市场营销学泰斗菲利普科特勒的营销管理最新版.pptVIP

Chapter 12Developing New Market Offeringsby PowerPoint by Milton M. Pressley University of New Orleans 1 第一页，共三十八页。 Who should ultimately design the product? The customer, of course. Kotler on Marketing 2 第二页，共三十八页。 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 la