新产品开发和产品生命周期bilingual

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1、ChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackChapter8NewProductsandProductLifeCycles(PLC)2012-5-151ChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackContentsA.CategoriesofNewProductsB.TheNew-ProductDevelopmentD

2、ecisionProcessC.ThepromotionofnewproductD.ProductLifeCycles2012-5-152ChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackA.ᮄѻકⱘ㉏ൟঞ݊⡍ᕕ˄CategoriesofNewProducts˅2012-5-153ChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trac

3、kCategoriesofNewProductsNew-to-the-worldNewproductlinesImprovementsNewbrandRepositioningsCostreductionsChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackTheNew-ProductDevelopmentDecisionProcess•ᵘᗱᔶ៤˄IdeaGeneration˅•ᵘᗱㄯ䗝˄Product-IdeaRating˅•ὖᗉⱘᔶ៤੠⌟䆩˄Co

4、nceptTesting˅•Ꮦഎ㧹䫔៬⬹ⱘࠊᅮ˄MarketingStrategy˅•ଚϮߚᵤ(CommercialAnalysis)•ѻકᓔথ(Productdevelopment)•Ꮦഎ䆩䫔˄TestMarketDecisions˅•ℷᓣϞᏖ(NationalLaunch)2012-5-15ৠ⌢໻ᄺ㘠Ϯᡔᴃᬭ㚆ᄺ䰶ChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackTheNew-ProductDevelopmentDecisionProcessC

5、hanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackFactorsThatLimitNew-ProductDevelopment•Shortageofideas•Fragmentedmarkets•Socialandgovernmentalconstraints•Costofdevelopment•Capitalshortages•Fasterrequireddevelopmenttime•ShorterproductlifecyclesChanCha

6、nDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackFindingOneSuccessfulNewProductChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackThecauseswhichleadtofailureofnewproduct•Marketingfailure•Financialfailure•Opportunityfailure

7、•Technicalfailure•Organizationfailure•EnvironmentfailureChanChanDF-XgeDF-XgePPwwClicktobuyNOW!ClicktobuyNOW!wmwmwowo.d.c.d.cocu-trackocu-trackquestion•WhatisNOTlistedinthetextasareasonproductsfail?a.Toomuchdemand.b.Ignoringormisinterpretingmarketingresearch.c.Ineffectiveadverti