[精选]菲利普科特勒-《市场营销讲义》11.pptx

《[精选]菲利普科特勒-《市场营销讲义》11.pptx》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、Chapter11DevelopingNewObjectivesChallengesinNewProductDevelopment(NPD)OrganizationalStructure&NPDStages&ManagementofNPDDiffusion&AdoptionofNewProductsWhyNewProductsFail“OverChampioning”OverestimatedDemandPoorDesignPoorMarketingExecutionHighDevelopmentCostsStrongCompetiti

2、veReactionChallengesinNPDIdeaShortageFragmentedMarketsSocial&GovernmentalConstraintsCostCapitalShortageNeedforSpeedShorterProductLifeCyclesNewProductDevelopmentProcessIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentIdeaScreeningBusinessAnalysisProdu

3、ctDevelopmentMarketTestingCommercializationProbabilityofSuccessProbabilityoftechnicalcompletionOverallprobabilityofsuccess=ProbabilityofcommercializationgiventechnicalcompletionXProbabilityofeconomicsuccessgivencommercializationXConceptDevelopment&Testing1.DevelopProduct

4、IdeasintoAlternativeProductConcepts2.ConceptTesting-TesttheProductConceptswithGroupsofTargetCustomers3.ChoosetheBestOneHighprice/oz.LowincaloriesLowprice/oz.HighincaloriesProduct&BrandPositioning(a)Product-positioningmap(breakfastmarket)ExpensiveSlowInexpensiveQuickBacon

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

6、

7、

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

9、

10、

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

12、

13、

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

15、

16、NoYesConsumer-GoodsMarketTestingSales-WaveResearchTestofferingtrailtoasampleofconsumersinsuccessiveperiods.SimulatedTestMarketTestinasimulatedshoppingenvironmenttoasampleofconsumers.StandardTestMarketFullmarketingcampaigni

17、nasmallnumberofrepresentativecities.ControlledTestMarketAfewstoresthathaveagreedtocarrynewproductsforafee.CommercializationWhenWhereWhomProductPricePlacePromotion21/2%Innovators131/2%Earlyadopters34%Earlymajority34%Latemajority16%LaggardsTimeofadoptioninnovationsAdopterC

18、ategorizationoftheBasisofRelativeTimeofAdoptionofInnovationsCharacteristicsoftheInnovationRateofAdoptio