HBR 20-Minute Manager Boxed Set (10 Books) (HBR 20-Minute Manager Series)

Bringing Your Product to Market

83

margin. Bear in mind that you may be able to

adjust pricing to the needs of individual mar-

ket segments or match high prices with unique

service features.

• Place (distribution): How will your product be

transported to the end user? What distribution

channels will you use? How will you merchan-

dise your product—in what kind of retail stores

or locations? These decisions depend on the

type of product, the costs of distribution, and

customers’ needs or demands.

• Promotion: How will you communicate with

consumers and make them aware of your prod-

uct? Depending on your available resources

and your target audience, you’ll need to se-

lect the right mix of approaches. Will you use

word of mouth? (Satisfi ed customers ...