确定消费者真正想要的新产品（Identify new products that consumers really want）.docVIP

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确定消费者真正想要的新产品（Identify new products that consumers really want）.doc

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确定消费者真正想要的新产品（Identify new products that consumers really want）

确定消费者真正想要的新产品（Identify new products that consumers really want） Elusive goal: identify new products that consumers really want It took Jin Baotang five years to develop a new product called instant soup. The soup is creative you can enjoy it, as the promoters said change consumer perceptions of soup. SONY electronics aims to develop a first generation Walkman that is smaller than the current size. In the course of the development, the engineer placed a sample in the water and watched the bubbles rise in the cup (indicating that there was still no room available) and said, did you see that? And space can be compressed! At Merck, researchers spent nearly 20 years developing and launching the Singulair - an asthma drug that was eventually promoted by a Nobel prize study. In Coca-Cola, no matter what year, there may be 20 to 30 new products on the assembly line. In order to keep the competitive advantage, market executives must be prepared to complete a leapfrog product. Executives Jin Baotang, SONY, Merck and Coca-Cola in the fall by the marketing professor Robert? Meyer (Robert Meyer) hosted Walton marketing seminar. The theme of the conference is new product marketing: Tomorrow World - future consumers.. The guests have Coca-Cola North America American retail department president and chief marketing officer Javier Benito? (Javier E. Benito), Campbell Soup Company drink soup and convenient business senior brand manager Tracy? Brelaz (Tracy S. Brala), SONY Electronics America market research and strategy director Chris Gabler (Chris Gaebler?) and the Merck vaccine department is responsible for the HPV and new products in the franchise business and vice president in charge of marketing Beverly Li Bulan (Beverly Lybrand)?. The participants discussed issues such as the future of consumer products, the need to constantly predict consumer demand, and how to promote the challenges of new products in an increasingly competitive environment. Meyer likened their marketing chall