《市场营销专业英语教程》教学课件第7章New Product Planning and Development.ppt

* 1. Quality Level 3. Some Important New Product Decisions Figure7.3 Some Criteria for Determining Perceptions of Qualify * 1. Quality Level A warranty is the producer’s statement of what it will do to compensate the buyer if the product is defective or does not work properly. A guarantee is an assurance that the product is as represented and will perform properly. 3. Some Important New Product Decisions * 2. Product Features A product feature is a fact or particular specification about a product . Effective marketers attempt not only to ask potential customers what they want, but to learn what these customers are likely to need. 3. Some Important New Product Decisions * 3. Product Design A warranty is the producer’s statement of what it will do to compensate the buyer if the product is defective or does not work properly. A guarantee is an assurance that the product is as represented and will perform properly. 3. Some Important New Product Decisions * 3. Product Design Many well-designed products are easy to use as intended and pleasing to the senses. If employees from engineering, marketing, and manufacturing work together on what the product will look like and how it will operate, they are more likely to create a design that is easy and economical to make as well as use. 3. Some Important New Product Decisions * 4. Product Safety Clearly, new products must have a reasonable level of safety. Safety is both an ethical and practical issue. 3. Some Important New Product Decisions * 1. No competitive point of difference, unexpected reactions from competitors, or both. ?2. Poor positioning. ?3. Poor quality of product. ?4. Nondelivery of promised benefits of product. ?5. Too little marketing support. ? 4. Causes of New Product Failure * ?6. Poor perceived price/quality (value) relationship. ?7. Faulty estimates of market potential and other marketing research mistakes. ?8. Faulty estimates of production and marketing costs. ?9. Improper cha