Beruflich Dokumente
Kultur Dokumente
Introducing
New Market Offerings
Chapter Questions
What challenges does a company face
in developing new products and
services?
What organizational structures and
processes do managers use to manage
new-product development?
What are the main stages in developing
new products and services?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Worlds
Most Innovative Companies
Apple
Google
Toyota
General Electric
Microsoft
Procter & Gamble
3M
Walt Disney
IBM
Sony
Wal-Mart
Honda
Starbucks
Target
BMW
Samsung
Shortage of ideas
Fragmented markets
Social and governmental constraints
Cost of development
Capital shortages
Faster required development time
Shorter product life cycles
Attribute listing
Forced relationships
Morphological analysis
Reverse assumption analysis
New contexts
Mind mapping
Lateral Mapping
Variations on Failure
Absolute product failure
Partial product failure
Relative product failure
Product idea
Product concept
Category concept
Brand concept
Concept testing
Concept Testing
Marketing Strategy
Target markets size, structure, and
behavior
Planned price, distribution, and
promotion for Year One
Long-run sales and profit goals and
marketing-mix strategy over time
Product Development
Quality function deployment (QFD)
Customer attributes
Engineering attributes
Prototype Testing
Alpha testing
Beta testing
Rank-order method
Paired-comparison method
Monadic-rating method
Market testing
Sales-Wave Research
Simulated Test Marketing
Controlled Test Marketing
Test Markets
Criteria for
Choosing Rollout Markets
Market potential
Companys local reputation
Cost of filling pipeline
Cost of communication media
What is Adoption?
Adoption is an individuals decision to
become a regular user of a product.
Characteristics of an Innovation
Relative advantage
Compatibility
Complexity
Divisibility
Communicability