طراحی و توسعه محصول به زبان ساده

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وسیع فعالیت‌های بازاریابی، از تحقیق و پژوهش در مورد انتخاب، توسعه و مدیریت محصولات آغاز می‌گردد و به‌دنبال آن تصمیم‌گیری‌های لازم در مورد روش‌های توزیع و پخش، تبلیغات و بالاخره هزینه‌یابی و قیمت‌گذاری انجام می‌شود. مدیران بنگاه‌های اقتصادی باید همیشه مترصد دریافت و پردازش اطلاعات از محیط رقابتی باشند و محصولات موجود را بهبود بخشند. در غیر این صورت، فضا و فرصت را برای استفاده رقبا باز و آزاد خواهند گذاشت. در شرایط رقابت فشرده و نزدیکی سهم بازارها، یکی از چالش‌های مهم هر بنگاه اقتصادی، فشار روزافزون مصرف‌کنندگان نهایی و عوامل توزیع برای ارایه محصولات جدید و یا بازنگری و اصلاح و تکمیل و بازسازی محصولات موجود است. همچنین تامین‌کنندگان بالادست نیز برای فروش مواد اولیه جدید خود و یا خدمات نوینی که ارایه خواهند داد، بنگاه اقتصادی را تحت فشار قرار می‌دهند تا در مدیریت محصولات، اعمال تغییر، تنوع و تعمیم هر چه بیشتر بکوشند. نهایت اینکه، در این کتاب سعی شده است در صفحاتی معدود و با زبانی بسیار ساده، الزامات بنگاه‌های اقتصادی در زمینه مدیریت و توسعه محصولات و همچنین توقعات و نیازهای مشتریان بررسی 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