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The role of marketing in the process of launching a new product

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dc.title The role of marketing in the process of launching a new product en
dc.contributor.author Soukalová, Radomila
dc.relation.ispartof Vision 2025: Education Excellence and Management of Innovations through Sustainable Economic Competitive Advantage
dc.date.issued 2019
dc.citation.spage 9927
dc.citation.epage 9936
dc.event.title 34th International-Business-Information-Management-Association (IBIMA) Conference
dc.event.location Madrid
utb.event.state-en Spain
utb.event.state-cs Španělsko
dc.event.sdate 2019-11-13
dc.event.edate 2019-11-14
dc.type conferenceObject
dc.language.iso en
dc.publisher Int Business Information Management Assoc-Ibima
dc.relation.uri https://ibima.org/accepted-paper/the-role-of-marketing-in-the-process-of-launching-a-new-product/
dc.subject product development en
dc.subject target group identification en
dc.subject marketing research en
dc.subject product launch en
dc.subject composite rebar en
dc.subject testing en
dc.subject consumer adaptation process en
dc.subject communication strategy en
dc.description.abstract The presented case study demonstrates the typical market situation that usually arises when dealing with the launch of a new market. Overall, the study focuses on understanding the importance and role of marketing in the process of developing a new product - composite rebar, including its introduction to the market. The importance of marketing can be monitored from the moment of formulation of the assignment by the contracting authority, i.e. from the phase of designing the strategy. The situation is in part contradictory to the theoretical assumptions that the product itself has already been developed and tested on the market, but is yet without marketing support. The basis of the assignment from the client was to create a proposal for a communication strategy for this product with a simultaneous design of the name, logo and product sheet. The results of the realized marketing research, which aimed to get the basis for the design of the communication strategy, revealed the only significant group on the B2B market, in whose possibilities it is possible to promote the composite rebar on the market. This study highlights the importance of the role of marketing in the process of designing a strategy in launching a composite rebar, but also in the process of adapting consumers / designers, who must learn to use the material, provided transparent conditions are created in the economic / economic environment. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1009968
utb.identifier.obdid 43880707
utb.identifier.wok 000561117204012
utb.source B-wok
dc.date.accessioned 2020-10-23T10:40:56Z
dc.date.available 2020-10-23T10:40:56Z
utb.contributor.internalauthor Soukalová, Radomila
utb.fulltext.affiliation Radomila SOUKALOVÁ Tomas Bata Universtity in Zlin, Czech Republic soukalova@utb.cz
utb.fulltext.dates -
utb.wos.affiliation [Soukalova, Radomila] Tomas Bata Univ Zlin, Zlin, Czech Republic
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