Definition of Product PlanningRoles of Product PlanningProduct, Service, or BothWhat Is a Product?Defining Product by the Nature of InnovationDefining Product by the Nature of Market DemandDefining Product by the Company’s Internal PerspectiveDefining What Is Meant by “New Product”The Growing Emphasis on Innovation and Product PlanningWhy Are Innovation and Product Planning Difficult?Discussion QuestionsCase Discussion for Chapter 1References