科特勒营销管理下载_Marketing_Management11.ppt

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1、Chapter11DevelopingNewMarketOfferingsObjectivesChallengesinNewProductDevelopment(NPD)OrganizationalStructure&NPDStages&ManagementofNPDDiffusion&AdoptionofNewProductsWhyNewProductsFail“OverChampioning”OverestimatedDemandPoorDesignPoorMarketingExecutionHighDevelop

2、mentCostsStrongCompetitiveReactionChallengesinNPDIdeaShortageFragmentedMarketsSocial&GovernmentalConstraintsCostCapitalShortageNeedforSpeedShorterProductLifeCyclesNewProductDevelopmentProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentI

3、deaScreeningBusinessAnalysisProductDevelopmentMarketTestingCommercializationProbabilityofSuccessProbabilityoftechnicalcompletionOverallprobabilityofsuccess=ProbabilityofcommercializationgiventechnicalcompletionXProbabilityofeconomicsuccessgivencommercializationX

4、ConceptDevelopment&Testing1.DevelopProductIdeasintoAlternativeProductConcepts2.ConceptTesting-TesttheProductConceptswithGroupsofTargetCustomers3.ChoosetheBestOneHighprice/oz.LowincaloriesLowprice/oz.HighincaloriesProduct&BrandPositioning(a)Product-positioningmap

5、(breakfastmarket)ExpensiveSlowInexpensiveQuickBaconandeggsPancakesInstantbreakfastColdcerealHotcerealb)Brand-positioningmap(instantbreakfastmarket)BrandCBrandBBrandAConjointAnalysisBrandname----------Utility1.00

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8、K2RGloryBissellRetailPriceUtility----------1.00

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12、$1.19$1.39$1.59GoodHousekeepingSeal?Utility1.0----------0

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14、NoYesUtilityMoney-BackGuarantee?1.0----------0

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16、NoYesConsumer-GoodsMarketTestingSales-WaveResearchTestofferingtrailtoasampleofconsumersinsuccessiveperiods.SimulatedTestMarketTestinasimulatedshoppingenv

17、ironmenttoasampleofconsumers.StandardTestMarketFullmarketingcampaigninasmallnumberofrepresentativecities.ControlledTestMarketAfewstoresthathaveagreedtocarrynewproductsforafee.CommercializationWhenWhereWhomProductPricePlacePromotion21/2%Innovators131/2%Earlyadopt

18、ers34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovationsCharacteristicsoftheInnovati