第八讲 新产品开发与产品生命周期战略.pptVIP

* Note to Instructor Discussion Question Name a product at each stage of the PLC. This concept is very new to students. See if they can identify products or product categories that are in each stage of the model. Introduction might include online movie viewing software, growth might include MP3 players, maturity might include bottled water, and decline could include soda (actually in a decline) or videotape players. * * * Note to Instructor Style is a basic and distinctive mode of expression. Fashion is a currently accepted popular style in a given field. * * * Note to Instructor Cars are very mature products so companies are always coming up with new models and features. This is a link to a very funny YouTube ad about a new car product. * Note to Instructor This link is for 1000 Uses of Glad Web site. It is described below, and in the book, as a way to modify the product. In modifying the market, the company tries to increase the consumption of the current product. It may look for new users and new market segments. The manager may also look for ways to increase usage among present customers. The company might also try modifying the product—changing characteristics such as quality, features, style, or packaging to attract new users and to inspire more usage. It can improve the product’s styling and attractiveness. It might improve the product’s quality and performance—its durability, reliability, speed, taste. * * * * * 产品生命周期战略 热潮是因消费者的热性所驱动的大量销售或产品、品牌迅速流行的一个暂时性的阶段 产品生命周期战略 风格 销售 销售 销售 时间 时间 时间 时尚 热潮 产品生命周期战略 销售额增长速度慢 很少或没有利润 分销和促销费用很高 介绍期 产品生命周期战略 销售额开始增长 新的竞争者进入该市场 价格稳定或降价以刺激销量 消费者教育 利润增加 促销和生产成本取得规模经济性 成长期 产品生命周期战略 销售额下滑 大量的供应商 出现替代品 产能过剩导致竞争 促销和研发增加以支持销售额和利润 成熟期 产品生命周期战略 调整市场 调整产品 调整营销组合 成熟期的调整战略 产品生命周期战略 维持 收割 剔除 衰退期 产品生命周期战略 产品生命周期总结 销售额和利润 亏损/投资 产品开发期 介绍期 成长期 成熟期 衰退期 利润 销售额 时间 产品和服务的另外问题 关于产品开发和淘汰、专利、质量和产品安全的公共政策和法规。 产品决策与社会责任 产品和服务的其他问题 确定对哪些国家引入哪些产品和服务 标准化还是定制化 包装和标签 风俗、价值观和法律 产品和服务的国际营销 * Note to Instructor New products are important—to bo