Title: Identify the role of product/service/cause planning in marketing.
Course: Marketing (12164) > Section: Developing Product/Service Planning Skills

Identification should include

- defining customer need
- determining market opportunity
- generating and screening ideas for a product/service/cause
- developing and testing the product/service/cause
- introducing the product/service/cause to consumers
- evaluating consumer acceptance of the product/service/cause
- improving the product/service to meet consumer needs and wants.

Process/Skill Questions:

- What research processes should take place when planning and developing a new/improved product/service/cause?
- What effect do environmental issues or green marketing have on product/service/cause planning?
- How can sales forecasting be used in product/service/cause planning?
- How is the product/service/cause planning of a company affected if the company's major competition creates a new product/service/ cause marketing campaign?
- When should a company prepare an exit strategy for a product/service/cause not doing well in the marketplace?