Kotler20_basicMarketing management课件.ppt

MARKETING MANAGEMENT12th edition Chapter Questions What challenges does a company face in developing new products? What organizational structures are used to manage new-product development? What are the main stages in developing new products? What is the best way to set up the new-product development process? What factors affect the rate of diffusion and consumer adoption of newly launched products? Categories of New Products New-to-the-world New product lines Additions to product lines Improvements to products Repositionings Cost reductions Factors That Limit New Product Development Shortage of ideas Fragmented markets Social and governmental constraints Cost of development Capital shortages Faster required development time Shorter product life cycles Venture Team Criteria for Staffing Venture Teams Desired team leadership style Desired level of leader expertise Team member skills and expertise Level of interest in concept Potential for personal reward Diversity of team members Idea Generation: Creativity Techniques Attribute listing Forced relationships Morphological analysis Reverse assumption analysis New contexts Mind mapping Variations on Failure Absolute product failure Partial product failure Relative product failure Concepts in Concept Development Product idea Product concept Category concept Brand concept Concept testing Concept Testing Communicability and believability Need level Gap level Perceived value Purchase intention User targets, purchase occasions, purchasing frequency Marketing Strategy Target market’s size, structure, and behavior Planned price, distribution, and promotion for Year 1 Long-run sales and profit goals and marketing-mix strategy over time Product Development Quality function deployment (QFD) Customer attributes Engineering attributes Prototype Testing Alpha testing Best testing Rank-order method Paired-comparison method Monadic-rating method Market testing Consumer Goods Market Testing Sales-Wave Research Simulated Test Market