CHAPTER 7. DEVELOPMENT THROUGH THE PRODUCTION OF NEW PRODUCTS ................................................. ………….
139 7.1. Innovation risk assessment ........................................................
139
7.2. Production process and analysis of factors for news of success. 145
7.3. Quality strategy .......................................................................... 151
Questions for control and discussion.......................................... 155
CHAPTER 8. STRATEGIC DECISION ON DISTRIBUTION CHANNELS…………………………………………………..
156 8.1. The economic role of sales channels .......................................... 156
8.2. Vertical structure of the sales channel ....................................... 158
8.3. strategy for market coverage ..................................................... 162
8.4. Interactive or direct marketing ................................................... 169
Questions for control and discussion.......................................... 171
CHAPTER 9. STRATEGIC DECISIONS ON PRICING ............................ 172 9.1. The role of price in marketing strategies ................................... 172
9.2. Formation of prices in terms of costs, demand, competition ..... 175
9.3. Pricing strategies for new products ............................................ 179
Questions for control and discussion.......................................... 181
CHAPTER 10. STRATEGIC DECISIONS ON COMMUNICATION ....... 182 10.1. The role of communication in marketing ................................... 182
10.2. Personal communication ............................................................ 186
10.3. Process of advertising communication ...................................... 188
Questions for control and discussion.......................................... 192
