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(Innovation (Fostering this culture in organization (concept generation,…

- - - - Product
        
        New product
        
        Process
        
        By Crawford
        
        Opportunity identification and selection
        
        Concept generation
        
        Concept/project evaluation
        
        Development
        
        Launch
        
        By Kotler and Armstrong (2016) and Dibb
        
        planning
        
        Idea generation
        
        Idea screening
        
        Concept testing
        
        Market/business analysis
        
        Product development
        
        Test marketing
        
        Commercialisation
        
        Type
        
        Incremental enhancement
        
        New generation products
        
        Breakthrough ideas
      - Place
        
        Distribution channels
        
        risk taking
        
        negotiation
        
        contact
        
        information
        
        promotion
        
        matching
        
        financing
      - Promotion
        
        Advertising
        
        Personal selling
        
        Direct marketing
        
        Digital marketing
        
        Sales promotion
        
        Sponsorship
        
        Public relations
      - Price
        
        Product mix pricing
        
        By-product pricing
        
        Captive-product pricing
        
        Product line pricing
        
        Optional-product pricing
        
        Product bundle pricing
        
        Type of pricing
        
        cost-based pricing
        
        competitor-based pricing
        
        comparing against competitors
        
        Demand pricing
        
        Good-value pricing
        
        Value-added pricing
        
        Psychological-based pricing
      - People
      - Process
      - Physical evidence
    - - Organisation’s mission, vision and values
      - Analysis of the market
      - Strategy selection
      - Formulation of the offering
      - Implementation, monitoring and evaluation
    - - Segmentation - Categorize potential costumers and group them by similar characteristics
      - Targeting - means that offering is focused on specific segment of costumer
      - positioning - Position the offer to attract specific segment
    - - Manage processes that allow create value to costumers in order to provide their satisfaction.