中山大学吴柏林教授研究生课程“营销管理”绝密资料_09.pptVIP

Developing and Managing Products Chapter 10 Version 6e Developing and Managing Products Learning Objectives Learning Objectives (continued) Learning Objective New Product Categories of New Products Learning Objective Successful New-Product Development Process New-Product Development Process Idea Generation Brainstorming Idea Screening Concept Test Business Analysis Development Simultaneous Product Development Test Marketing Choosing a Test Market Alternatives to Test Marketing Single-source research using supermarket scanner data Simulated (laboratory) market testing Commercialization Le