市场营销英文文献 （适用于毕业论文外文翻译+中英文对照）.docx

Innovation Isa Good Way to Maintain Market Presence The Jumbo-Koter venture isa good example of the development ofa essful new product by solving a consumer problem. The Wooster pany identified the difficulty that painters were having because their minirollers were sticking after a few uses. The new Jumbo-Koter mini-rollers solved that problem by using a smooth-turning cage frame. Wooster Brush further improved these mini-rollers by using high-quality fabrics from its highly essful nine-inch rollers. Finally, bynot extending fabric over the end of the new mini-rollers, Jumbo-Koter enabled the painter to get into tighter spaces than with traditional mini-rollers. This also prevented paint from spinning off onto another surface. One lesson tobe learned from the Jumbo-Koter program is that innovationis a good way for pany to maintain its presence in the marketplace. The Wooster pany has made a notable effort to continue to innovate, developing truly beneficial products ina very stodgy, old-fashioned business for many years. The Jumbo-Koter product line isa good example of this. This continuous innovation has enabled pany pete essfully without participating in industry price wars. At the time of this writing, the Wooster pany was in the process of developing additional new products to meet the paint application needs of its customers. Summary Marketing Plan for: Wooster Jumbo-Koter