Editing Commercialization (section)

== Issues ==
Proposed commercialization of a product can raise the following questions:

# When to launch: Factors such as potential cannibalization of the sales of a vendor's other products, any requirement for further improvement of the proposed new product, or unfavorable [[economy|market conditions]] may operate to delay a product launch.
# Where to launch: A potential vendor can start marketing in a single location, in one or several [[marketing region | region]]s, or in a [[national market | national]] or [[international market]]. Existing resources (in terms of capital, and operational capacities) and the degree of managerial confidence may strongly influence the proposed launch-mode. Smaller vendors usually launch in attractive cities or regions, while larger [[company | companies]] may enter a national market at once.{{citation needed|date=October 2013}}<br />Global roll-outs generally remain the preserve of multinational conglomerates, since they have the necessary size and make use of international distribution systems (e.g., [[Unilever]], [[Procter & Gamble]]). Other multinationals may use a [[lead country|"lead-country"]] strategy: introducing the new product in one country/region at a time (e.g. [[Colgate-Palmolive]]).{{citation needed|date=October 2013}}
# Whom to target: [[market research|Research-]] and [[test marketing | test-marketing]] may identify a [[primary consumer group]]. The ideal primary consumer group should consist of [[innovators]], [[early adopter]]s, heavy users and/or [[Opinion leadership|opinion leader]]s. This will encourage adoption by other buyers in the market during the [[product growth|product-growth]] period.{{citation needed|date=October 2013}}
# How to launch: Prospective vendors should decide on an [[action plan]]{{cn|date=November 2016}} for introducing a proposed product - a plan shaped by addressing the questions above. The vendor has to develop a viable [[marketing mix|marketing-mix]]{{citation needed|date=October 2013}} and to structure a corresponding marketing-[[budget]].