scholarly journals Market Researches which Are Conducted for Introduction of New Product on the Market

2020 ◽  
Vol 9 (2) ◽  
pp. 525-531
Author(s):  
Alona Tanasiichuk ◽  
Olha Hromova ◽  
Yulia Holovchuk ◽  
Liudmila Serednytska ◽  
Anna Shevchuk
Keyword(s):  
New Products ◽  
New Product ◽  
Effective Strategy ◽  
Strategy Of Development ◽  
Total Absence ◽  
Traditional Market ◽  
New Goods ◽  
Product Marketing ◽  
Main Thing ◽  
New Product Marketing

At introduction of new product there are many risks which threaten success of goods in the market. To minimize risk, it is necessary to use the correct marketing of a new product, the correct receptions which are capable draw the attention of consumers on just appeared, little-known a product, to make it demanded and it is bought. The main thing, to each business to find the effective strategy of development and advance of a new product. Marketing of a new product differs from traditional market researches. And, first of all, differs in the fact that the assessment of prospects of a new product at stages of its development is carried out in the absence of the market, at total absence of consumers. It creates certain difficulties and increases the probability of mistakes in researches. There are many marketing techniques of advance of new products and services in the modern market. Therefore to businesses and businessmen, for advance of a new product it is necessary to study, first of all, and to effectively use the existing marketing arsenal. Of course, each businessman has to bring the nuances in the experienced methods of marketing. To adapt these receptions for the concrete business, for the marketing of a new product.  Keywords: Market researches, new goods, marketing of new goods, technique of promotion of goods, trial marketing, experiment

Assessing Social Impacts of New Products: An Attempt to Operationalize the Macromarketing Concept

1985 ◽  
Vol 4 (1) ◽  
pp. 166-178 ◽  
Author(s):  
Gregory D. Upah ◽  
Richard E. Wokutch
Keyword(s):  
Decision Rule ◽  
New Products ◽  
Decision Rules ◽  
New Product ◽  
Social Impacts ◽  
Social Audits ◽  
Product Marketing ◽  
New Product Marketing

This paper outlines an approach to operationalizing the macromarketing concept for new product marketing decisions. A decision rule which explicitly assesses the impacts of potential new products on the firm's various publics is proposed. The advantages of this approach over other corporate decision rules and over social audits are discussed.

Innovation and New Product Marketing

1978 ◽  
Vol 42 (1) ◽  
pp. 122
Author(s):  
Jac L. Goldstucker ◽  
David F. Midgley
Keyword(s):  
New Product ◽  
Product Marketing ◽  
New Product Marketing

scholarly journals IMPLEMENTASI KOMUNIKASI PEMASARAN PADA PRODUK HASIL OLAHAN LIMBAH BOTOL PLASTIK DI KOTA MALANG

IQTISHODUNA ◽  
2013 ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
New Product ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Process ◽  
Communication Programs ◽  
Product Marketing ◽  
New Product Marketing ◽  
Descriptive Qualitative

Marketing communication has an important role in new product marketing process to inform dan promote the existing products. This research was focused and aimed to identify the implementation of marketing communication on recycle product from plastic bottles trashes at Malang. The research is descriptive qualitative and data was collected by quesionaire and observation. The result shows that producers of recycle product plastic bottles trashes have already implemented four marketing communication programs consist of advertising, sales promotion, publicity, dan personal selling. However, they have not implement direct marketing yet because lack of human resuorces.

Absorptive capacity, marketing capabilities, and innovation commercialisation in Nigeria

2019 ◽  
Vol 22 (5) ◽  
pp. 790-820 ◽  
Author(s):  
Kehinde Medase ◽  
Laura Barasa
Keyword(s):  
Absorptive Capacity ◽  
New Product ◽  
Organisational Learning ◽  
Innovation Performance ◽  
Formal Training ◽  
Marketing Capabilities ◽  
Content Type ◽  
Marketing Innovation ◽  
Product Marketing ◽  
New Product Marketing

Purpose The purpose of this paper is to investigate how specialised capabilities including absorptive capacity and marketing capabilities influence innovation commercialisation in manufacturing and service firms in Nigeria. The authors hypothesise that absorptive capacity measures including openness and formal training for innovation, and marketing capabilities encompassing new product marketing and marketing innovation are positively associated with innovation performance. Design/methodology/approach The authors examine commercialisation of innovation within the profiting from innovation (PFI) and dynamic capabilities (DC) framework and use data from the 2012 Nigeria Innovation Survey to test the hypothesis by means of a Heckman sample selection model. Findings The authors find that absorptive capacity measures comprising openness and formal training are positively associated with innovation performance. The authors also find that marketing capabilities as indicated by new product marketing and marketing innovation are positively associated with innovation performance. Research limitations/implications The authors acknowledge that firms undergo continuous changes and that there may be the presence of unobserved or unmeasured heterogeneity. Taking into cognisance that Nigeria is a federal state, cultural diversity and economic factors are likely to differ widely between geographical regions. Also, while the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department and marketing department affect innovation commercialisation is likely to provide more meaningful insights. Practical implications The role that inter-organisational learning and intra-organisational learning play in driving innovation performance provide managers with a basis for incorporating absorptive capacity building programs that boost employees’ ability to recognise and apply valuable external knowledge to commercial ends. Similarly, firms may benefit from offering marketing capabilities development programs. Furthermore, innovation policies in Nigeria are generally designed to focus on fostering innovation activities aimed at developing innovative output. Accordingly, government support explicitly targeting new product marketing and marketing innovation is likely to play a vital role in the successful commercialisation of innovation in Nigeria. Originality/value This study fuses the PFI and DC framework to examine why innovating firms may not necessarily succeed. This area of study has received scant attention in sub-Saharan Africa given that extant literature focusses on value creation as opposed to value capture.

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