MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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V. GENERATION OF ALTERNATIVE MARKETING PLANS
B. 1. Product Development and Management
The purpose of this section is to propose changes to the product mix of the organization which might be instrumental to accomplishing the organizations goals.
This section could be a primary area for generating alternatives for your plan, or it might be simply an area that needs to be adjusted because of changes proposed in other sections.
This section could deal with existing or newly proposed products for the organization, it could deal with repositioning strategies for current products or it might deal with an emphasis on research and development to create a future stream of new products.
The organization's product might be a store, a person, an idea, an actual product, or whatever the core benefit is that the organization makes available.