科特勒营销管白理21.pptVIP

Objectives Challenges in New Product Development (NPD) Organizational Structure NPD Stages Management of NPD Diffusion Adoption of New Products Why New Products Fail “Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction Challenges in NPD Idea Shortage Fragmented Markets Social Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles New Product Development Process Probability of Success Concept Development Testing Product Brand Positioning Conjoint Analysis Consumer-Goods Market Te