Testmarketing测试营销.PPTVIP

CHAPTER 8 Managing Sports product CHAPTER OBJECTIVES Describe the characteristics of new products from an organizational and consumer perspective Explain the various stages of the new product development process Discuss the phases of the product life cycle and explain how the product life cycle influences marketing strategy Determine the factors that will lead to new product success Discuss the diffusion of innovations and the various types of adopters Clearly, the list of innovation in sports is extensive and appears to be increasing at a rapid rate. This would suggest that spectators are seeking new and better entertainment and participants are seeking new and better challenges. __Higgins and Martin 很明显体育创新的例子是广泛的，而且似乎在以一个飞快的速度增长。这就暗示了观众在寻求新的和更好的娱乐形式，参与者在追求新的和更大的挑战。 Why innovation is so important for sports organization? New sports products Regardless of how you define “new products”, they are critical to the health of any sports organization for two reasons. First, new products are necessary to keep up with changing consumer trends, lifestyles, and tastes. Second, as unsuccessful sports products are dropped from the product mix, new products must be introduced continually to maintain business and long-term growth. Types of new products Newness from the organization’s perspective（从组织的观点看新产品） New-to-the-world product（极新产品） New product category entries（新产品类别条目） Product line extensions（产品线的扩展） Product improvements（产品改进） Repositionings（重新定位） ` Newness from the customer’s perspective（从消费者的观点看新产品） Discontinuous innovations（间断创新） Dynamically continuous innovation（动态连续创新） Continuous innovation（连续创新） The new product development process（新产品的开发过程） Many new sports products are conceived without much planning, or happen as a result of chance. For instance, the sport of polo（马球）was created by British Cavalry（骑兵）officers in India who wanted to show off their horsemanship in a more creative way than the parade ground（阅兵场） allowed them