产品生命周期的管理与新产品开发战略

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1、选用教材营销管理［美］菲利普•科特勒著第十一版上海经济出版社第五章：产品生命周期的管理与新产品开发战略教学目的：本章的目的是通过对产品生命周期和新产品开发战略的学习，读完本章Z后，你应该能够：解禅在产品生命周期中市场营销战略如何变化;解释企业如何找到并开发新产品构思；描述产品生命周期阶段；解释在产品设概念命周期中市场营销战略如何变化。教学重点：本章的重点在于掌握在产品周期的不同阶段，企业因该采取的营销战略，以及在开发新产品的过程屮，企业应该采取什么样的策略。教学难点：由于在实际中，产品的周期并不明

2、显，难以区分产品处在哪个阶段，所以木章的难点在于如何通过实际的案例来具体分析企业在产品的不同周期所应采取的战略。教学时数：6（讲授、案例）教学内容与步骤：Chapter5ProductLife-cycleandDevelopingNewProductStrategyLectureOne:DifferentiationandProductLife—cycleStrategyWhatIstheDifferentiating?Intheclassictext"MarketingManagement,Ph

3、ilip•KotlerpointsoutthatthecoreofthemodernmarketingisdescribedasSTP,whicharesegmenting(S),targeting(T)andpositioning(P).Dividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristicsorbehaviormightrequireseparate・Themaintaskofmarketsegmen

4、tistodeterminethesegmentalvariablesandthesegmentalmarkets,whilethemarkettargetistoevaluateeachmarketsegment^attractivenessandselectoneormoresegmentstoenter.Finally,accordingtomarketsegmentandmarkettarget,thecompanyshouldpositionitsproductinthemarket,a

5、nddeterminingthepossiblepositioningconcepts,selecting,developingandcommutatingoneofthem・Thetaskofpositioningistodeliveracentralideaaboutacompanyoranofferingtothetargetmarket.Positioningsimplifieswhatwethinkoftheentity.Differentiationgoesbeyondposition

6、ingtospinacomplexwebofdifferencescharacterizingthatentity.ThefinalroleofSTPplaystheeffectontheproductdifferentiating.Wedefinedifferentiationastheprocessofaddingasetofmeaningfulandvalueddifferencestodistinguishthecompany'sofferingfromcompetitors,offeri

7、ngs.Allproductscanbedifferentiatedtosomeextent,butnotallbranddifferencesaremeaningfulorworthwhile・Adifferencewillbestrongertotheextentthatitsatisfiesthefollowingcriteria:•Important:Thedifferencedeliversahighlyvaluedbenefittoasufficientnumberofbuyers・•

8、Distinctive:Thedifferenceisdeliveredinadistinctiveway.•Superior:Thedifferenceissuperiortootherwaysofobtainingthebenefit.•Preemptive:Thedifferencecannotbeeasilycopiedbycompetitors・•Affordable:Thebuyercanaffordtopayforthedifference.•Profitable:T