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Chapters 6 and 7

Horizontales
The most difficult stage of the new product/service process.
The manner in which customers accept new products/services and the speed of new product/service adoption by various customer groups.
Producing brands for resellers who, in turn, sell the brands under the brand name by the wholesaler or retailer.
The idea/concept comes to life and typically turned into a prototype.
A name, sign, symbol, design, or combination of these elements intended to identify the products or services of one marketer and to differentiate them those of the competition.
The value added by the brand to the product.
Verticales
You market products under your own brand name but also under that of a reseller.
The acceptance and continued use of a new product/service by an individual.
The place the product or service will occupy in the hearts or minds of the customers in relation to your competitors.
Rolling out the new product/service to the market on a full commercial scale.