新产品开发与管理.ppt

Procedure for a Concept Test Prepare concept statement Decide concept test format(s) Commercialize concept statement Offer competitive information Determine price(s) Select respondent type(s) Select response situation Define the interview Conduct trial interviews Interview, tabulate, analyze 第三十页，共五十四页。 Mail Concept Test Format-- Sketch 第三十一页，共五十四页。 The A-T-A-R Model: Definitions Buying Unit: Purchase point (person or department/buying center). Aware: Has heard about the new product with some characteristic that differentiates it. Trial: Usually means a purchase or consumption of the product. Available: If the buyer wants to try the product, the effort to find it will be successful (expressed as a percentage). Repeat: The product is bought at least once more, or (for durables) recommended to others. 第三十二页，共五十四页。 An A-T-A-R Model of Innovation Diffusion Profits = Units Sold x Profit Per Unit Units Sold = Number of buying units x % aware of product x % who would try product if they can get it x % to whom product is available x % of triers who become repeat purchasers x Number of units repeaters buy in a year Profit Per Unit = Revenue per unit - cost per unit 第三十三页，共五十四页。 A-T-A-R Model Application Ex. A new device to replace the security bars car owners attach to steering wheels in expensive sports cars. 3 million Number of owners of sports cars x 40% Percent awareness of owners the first year x 20% Percent of aware owners who will try product x 40% Percent availability at auto parts stores x 50% Percent of triers who will buy for the second car x 1.5 Number of devices the typical trier buys per year x $12.50 Price per unit minus trade margins and discounts ($25) minus unit cost at the intended volume ($12.50) =$1,800,000 Profits 第三十四页，共五十四页。 A Scoring Model for Full Screen Note: this m