Marketing Ch.8

Process to spot good ideas and drop poor ones.

Detailed version of the idea stated in meaningful consumer terms.

Involves a review of the sales, costs, and profit projections to assess fit with company objectives.

•Product and program introduced in more realistic market setting.

• Is a basic and distinctive mode of expression (e.g., formal clothing, Danish modern
• furniture)

Is a popular style in a given field (e.g., business casual)

• Is a fashion that enters quickly, is adopted quickly, and declines fast (e.g., pet
• rocks)