市场营销英文版 十一教学 讲义.pptVIP

?2000 Prentice Hall Challenges in NPD Idea Shortage Fragmented Markets Social Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles New Product Development Process Idea Generation Concept Development and Testing Marketing Strategy Development Idea Screening Business Analysis Product Development Market Testing Commercialization Probability of Success Probability of technical completion Overall probability of success = Probability of commercialization given technical completion X Probability of economic success given commercialization X Concept Development