Marketing of a New Product Purpose And Scope
Purpose And
Scope
Technical Purpose
The technical purpose is
to launch a new product by taking into account as many factors as possible.
Completeness is a key technical goal. Related to this the product may have to be
certified and accepted in each country through a government agency. The
technical goal is that this be done as expeditiously as possible.
Business Purpose
The business purpose is that the new product be successful.
However, success is a term relative to specific markets. Therefore, it is
important to identify specific business goals for each country. You can use a
table like the one below. Here the rows are the general goals and the countries
are the columns. The entry is the interpretation and application of the general
goal to the specific country.
Countries
Political Purpose
Most of us think of the business and technical goals, but
there are political goals as well. One is that the firm wants to show that it is
moving to more of an international presence. Another goal is that it is
attempting to build families of related products. Both of these help management
to show progress of the firm to investors.
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