产品生命周期的管理与新产品开发战略.doc

营销管理 [美]菲利普?科特勒著第十一版 上海经济出版社 第五章：产品生命周期的管理与新产品开发战略 教学目的： 本章的目的是通过对产品生命周期和新产品开发战略的学习，读完本章之后，你应该能够：解释在产品生命周期中市场营销战略如何变化；解释企业如何找到并开发新产品构思；描述产品生命周期阶段；解释在产品设概念命周期中市场营销战略如何变化。 教学重点： 本章的重点在于掌握在产品周期的不同阶段，企业因该采取的营销战略，以及在开发新产品的过程中，企业应该采取什么样的策略。 教学难点： 由于在实际中，产品的周期并不明显，难以区分产品处在哪个阶段，所以本章的难点在于如何通过实际的案例来具体分析企业在产品的不同周期所应采取的战略。 教学时数：6（讲授、案例） 教学内容与步骤： Chapter 5 Product Life－cycle and Developing New Product StratLecture One: Differentiation and Product Life－cycle Strategy Differentiating? In the classic text “Marketing Management”, Philip稫otler points out that the core of the tmodern marketing is described as STP, which are segmenting (S), targeting (T) and positioning (P). Dividing a market into distinct groups of buyers with different needs, characteristics or behavior might require separate. The main task of market segment is to determine the segmental variables and the segmental markets, while the market target is to evaluate each market segment’s attractiveness and select one or more segments to enter. Finally, according to market segment and market target, the company should position its product in the market, and determining the possible positioning concepts, selecting, developing and commutating one of them. The task of positioning is to deliver a central idea about a company or an offering to the target market. Positioning simplifies what we think of the entity. Differentiation goes beyond positioning to spin a complex web of differences characterizing that entity. The final role of STP plays the effect on the product differentiating. We define differentiation as the process of adding a set of meaningful and valued differences to distinguish the companys offering from competitors offerings. All products can be differentiated to some extent, but not all brand differences are meaningful or worthwhile. A difference will be stronger to the extent that it satisfies the following criteria: ● Important: The difference delivers a highly valued benefit to a sufficient number of buye