Marketing Plans, 8th Edition

Chapter 5 THE CUSTOMER AND MARKET AUDIT PART 3: THE PRODUCT AUDIT

SUMMARY

1. What we sell to the segments identified in Chapter 3
2. What a ‘product’ is – throughout the chapter the word ‘product’ is used, but the guidelines provided apply equally to services
3. What a brand is
4. What the difference is between a successful and an unsuccessful brand
5. Key diagnostic tools, specifically
   1. – lifecycle analysis
   2. – the Boston Matrix
   3. – the directional policy matrix
6. The growing importance of category management
7. Examples of all these tools in practice are provided in the form of mini case histories
8. Exercises to turn the theory into actionable propositions

INTRODUCTION

It will be recalled that, ...