市场营销谨慎学泰斗菲利普科特勒的营销管理第十一版.pptVIP

Chapter 12Developing New Market Offeringsby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing Who should ultimately design the product? The customer, of course. Chapter Objectives In this chapter, we focus on the following questions: What challenges does a company face in developing new products? What organizational structures are used to manage new-product development? What are the main stages in developing new products, and how can they be managed better? What factors affect the rate of diffusion and consumer adoption of newly launched products? Developin