CH20Introducing New Market Offerings(市場營銷,科特勒,英文版).ppt

1、MARKETING MANAGEMENT12th edition,KotlerKeller,20 Introducing New Market Offerings,20-2,Chapter 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? Wha

2、t is the best way to set up the new-product development process? What factors affect the rate of diffusion and consumer adoption of newly launched products?,20-3,Categories of New Products,New-to-the-world New product lines Additions to product lines Improvements to products Repositionings Cost redu

3、ctions,20-4,Factors That Limit New Product Development,Shortage of ideas Fragmented markets Social and governmental constraints Cost of development Capital shortages Faster required development time Shorter product life cycles,20-5,Venture Team,Cross-functional group charged with developing a specif

4、ic product or business; Intrapreneurs are relieved of other duties and provided a budget and time frame.,20-6,Criteria for Staffing Venture Teams,Desired team leadership style Desired level of leader expertise Team member skills and expertise Level of interest in concept Potential for personal rewar

5、d Diversity of team members,20-7,Idea Generation: Creativity Techniques,Attribute listing Forced relationships Morphological analysis Reverse assumption analysis New contexts Mind mapping,20-8,Variations on Failure,Absolute product failure Partial product failure Relative product failure,20-9,Concep

6、ts in Concept Development,Product idea Product concept Category concept Brand concept Concept testing,20-10,Concept Testing,Communicability and believability Need level Gap level Perceived value Purchase intention User targets, purchase occasions, purchasing frequency,20-11,Marketing Strategy,Target

7、 markets size, structure, and behavior Planned price, distribution, and promotion for Year 1 Long-run sales and profit goals and marketing-mix strategy over time,20-12,Product Development,Quality function deployment (QFD) Customer attributes Engineering attributes,20-13,Prototype Testing,Alpha testi

8、ng Best testing Rank-order method Paired-comparison method Monadic-rating method Market testing,20-14,Consumer Goods Market Testing,Sales-Wave Research Simulated Test Marketing Controlled Test Marketing Test Markets,20-15,Test Market Decisions,How many test cities? Which cities? Length of test? What

9、 information? What action to take?,20-16,Timing of Market Entry,First entry Parallel entry Late entry,20-17,Criteria for Choosing Rollout Markets,Market potential Companys local reputation Cost of filling pipeline Cost of communication media,20-18,Consumer-Adoption Process,Adoption is an individuals decision to become a regular user of a product.,20-19,Stages in the Adoption Process,Awareness,Interest,Evaluation,Trial,Adoption,20-20,Adopter Categorization,Innovators Early adopters