销售如何管理有利润的客户关系英文版.pptx

New-Product Development and Product Life-Cycle Strategies;Objectives;$50 billion in profits over 27 years Early new-product development relied heavily on copying the competition $4.2 billion annually invested in R D;Definition;New products can be obtained via acquisition or development. New products suffer from high failure rates. Several reasons account for failure.;New Product Development Process: Stage 1: Idea Generation Internal idea sources: R D External idea sources: Customers, competitors, distributors, suppliers;New Product Development Process: Stage 2: Idea Screening Product development costs increase  substantially in later stages. Ideas are evaluated against criteria; most are eliminated.;New Product Development Process: Stage 3: Concept Development and Testing Product concepts provide detailed  versions of new product ideas. Concept tests ask target consumers to  evaluate product concepts.;New Product Development Process: Stage 4: Marketing Strategy Development Strategy statements describe: The target market, product positioning, and sales, share, and profit goals for the first few years. Product price, distribution, and marketing budget for the first year. Long-run sales and profit goals and the marketing mix strategy.;New Product Development Process: Stage 5: Business Analysis Sales, cost, and profit projections Stage 6: Product Development Prototype development and testing;New Product Development Process: Stage 7: Test Marketing Standard test markets Controlled test markets Simulated test markets Stage 8: Commercialization ;The Typical Product Life Cycle (PLC) Has Five Stages Product Development, Introduction, Growth, Maturity, Decline Not all products follow this cycle: Fads Styles Fashions;The product life cycle concept can be applied to a: Product class (soft drinks) Product form (diet colas) Brand (Diet Dr. Pepper) Using the PLC to forecast brand performance or to develop marketing strategies is problematic;Product Li