Case Application: Rolling Rock Finds Its Niche
51
External Factors that Affect Planning
103
References
52
External Surprises
104
Competitors
104
ix
X
CONTENTS
LegallEthicaJ Factors
106
Product Planning and Strategy Formulation
159
EconomiclPolitical Issues
110
The Determination of Product Objectives
159
Technology
113
The Product Plan
160
Social Trends
115
Product Strategies
161
Forecasts of the Future
120
Strategies for Developing New Products
168
Summary
123
Step I: Generating New Product Ideas
173
Marketer's Vocabulary
123
Step 2: Screening Product Development Ideas
175
Discussion Questions
123
Step 3: Business Analysis
176
Project
124
Step 4: Technical and Marketing Development
178
Case Application
124
Step 5: Manufacturing Planning
178
References
125
Step 6: Marketing Planning
178
Step 7: Test Marketing
178