ideas, Older
and More Set in Their Ways• More Subject to Peer Pressure
![Page 6: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/6.jpg)
The Adoption CurveThe Adoption Curve
• Laggards:• Suspicious of New Ideas• Do Things the Way that They Have
Always Been Done
![Page 7: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/7.jpg)
The Product Life Cycle
9-3
Exhibit 9-1
Total IndustryProfit
+
–
$ 0
MarketIntroduction
MarketGrowth
MarketMaturity
SalesDecline
Time
Total IndustrySales
![Page 8: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/8.jpg)
Defining ProductDefining Product
• High Physical Good Emphasis• Nails, Soup
• Medium Physical Good Emphasis/Medium Service Emphasis:• Restaurant Meal, Automobile Tune-up
• High Service Emphasis:• Financial Services, Hair Cut, Postal
Service
![Page 9: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/9.jpg)
ConsumerProductClasses
Convenience
Specialty
Unsought
Shopping
8-4
Consumer Product Classes
![Page 10: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/10.jpg)
Product LinesProduct Lines
• Product Assortment: All Products and Product Lines in a Firm
• Product Lines: Individual Products that are Closely Related
• Individual Products: Particular Products in a Product Line
![Page 11: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/11.jpg)
Oakley Product AssortmentOakley Product Assortment
![Page 12: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/12.jpg)
Oakley Product LineOakley Product Line
![Page 13: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/13.jpg)
Individual ProductIndividual Product
![Page 14: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/14.jpg)
3-Minute Drill3-Minute Drill
• Identify a New “Individual Product” or “Individual Service” that is Part of an Existing Product Line. Explain Why it Would be Successful• Example: Kodak has a Product Line of
Disposable Cameras. A Possible New “Individual Product” Would be a Disposable
Digital Camera. 1-5
![Page 15: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/15.jpg)
The Product Life Cycle
9-3
Exhibit 9-1
Total IndustryProfit
+
–
$ 0
MarketIntroduction
MarketGrowth
MarketMaturity
SalesDecline
Time
Total IndustrySales
![Page 16: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/16.jpg)
Introducing NewProducts
Managing MatureProducts
Future Adaptation
New Markets
Dying Products
Budget / Rate of Growth
Persuasion / Less Profit
New or Improve?
New Strategies
Phase Out
Focus:
Focus:
Focus:
Focus:
Focus:
Planning for Life Cycle Stages
9-4
![Page 17: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/17.jpg)
IdeaGeneration
Ideas from:Customers and usersMarketing
researchCompetitorsOther
marketsCompany
peopleMiddlemen
Screening
Strengthsand
WeaknessesFit with
objectivesMarket
trendsRough ROI
estimate
IdeaEvaluation
Concepttesting
Customerreactions
Roughestimatesof cost, sales,
profits
Development
R & DDevelop
model orserviceprototype
Testmarketingmix
Revise plansas needed
ROI estimate
Commercial-ization
Finalizeproduct andmarketingplan
Startproduction
and marketing
“Roll out” in selectmarkets
Final ROIestimate
9-5
Exhibit 9-4
New-Product Development Process
![Page 18: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/18.jpg)
Long-RunConsumer
Welfare
Immediate Satisfaction
DesirableProducts
PleasingProducts
SalutaryProducts
DeficientProducts
High Low
High
Low
Types of New Product Opportunities
9-6
Exhibit 9-5
![Page 19: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/19.jpg)
KeyIssues
Top LevelSupport
Market-GuidedR & D
Authority
9-7
New-Product Development Management
![Page 20: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/20.jpg)
Total Quality Management
Cost of Defects
Empowerment
ContinuousImprovement
CustomerFocus
ManagementLeadership andreturn on quality
Quality tools,benchmarking,
and the like
TQMTQM
9-8
![Page 21: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/21.jpg)
NPD At Briggs and StrattonNPD At Briggs and Stratton
• Are There Any Advantages to Holding Off International Distribution of the Quattro Engine?
• What Does Maturity in the Mower Market mean for B & S?
• Should B & S Develop Their own Line of Lawn Mowers?
![Page 22: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/22.jpg)
Promotion Promotion
• Sales Promotion
• Personal Selling
1-5
![Page 23: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/23.jpg)
Exhibit 13-113-3
Basic Promotion Methods
TargetMarketTargetMarket
PricePricePromotionPromotionPlacePlaceProductProduct
SalesPromotion
SalesPromotion
PersonalSelling
PersonalSelling
PublicityPublicityAdvertisingAdvertising
MassSellingMass
Selling
![Page 24: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/24.jpg)
Exhibit 13-2
Aimed at middlemen
Price dealsPromotion allowancesSales contestsCalendarsGiftsTrade ShowsMeetingsCatalogsMerchandising aids
Aimed at finalconsumers or users
ContestsCouponsAisle displaysSamplesTrade showsPoint-of-purchase materialsBanners and streamersTrading stampsSponsored events
Aimed at company’sown sales force
ContestsBonusesMeetingsPortfoliosDisplaysSales aidsTraining materials
13-4
Sales Promotion Activities
![Page 25: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/25.jpg)
0
Price
Quantity
D
0
Price
Quantity 0
Price
Quantity
D2
D1 DD
D
B. to the rightA. To be more elastic C. Both to the right and more elastic
13-8
Promotion and the Demand Curve
![Page 26: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/26.jpg)
Exhibit 13-4
Feedback
ReceiverDecodingMessagechannelEncodingSource
Noise
13-10
The Traditional Communication Model
![Page 27: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/27.jpg)
Encoder
Decoder
Commonframe ofreference
The same message may be
interpreted differently by the encoder and the
decoder
13-11
Message Interpretation
![Page 28: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/28.jpg)
Push-Pull Strategies
Exhibit 13-6
WholesalerPromotion
Push
WholesalerPromotion
Push
RetailerPromotion
Push
FinalConsumer
Pull
BusinessCustomer
Pull
Pro
mo
tio
n t
oB
us
ine
ss
Cu
sto
me
rsP
rom
otio
n to
Fin
al C
usto
mers
Promotion toChannel Members
Producer’s Promotion BlendPersonal Selling, Sales Promotion, Advertising, Publicity
13-13
![Page 29: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/29.jpg)
Setting the Promotion Budget
Task Method!Task Method!
Uncommitted Resources?Uncommitted Resources?
Per Unit?Per Unit?
Match Competitors?Match Competitors?
Percentage of Sales?Percentage of Sales?
????????????????????????????????????????
13-15
![Page 30: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/30.jpg)
Exhibit 14-1
SalesPromotion
Mass Selling
PersonalSelling
Target Market
PricePricePromotionPromotionPlacePlaceProductProduct
Personal selling
techniques
Compensation and motivation
approach
Selection and training
procedure
Number and kind of
salespersons needed
14-3
Strategy Planning for Personal Selling
![Page 31: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/31.jpg)
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
14-4
Basic Sales Tasks
![Page 32: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/32.jpg)
Basic Sales TasksBasic Sales Tasks
• Order Getting• Establishing Relationships with New
Customers and New Businesses
• Order Taking• Sell to Regular or Established Customers,
Complete Most Transactions, Maintain Relationships
• Supporting• Missionary and Technical Specialists
![Page 33: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/33.jpg)
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
14-4
Basic Sales Tasks
![Page 34: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/34.jpg)
Types of Sales PresentationsTypes of Sales Presentations
• Prepared Sales Presentation• Memorized Presentation for All• Useful for Quick Training, Lower Skill
Levels
• Consultative Selling Approach• Understanding the Customer’s Needs
Before Attempting to Close• Acts as a Consultant to Identify and
Solve the Customer’s Problems
![Page 35: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/35.jpg)
Types of Sales PresentationsTypes of Sales Presentations
• Buying Formula Approach• Starts With Prepared Presentation
Approach• Leads Customer Through Logical Steps• Final Close
![Page 36: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/36.jpg)
Exhibit 14-3
Evaluate needs of established customers
Prospect for new customer
Set effort priorities
Select target customer
Preplan sales call and presentation(s)
Make sales presentation
Close sale
Follow up to establish
Follow up to maintain
Fee
db
ack
14-8
Steps in the Personal Selling Process
![Page 37: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/37.jpg)
QuestionsQuestions
• What Strategy Decisions are Needed in the Personal Selling Area? Why Should the Marketing Manager Be Involved?
![Page 38: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/38.jpg)
Major Accounts
Telemarketing
Sales Territory
Sales Force Size
Large Customers
Quick, Inexpensive
Geographic Area
Work Load
Focus:
Focus:
Focus:
Focus :
14-5
Salesforce Structure
![Page 39: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/39.jpg)
KeyComponents
JobDescription
Level of Compensation
Method ofPayment
Training
14-7
Selecting, Training, and Motivating
![Page 40: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/40.jpg)
Compensating and MotivatingCompensating and Motivating
• Two Basic Decisions• Level of Compensation• Method of Compensation
• Method Of Compensation• Straight Salary• Straight Commission• Combination Plan
![Page 41: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/41.jpg)
14-9
Consultative Selling Approach
Selling FormulaApproach
PreparedApproach
ThreePresentationApproaches
Types of Presentation Approaches
![Page 42: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/42.jpg)
Types of Sales PresentationsTypes of Sales Presentations
• Prepared Sales Presentation• Memorized Presentation for All• Useful for Quick Training, Lower Skill
Levels
• Consultative Selling Approach• Understanding the Customer’s Needs
Before Attempting to Close• Acts as a Consultant to Identify and
Solve the Customer’s Problems
![Page 43: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/43.jpg)
Types of Sales PresentationsTypes of Sales Presentations
• Buying Formula Approach• Starts With Prepared Presentation
Approach• Leads Customer Through Logical Steps• Final Close
![Page 44: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/44.jpg)
Branding
Rejection
Nonrecognition
Recognition
Preference
Insistence
Change Position
Increase Awareness
Continue Education
Maintain Availability
Develop High Brand Equity
Focus:
Focus:
Focus:
Focus :
Focus :
8-6
![Page 45: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/45.jpg)
What Kind of Brand to Use?
Generic
FamilyBrand
IndividualBrand
BrandingChoices
Manufacturer Dealer
??
?
?
? ?
?
8-7
![Page 46: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/46.jpg)
Convenient packages are easier to use, making purchase decisions easier for the customer as well.
8-8
The Strategic Importance of Packaging
![Page 47: BA 590 New Product Development and Sales. PlaceProductPricePromotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical.](https://reader036.fdocuments.net/reader036/viewer/2022062322/56649f2f5503460f94c48af5/html5/thumbnails/47.jpg)
A warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances.
Warranty
8-9
Using Warranties to Improve the Marketing Mix