Managing sports products
After completing this chapter, you should be able to:
• Describe the characteristics of new products from an organizational and consumer perspective.
• Explain the various stages of the new product development process.
• Discuss the phases of the product life cycle and explain how the product life cycle influences marketing strategy.
• Determine the factors that will lead to new product success.
• Discuss the diffusion of innovations and the various types of adopters.
The article on Nike Fuel Bands provides an interesting illustration of a new sports product that is taking off in the North American market. There is obviously nothing new about fitness, or even wristbands, but when combined they ...
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