Ugrás a tartalomhoz

Local resources and product path management

Ruszkai Csaba

Eszterházy Károly College Faculty of Natural Sciences



The introduction of new products to the market is a complex and difficult task. After the customer needs assessment, the businesses may decide whether it is worth entering the market or not. If launching a new product is profitable for the management, it allows you to start developing the product. As a result of the innovation process, customer needs been identified and satisfied. Innovation not only includes product development, but also in organization and marketing tasks. Everett Rogers was the one who made researches on individual differences between types of consumers in the adoption of innovations and how they affect sales. Business activities helped by the marketing of new products and management of services, ranging from the selection of the target market to the product introduction. In rural areas, the marketing has fundamental importance , which strongly determine the attitude of consumers to products from the region. The steps of the market introduction of new products: selecting a target market, product positioning, pricing strategy and marketing communication. Marketing manages the entire process, beginning from the ideas of selection to the market processes coordination.