Page 356 - Foundations of Marketing

Developing and Managing Goods and Services | Chapter 11 323

delete the product and who was involved in the decision. 7. Develop your analytical and communication skills
Ask the manager to identify any products that should be using the Role-Play Exercises online at
but have not been deleted, and try to ascertain the reason. www.cengagebrain.com .

Internet Exercise

Merck

Merck, a leading global pharmaceutical company, devel- 1. What products has Merck developed and introduced
ops, manufactures, and markets a broad range of health- recently?
care products. In addition, the firm’s Merck-Medco 2. What role does research play in Merck’s success? How
Managed Care Division manages pharmacy benefits for does research facilitate new-product development at
more than 40 million Americans. The company has estab- Merck?
lished a website to serve as an educational and informa- 3. Find Merck’s mission statement. Is Merck’s focus
tional resource for Internet users around the world. Visit on research consistent with the firm’s mission and
Merck at www.merck.com. values?

A company’s marketing strategy may be revised to 2. If the product is an extension of one in your current
include new products as it considers its SWOT analysis product mix, determine the type(s) of modifications that
and the impact of environmental factors on its product will be performed.
mix. When developing a marketing plan, the company 3. Using Figure 11.1 as a guide, discuss how your product
must decide whether new products are to be added to idea would move through the stages of new-product
the product mix, or if existing ones should be modi- development. Examine the idea using the tests and anal-
fied. The information in this chapter will assist you in yses included in the new-product development process.
the creation of your marketing plan as you consider the 4. Discuss how the management of this product will fit into
following: your current organizational structure.
1. Identify whether your product will be the modification The information obtained from these questions should assist
of an existing one in your product mix, or the develop- you in developing various aspects of your marketing plan.
ment of a new product. Develop your marketing plan online using the Interactive
Marketing Plan at www.cengagebrain.com.

Do AXE Products Make Men More Desirable?

Whether you love them or hate them, the AXE commercials period, AXE products have revolutionized the male grooming
leave an indelible impression. The AXE brand, owned by market. AXE is the number-one male grooming brand in both
Unilever, is meant to exude masculinity. First released under the United States and Canada.
the Lynx brand name in France in 1983, AXE products did The company features provocative advertisements of
not hit American shelves until 2002. However, in a short time women falling over men who wear the AXE body spray.

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