Abstract:

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the development of a marketing strategy for a new product. The elaboration of product profile and marketing objectives, the actual product development and the eventual improvements and repositioning of the product during its active life all require that decisions be made that are coherent with the product's real characteristics, its image and its clientele. One's product can rarely be the best in every respect, and it is even less likely to be perceived as being so, or to succeed equally well among all segments of the given market population.