Chapter 6 – Product Strategy & New Product Development: Creating Offerings

6.1 What Comprises an Offering?

6.2 Types of Consumer Offerings

6.3 Types of Business-to-Business (B2B) Offerings

6.4 Elements of an offering: Branding, Labeling, and Packaging

6.5 Managing the Offering

6.6 The New Offering Development Process

6.7 Managing New Products: The Product Life Cycle

6.8 Discussion Questions and Activities