introducing new market offerings aka npd 20. copyright © 2009 pearson education, inc. publishing as...
TRANSCRIPT
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 20-2
Chapter Questions
• What challenges does a company face in developing new products and services?
• What organizational structures and processes do managers use to manage new-product development?
• What are the main stages in developing new products and services?
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Chapter Questions (cont.)
• What is the best way to manage the new-product development process?
• What factors affect the rate of diffusion and consumer adoption of newly launched products and services?
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Categories of New Products
New-to-the-world
Cost reductions
New product lines
Additions
Improvements
Repositionings
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Factors That Limit New Product Development
• Shortage of ideas
• Fragmented markets
• Social and governmental constraints
• Cost of development
• Capital shortages
• Faster required development time
• Shorter product life cycles
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Table 20.4 Finding One Successful New Product
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Idea Generation: Creativity Techniques
• Attribute listing• Forced relationships• Morphological
analysis• Reverse assumption
analysis• New contexts• Mind mapping
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Lateral Mapping
• Gas stations + food• Cafeteria + Internet• Cereal + snacking• Candy + toy• Audio + portable
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Table 20.5 Product-Idea Rating Device
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Concepts in Concept Development
• Product idea
• Product concept
• Category concept
• Brand concept
• Concept testing
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Concept Testing
• Communicability and believability
• Need level
• Gap level
• Perceived value
• Purchase intention
• User targets, purchase occasions, purchasing frequency
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Figure 20.6 Utility Functions Based on Conjoint Analysis
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Marketing Strategy
• Target market’s size, structure, and behavior
• Planned price, distribution, and promotion for year one
• Long-run sales and profit goals and marketing-mix strategy over time
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Figure 20.7 Product Life Cycle Sales for Three Product Types
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Test Market Decisions
• How many test cities?
• Which cities?
• Length of test?
• What information to collect?
• What action to take?
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Criteria for Choosing Rollout Markets
• Market potential
• Company’s local reputation
• Cost of filling pipeline
• Cost of communication media
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Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
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Figure 20.6 Adopter Categorisation