1 / 14

Prepared by Deborah Baker Texas Christian University

9. Developing and Managing Products. Prepared by Deborah Baker Texas Christian University. Learning Objectives. Explain the importance of developing new products and describe the six categories of new products 2. Explain the steps in the new-product development process

brandyb
Télécharger la présentation

Prepared by Deborah Baker Texas Christian University

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 9 Developing andManaging Products Prepared by Deborah Baker Texas Christian University

  2. Learning Objectives • Explain the importance of developing new products and describe the six categories of new products • 2. Explain the steps in the new-product development process • 3. Explain the diffusion process through which new products are adopted

  3. Learning Objectives (continued) 4. Explain the concept of product life cycles

  4. New-To-The-World New Product Lines Product Line Additions Improvements/Revisions Repositioned Products Lower-Priced Products Categories of New Products On Line http://www.newproductworks.com 1

  5. New-Product Strategy Idea Generation Idea Screening Business Analysis Development Test Marketing Commercialization New Product New-Product Development Process 2

  6. Sources ofNew-ProductIdeas Customers Employees Distributors Competitors R & D Consultants Creative Thinking Idea Generation On Line http://www.ideo.com 2

  7. Demand Considerations in Business Analysis Stage Cost Sales Profitability Business Analysis 2

  8. Development • Creation of prototype • Marketing strategy • Packaging, branding, labeling • Manufacturing feasibility • Final government approvals if needed 2

  9. Alternatives to Test Marketing • Single-source research using supermarket scanner data • Simulated (laboratory) market testing • Online test marketing On Line http://www.bandaid.com 2

  10. Production Steps in Marketing a New Product Inventory Buildup Distribution Shipments Sales Training Trade Announcements Customer Advertising Commercialization 2

  11. Innovators Early Adopters Early Majority Late Majority Laggards Categories of Adopters 5

  12. Complexity Compatibility Relative Advantage Observability Trialability Product Characteristics and the Rate of Adoption On Line http://www.electronicgadgetdepot.com 5

  13. PLC Has Implications for Sales and Profits At Each Stage Introduction Growth Maturity Decline Product Life Cycle 6

  14. Diffusion Process and PLC Curve Introduction Growth Decline Maturity Product life cycle curve Sales Early majority Late majority Early adopters Innovators Laggards Diffusion curve 6

More Related