[经管营销]armstrong08_media.ppt

New-Product Development and Product Life-Cycle Strategies ROAD MAP: Previewing the Concepts Explain how companies find and develop new-product ideas. List and define the steps in the new-product development process. Describe the stages of the product life cycle. Describe how marketing strategies change during the product’s life cycle. New-Product Development Strategy New-Product Failures Only 10% of new products are still on the market and profitable after 3 years. Failure rate for industrial products is as high as 30%. Why? Overestimation of market size Design problems Incorrectly positioned, priced, or advertised Pushed despite poor marketing research findings Development costs Competition Major Stages in New-Product Development Idea Generation Idea Generation Idea Screening Process to spot good ideas and drop poor ones. Develop system to estimate: market size, product price, development time and costs, manufacturing costs, and rate of return. Evaluate these findings against set of company criteria for new products. Concept Development and Testing Product Idea: idea for a possible product that the company can see itself offering. Product Concept: detailed version of the idea stated in meaningful consumer terms. Product Image: the way consumers perceive an actual or potential product. DiamlerChrysler’s Fuel-Cell-Powered Electric Car The company’s task is to develop its fuel-cell-powered electric car into alternative product concepts, find out how attractive each is to customers, and choose the best one. Interactive Student Assignment Choose a partner and cast yourself back in time. Try to figure out how you might convert the idea of a personal computer into a concept that could be tested. Marketing Strategy Development Business Analysis Involves a review of the sales, costs, and profit projections to assess fit with company objectives. If yes, move to the product development phase. Product Development Develop concept into physical product Calls for large jump