10新产品销售和产品生命周期战略.pptVIP

New-Product Development and Product Life-Cycle Strategies Chapter 10 Objectives Understand how companies find and develop new-product ideas. Learn the steps in the new-product development process. Know the stages of the product life cycle. Understand how marketing strategies change during the product’s life cycle. Case Study $50 billion in profits over 27 years Early new-product development relied heavily on copying the competition $4.2 billion annually invested in R D Innovation is critical to Microsoft’s future success Much of R D efforts are Internet related Many new products and services are in development Definition New Product Development Development of original products, product improvements, product modifications, and new brands through the firm’s own R D efforts. New Product Development Strategy New products can be obtained via acquisition or development. New products suffer from high failure rates. Several reasons account for failure. New Product Development Strategy New Product Development Process: Stage 1: Idea Generation Internal idea sources: R D External idea sources: Customers, competitors, distributors, suppliers New Product Development Strategy New Product Development Process: Stage 2: Idea Screening Product development costs increase  substantially in later stages. Ideas are evaluated against criteria; most are eliminated. New Product Development Strategy New Product Development Process: Stage 3: Concept Development and Testing Product concepts provide detailed  versions of new product ideas. Concept tests ask target consumers to  evaluate product concepts. New Product Development Strategy New Product Development Process: Stage 4: Marketing Strategy Development Strategy statements describe: The target market, product positioning, and sales, share, and profit goals for the first few years. Product price, distribution, and marketing budget for the first year. Long-run sales and profit goals and the marketing mix strategy. New