产品(市场营销学).ppt

* screening new–product ideas in order to spot good ideas and drop poor ones as soon as possible. Idea manager Idea committee Three kinds of ideas - Promising ideas； - Marginal ideas； - Rejects 2. Idea Screening * Two types of errors in screening ideas DROP-error(误舍错误) -company dismisses an otherwise good idea. e.g. PC in Japan GO-error（误用错误） -company permits a poor idea to move into development. * 3.Concept Development and Testing A Product Idea is a possible product the company might offer to the market A Product Concept is an elaborated version of the idea expressed in meaningful consumer terms * Concept Development Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One * Concept testing --- involves presenting the product concept to appropriate target consumers and getting their reactions. Customer preferences can be measured through conjoint analysis * 4. Marketing Strategy development There are three parts 1. describes target market - size,structure , behavior, product positioning and market objectives; 2. outlines the planned - price,distribution strategy , marketing budget for the first year; 3. describes the long-run - sales , profit goals , marketing-mix strategy * 5. Business Analysis Performing sales, cost, and profit projections on the proposed product to determine whether these satisfy company objectives Estimating total sales - sum of three different types of sales (first-time, replacement, and repeat) must yield a satisfactory profit Estimating costs and profits - break-even analysis and risk analysis * 6. Product Development Represents a substantial jump in investment Determine feasibility Quality function deployment(QFD)质量功能展开 List desired customer attributes (CAs) Turn them into a list of engineering attributes (EAs) Improve communication between marketers, engine