chapter  1
New Product Development and Positioning
Pages 20

By the end of this chapter you will be able to: ■ Examine the value and contribution of effective product management ■ Apply the new product development process ■ Assess product positioning and how it is applied

INTRODUCTION Chapters 1 to 4 cover the part of the syllabus which relates to the role of products, the relationship with branding and the infl uence of pricing (product proposition and brand management). These are key tools available to a marketer when developing a product portfolio which meets the ever-changing needs of customers, and at the same time delivers corporate profi tability.