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competition laws. This is achieved, for example, by binding or
cutting off
suppliers with agreements to deal exclusively with one business partner in certain types of transactions. Therefore, the product’s innovative results can be
kept up
over a certain period of time.
    Other companies, for example, design or build the machines necessary for manufacturing on their own, a process that is capital intensive as well as risk intensive, especially in markets with high flop rates.
    Simultaneously, the introductory phase
marks
the path of the highest market resistance in a product’s life cycle, which generally
is less of a concern
for me-too-products and much more
pronounced
for genuine innovations. Such initial market introduction barriers
need to be prevailed over
.
    This can be achieved with the help of strategic partnerships or distributions channels like e-commerce. Because the Internet
enables
companies
to overcome
traditional barriers in a way like never before possible. The size advantage of a company is playing a much smaller role nowadays.
    A successful market introduction is often accompanied by a general communications concept that is supposed to create demand in the relevant target group. The USP (unique selling proposition) must be carried by the advertising instruments, by public relations and on to the sales force in their talks with customers. The following
is accomplished
: the message can be transported to the “relevant set” of the target audience faster
(“When I think of a specific product result, I buy product x.”) Consequently
, the
utmost
creative staging of the advertising message will certainly award the product more
attention
as well as
desire
and supply the necessary push for a placing in the market. Added rebates or extras
ease
the entry into the market.
    Yet way too often,
measures
of product introduction still end at the
checkout
. Once initial sales are
hauled in
, the so-called “sales aftercare” (an important value creation element!), meaning the customercare in the post-acquisition and usage phase, is still not paid enough attention to. Here too lies great potential to successfully
distinguish oneself from
the competitors. For some manufacturers, these after-sales revenues and the resulting cash flow are essential for
survival
.
    As they say: The first product is sold by the sales representative, the second one by service.
     
Palabras para recordar
to determine: to settle, to decide,
newness: inventiveness, freshness, innovation, originality, novelty
genuine: indisputable, true, actual, legitimate, real, valid
instead of: as an alternative to, as a substitute for, as a replacement for
to gain: to achieve, to attain, to reach
to decrease: to diminish, to decline, to dwindle, to shrink, to fall, to lessen
to undercut: to undersell, to beat, to charge less than, to underbid, to best
to ward off: to fend off, to beat off, to stave off, to avert, to rule out, to repel, to repulse, to keep at bay, to fight off
to cut off: to break off, to disconnect, to suspend, to discontinue, to intercept
to keep up: to maintain, to sustain, to preserve, to uphold, to retain
to mark: to indicate, to point to, to show
to be less of a concern: to be not as much a cause of worry or unease
pronounced: apparent, distinct, evident
need to be prevailed over: must be surmounted, overcome, or conquered
to enable: to allow, to entitle, to empower, to make it possible for, to permit
to overcome: to conquer, to surmount, to rise above, to prevail over
is accomplished: is achieved, pulled off, realised, or brought about
consequently: as a result, so, therefore, hence, subsequently
utmost: greatest, highest, maximum
attention: awareness, consideration, notice, regard, recognition, heed
desire: want, longing, craving, yearning
to ease: to simplify, to facilitate, to expedite, to clear the way for, to help
measures: actions, courses of action, proceedings, steps, means
checkout: cash point, cash register
to haul in: to