国外商学院原版教材（英文版）11(PPT 13).ppt

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

2、ReactionChallengesinNPDIdeaShortageFragmentedMarketsSocial&GovernmentalConstraintsCostCapitalShortageNeedforSpeedShorterProductLifeCyclesNewProductDevelopmentProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentIdeaScreeningBusinessAnalysisProductDevelopmentMarket

3、TestingCommercializationProbabilityofSuccessProbabilityoftechnicalcompletionOverallprobabilityofsuccess=ProbabilityofcommercializationgiventechnicalcompletionXProbabilityofeconomicsuccessgivencommercializationXConceptDevelopment&Testing1.DevelopProductIdeasintoAlternativeProductConcepts2

4、.ConceptTesting-TesttheProductConceptswithGroupsofTargetCustomers3.ChoosetheBestOneHighprice/oz.LowincaloriesLowprice/oz.HighincaloriesProduct&BrandPositioning(a)Product-positioningmap(breakfastmarket)ExpensiveSlowInexpensiveQuickBaconandeggsPancakesInstantbreakfastColdcerealHotcerealb)B

5、rand-positioningmap(instantbreakfastmarket)BrandCBrandBBrandAConjointAnalysisBrandname----------Utility1.00

6、

7、

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

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10、

11、$1.19$1.39$1.59GoodHousekeepingSeal?Utility1.0----------0

12、

13、NoYesUtilityMoney-BackGuarantee?1.0----------0

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15、NoYesConsumer-GoodsMa

16、rketTestingSales-WaveResearchTestofferingtrailtoasampleofconsumersinsuccessiveperiods.SimulatedTestMarketTestinasimulatedshoppingenvironmenttoasampleofconsumers.StandardTestMarketFullmarketingcampaigninasmallnumberofrepresentativecities.ControlledTestMarketAfewstoresthathaveagreedtocarry

17、newproductsforafee.CommercializationWhenWhereWhomProductPricePlacePromotion21/2%Innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovationsCharacteristicsoftheInnovati