1. Chapter 10 Version 6e 1 Developing and Managing Products
2. Chapter 10 Version 6e 2 Learning Objectives
3. Chapter 10 Version 6e 3 Learning Objectives (continued)
4. Chapter 10 Version 6e 4 Learning Objective
5. Chapter 10 Version 6e 5 New Product
6. Chapter 10 Version 6e 6 Categories of New Products
7. Chapter 10 Version 6e 7 Learning Objective
8. Chapter 10 Version 6e 8 Successful New-Product Development Process
9. Chapter 10 Version 6e 9 New-Product Development Process
10. Chapter 10 Version 6e 10 Idea Generation
11. Chapter 10 Version 6e 11 Brainstorming
12. Chapter 10 Version 6e 12 Idea Screening
13. Chapter 10 Version 6e 13 Concept Test
14. Chapter 10 Version 6e 14 Business Analysis
15. Chapter 10 Version 6e 15 Development
16. Chapter 10 Version 6e 16 Simultaneous Product Development
17. Chapter 10 Version 6e 17 Test Marketing
18. Chapter 10 Version 6e 18 Choosing a Test Market
19. Chapter 10 Version 6e 19 Alternatives to Test Marketing Single-source research using supermarket scanner data
Simulated (laboratory) market testing
20. Chapter 10 Version 6e 20 Commercialization
21. Chapter 10 Version 6e 21 Learning Objective
22. Chapter 10 Version 6e 22 Why New Products Fail No discernible benefits
Poor match between features and customer desires
Overestimation of market size
Incorrect positioning
Price too high or too low
Inadequate distribution
Poor promotion
Inferior product
23. Chapter 10 Version 6e 23 Success Factors
24. Chapter 10 Version 6e 24 Success Factors
25. Chapter 10 Version 6e 25 Learning Objective
26. Chapter 10 Version 6e 26 Global Issues
27. Chapter 10 Version 6e 27 Learning Objective
28. Chapter 10 Version 6e 28 Diffusion
29. Chapter 10 Version 6e 29 Categories of Adopters
30. Chapter 10 Version 6e 30 Categories of Adopters
31. Chapter 10 Version 6e 31 Product Characteristics and the Rate of Adoption
32. Chapter 10 Version 6e 32 Marketing Implications of the Adoption Process
33. Chapter 10 Version 6e 33 Learning Objective
34. Chapter 10 Version 6e 34 Product Life Cycle
35. Chapter 10 Version 6e 35 Product Life Cycle
36. Chapter 10 Version 6e 36 Extending the PLC Change product
Change product use
Change product image
Change product positioning
37. Chapter 10 Version 6e 37 Introductory Stage High failure rates
Little competition
Frequent product modification
Limited distribution
High marketing and production costs
Negative profits
Promotion focuses on awareness and information
Intensive personal selling to channels
38. Chapter 10 Version 6e 38 Growth Stage Increasing rate of sales
Entrance of competitors
Market consolidation
Initial healthy profits
Promotion emphasizes brand ads
Goal is wider distribution
Prices normally fall
Development costs are recovered
39. Chapter 10 Version 6e 39 Maturity Stage Declining sales growth
Saturated markets
Extending product line
Stylistic product changes
Heavy promotions to dealers and consumers
Marginal competitors drop out
Prices and profits fall
Niche marketers emerge
40. Chapter 10 Version 6e 40 Decline Stage Long-run drop in sales
Large inventories of unsold items
Elimination of all nonessential marketing expenses
41. Chapter 10 Version 6e 41 Marketing Strategies for PLC
42. Chapter 10 Version 6e 42 Diffusion Process and PLC Curve
