国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 8 New Product Development and Product Life Cycle Management.ppt

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1、UnitEightNewProductDevelopmentAndProductLifeCycleManagementLearningOutlineNewProductDevelopmentTypesofNewProductsNewProductDevelopmentProcessProductLifeCycleManagementManagementoftheCycleMarketEvolutionNewProductDevelopmentCompleteprocessofbringinganewproducttoma

2、rketTwoparallelaspects:productengineeringmarketinganalysisthefirststageinproductlifecycleTypesofNewProductsNewProductDevelopmentProcessSeveralstagesintheprocess:1.IdeaGeneration2.IdeaScreening3.ConceptDevelopmentandTesting4.BusinessAnalysis5.BetaTestingandMarkett

3、esting6.TechnicalImplementation7.CommercializationProactiveprocess/ongoingprocessCross-functionalteamsareacommonwayoforganizingadevelopmentprojectProductLifeCycleManagementProductlifecycle–thesuccessionofstagesaproductgoesthroughProductlifecyclemanagement–thesucc

4、essionofstrategiesusedbymanagementasaproductgoesthroughitslifestyleProductLifeCycleManagementProducts’fivestages:1.Newproductdevelopmentstage2.Marketintroductionstage3.Growthstage4.Maturestage5.DeclinestageManagementoftheCycleThelifeexpectancyofaproductcategoryca

5、nbeestimated.Marketingmixstrategieschangeasthechangingoflifecycles.Customersrespondtonewproductsindifferentways.MarketEvolutionMarketevolution–aprocessthatparallelstheproductlifecycle.Fivestages:1.MarketCrystalization2.MarketExpansion3.MarketFragmentation4.Market

6、Consolidation5.MarketTermination