Marketing strategies for introducing new products to the market
I. P. Chupina, d.e.n., professor Uralskogo gosudarstvennogo agrarnogo Universiteta N. N. Simachkova, k.i.n., dotsent Uralskogo gosudarstvennogo agrarnogo Universiteta (Ekaterinburg, Karla Libknehta, 42)In the context of constantly changing customer demands, technologies and competitive environment, the company's survival depends on how successfully it develops and introduces new products to the market. However, even after a new product is on the market, it cannot be left to itself. You need to apply the right marketing strategies to it as it goes through the stages of its life cycle: birth, growth, maturity, and gradual displacement from the market of products that better meet consumer needs. The product is one of the elements of the marketing mix, along with the price, methods of distribution and promotion. Organizations and businesses are increasingly aware of the need to develop new products and services and the benefits associated with them. The firm must be able to create new products. During its existence, any product goes through a life cycle consisting of four stages. The life span of existing products is reduced, and they have to be replaced with new products. However, the new product may fail. The risk associated with innovation is great, but the material benefits associated with it are just as great. Each company should have its own program for developing new products. The company can get new items in two ways. First, by purchasing from the outside, that is, by purchasing an entire company, patent or license for the production of someone else's product. And it can also be, through your own efforts, the creation of a new product in your organization. These are original products, improved versions or modifications of existing products that consumers perceive as new products.
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