Understanding our Products

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 4 in Why Marketing to Women Doesn’t Work, 2014, pp 81-96 from Palgrave Macmillan

Abstract: Abstract In the previous chapter, I suggested marketing strategy focuses on strategic decisions the organization makes about the product-market space within which it competes. Therefore, in order to implement a marketing strategy, the organization must first understand its current products and then its current markets (that is, customers) before making any changes. I defined products and markets and briefly introduced Ansoff’s (1957) four growth strategies, which center around products and markets choices (see Figure 3.1). This chapter provides the tools to allow an in-depth analysis of current products; the next chapter examines current customers.

Keywords: Product Family; Current Product; Product Class; Product Portfolio; Functional Coherence (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35817-2_5

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DOI: 10.1057/9781137358172_5

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