Managing the Product. Steps in Managing Products. Criteria for Effective Objectives. Measurable Clear Unambiguous Time-framed – Consistent with long-term profitability of organization. Product Strategies.
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Easy to say marketing objectives and marketing mix actions
Easy to spell
Easy to read
Easy to remember
Fit the target market
Fit the product’s benefits
Fit the customer’s culture
Fit legal requirementsGood Brand Names