kotler20_im_Marketing management笔记.doc

LEARNING OBJECTIVES After reading this chapter, students should: Know what challenges a company faces in developing new products Know what organizational structures are used to manage new-product development Know what are the main stages in developing new products Know what is the best way to set up the new product development process Know what factors affect the rate of diffusion and consumer adoption of newly launched products CHAPTER SUMMARY Once a company has segmented the market, chosen its target customer groups, identified their needs, and determined its desired market positioning, it is ready to develop and launch appropriate new products. Marketing should participate with other departments in every stage of new-product development. Successful new-product development requires the company to establish an effective organization for managing the development process. Companies can choose to use a product manager, new-product managers, new-product committees, new-product departments, or new-product venture teams. Increasingly, companies are adopting cross-functional teams and developing multiple product concepts. Eight stages are involved in the new-product development process: idea generation, screening, concept development and testing, marketing-strategy development, business analysis, product development, market testing, and commercialization. At each stage, the company must determine whether the ideas should be dropped or moved to the next stage. The consumer-adoption process is the process by which customers learn about new products, try them, and adopt or reject them. Today many marketers are targeting heavy users and early adopters of new products, because both groups can be reached by specific media and tend to be opinion leaders. The consumer-adoption process is influenced by many factors beyond the marketer’s control, including consumers and organizations’ willingness to try new products, personal influences, and the characteristics of the new pro