1974-02-01

Marketing of the Sunroof Option: From Product Inception to Final Sale 740173

The technical design and development of a new product is only one step in the long chain of events between the time that an unfulfilled customer need has been identified and a product to fulfill that need is finally sold and serviced. This paper attempts to provide the automotive engineer with an overview of the total procedure for marketing a new product-from product inception to final sale. Specifically, this paper analyzes the evolution of the sunroof option at Chrysler Corp. from the earliest recognition of the need for a product to replace declining convertible sales through to the selection of the advertising theme used to promote the sunroof.

SAE MOBILUS

Subscribers can view annotate, and download all of SAE's content. Learn More »

Access SAE MOBILUS »

Members save up to 43% off list price.
Login to see discount.
Special Offer: With TechSelect, you decide what SAE Technical Papers you need, when you need them, and how much you want to pay.
X