人民大2026市场营销原理与实践英文版（第19版）课件ch-09-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter9DevelopingNewProductsandManagingtheProductLifeCycleCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives9.1Explorehowcompaniesfindanddevelopnewproductideas.9.2Definethestepsinthenewproductdevelopmentprocessandthemajorconsiderationsinmanagingthisprocess.9.3Describethestagesoftheproductlifecycleandhowmarketingstrategieschangeduringaproduct’slifecycle.9.4Discusstwoadditionalproductissues:sociallyresponsibleproductdecisionsandinternationalproductandservicesmarketing.

GOOGLE(ellipsiser,Alphabet):TheNewProductMoonshotFactoryAlphabetistheNewProductMoonshotFactory.Google’snewproductdevelopmentprocessmovesquicklyandhasunleasheddiversenewproducts.InnovationismorethanaprocessatGoogle;itispartofthecompany’sDNA.“WheredoesinnovationhappenatGoogle?Ithappenseverywhere.”GoogleandparentcompanyAlphabetarewildlyinnovative.Thecompany’sinnovationmachineisrenownedforproducingnewproduct“moonshots,”futuristiclongshotsthat,ifsuccessful,willprofoundlychangehowpeoplelive.VovanIvanovich/Shutterstock

LearningObjective1Explorehowcompaniesfindanddevelopnewproductideas.

NewProductDevelopmentStrategyWaystoObtainNewProductsAcquisitionreferstothebuyingofawholecompany,apatent,oralicensetoproducesomeoneelse’sproduct.Newproductdevelopmentreferstooriginalproducts,productimprovements,productmodifications,andnewbrandsdevelopedfromthefirm’sownresearchanddevelopment.

LearningObjective2Definethestepsinthenewproductdevelopmentprocessandthemajorconsiderationsinmanagingthisprocess.

NewProductDevelopmentProcess(1of17)Figure9.1MajorStagesinNewProductDevelopment

NewProductDevelopmentProcess(2of17)IdeaGenerationIdeagenerationisthesystematicsearchfornewproductideas.Sources