New Product Manager

Marketing dictionary

New Product Manager

This manager is responsible for identifying new product needs, developing new product concepts, and testing the concepts with groups of consumers before turning to research and development for technical development. If a satisfactory product evolves from research and development, the new product manager arranges for consumer product and package testing; and, if these are successful, prepares market introduction plans. When ready for commercialization the new product usually is assigned to a product manager or category manager. The new product manager reports to the marketing manager or division manager. This position is most likely to be found in consumer packaged goods companies producing low technology products.

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