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Question: Text: Marketing Management, 15th edition, by Phillip Kotler and Kevin Lane Keller, Pearson, 2016. ISBN 978-0-13-385646-0
Topic Essays: 2-page written paper (12-point font, double spaced).
1. Chapter 15: Introducing New Product Offerings (1st paper)
Think about the last new product you bought.
a. Identify what challenges you think the developing company faced in marketing this product.
b. How do you think its success (rate of diffusion) will be affected by the five characteristics of an innovation: relative advantage, compatibility, complexity, divisibility, and communicability?
Your Vice President of Beverage Marketing has asked you to prepare a marketing plan to launch this new brand in the U.S. market. She has asked you to conduct.
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Research results were presented showing that sales volume is about 14.6 times more responsive, on average, to changes in price than to changes in advertising.
From the scenario, evaluate the capacity of the most common distribution channels available for the new product launch to provide consumers with easier access to the product. Speculate on the extent to which Golds Reling, Inc. could use each chann..
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