March 2013
Beginner
174 pages
4h 19m
English
Content preview from Customer-Oriented Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Commit to Continuous Improvement and Innovation
A market-driven organization must focus on continuous improvement and innovation. Companies have no alternatives apart from innovation and improvement. As it is known, organizations operate in global and intense competitive environment. Innovation and improvement are related to “newness” concept.
What does new mean for new product marketing? Newness is classified into four points of view by Kerin, Hartley, and Rudelius.30 These are as follows:
1. newness compared with existing products;
2. newness in legal terms;
3. newness from the organization’s perspective;
4. newness from consumer’s perspective.
The last way to define new products is in terms of their effects on consumption. This approach can ...
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