阿姆斯特朗《市场营销学（第13版）》 课件 第 8 章 新产品开发和产品生命周期战略.pptx

Marketing:AnIntroductionThirteenthEditionChapter8DevelopingNewProducts:andManagingtheProductLifeCycleCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)8-1.Explainhowcompaniesfindanddevelopnewproductideas.8-2.Listanddefinethestepsinthenewproductdevelopmentprocessandthemajorconsiderationsinmanagingthisprocess.

LearningObjectives(2of4)8-3.Describethestagesoftheproductlifecycleandhowmarketingstrategieschangeduringaproduct’slifecycle.8-4.Discusstwoadditionalproductissues:sociallyresponsibleproductdecisionsandinternationalproductandservicesmarketing.

FirstStopGoogle:TheNewProductMoonshotFactoryGoogle’sinnovationmachineisrenownedforproducingnewproduct“moonshots.”

LearningObjective8-1Explainhowcompaniesfindanddevelopnewproductideas.

NewProductDevelopmentStrategyDevelopingnewproductsthroughthefirm’sownresearchanddevelopmenteffortsCreatingsuccessfulnewproductsrequiresUnderstandingconsumers,markets,andcompetitorsDevelopingproductsthatdeliversuperiorvaluetocustomers

LearningObjective8-1SummaryNewproductideasfromthefirm’sownresearchanddevelopmenteffortsExternalsourcesincludecompetitorsofferings,ideasfromdistributorsandsuppliers,aswellascustomersthemselvesCrowdsourcingoropen-innovationnewproductideaprograms

LearningObjective8-2Listanddefinethestepsinthenewproductdevelopmentprocessandthemajorconsiderationsinmanagingthisprocess.

Figure8.1-MajorStagesinNewProductDevelopment

IdeaGeneration(1of2)SystematicsearchfornewproductideasInternalideasources:InternalsocialnetworksIntrapreneurialprogramsExternalideasources:DistributorsandsuppliersCompetitorsCustomers

IdeaGeneration(2of2)Crowdsourcing:Invitingbroadcommunitiesofpeopleintothenewproductinnovationprocess

IdeaScreeningScreeningnewproductideastospotgoodones