Module $9$: Product Management

$-$ According to research by Robert G$.$ Cooper, what separates new product winners from losers?

$-$ According to Kotler et al$.,$ what are the attributes that can be used to differentiate a product?

$-$ What is meant by design thinking? What are the three phases?

$-$ What is a product line? Be able to identify width, length, depth and consistency of a product portfolio.

$-$ What is meant by line stretching? Be able to identify down$-$market, up$-$market and two$-$way stretch.

$-$ What is line filling?

$-$ What factors are driving the growing use of packaging as a marketing tool?

$-$ Be able to identify the six main approached to managing innovation.

$-$ Be able to identify the stages of the stage$-$gate model according to Kotler et al$.($Figure $18\mathrm{.}1).$

$-$ Be able to identify what happens in each stage. For example, at what stage would a prototype be created $($and what is the difference between alpha and beta testing?$)?$ At what stage would a target market, value proposition and market offering identification occur?

$-$ What is conjoint analysis and how can it help with new product development?

$-$ Referring to Everett Roger's Adoption of Innovations model $($marketing insight$),$ what are the characteristics of the five categories of customers?