1 / 5

Marketing Management

J. Paul Peter • James H. Donnelly, Jr . 6th Edition. Marketing Management. Knowledge and Skills. Chapter 7. New Product Planning and Development. Irwin/McGraw-Hill. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Growth Vector Components. Products.

cade
Download Presentation

Marketing Management

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. J. Paul Peter • James H. Donnelly, Jr. 6th Edition Marketing Management Knowledge and Skills

  2. Chapter 7 New Product Planning and Development

  3. Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Growth Vector Components Products Markets Present New Present Market penetration Product development New Market development Diversification Figure 7-1

  4. Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. The New Product Development Process Idea generation Idea screening Project planning Product development Test marketing Commercialization Figure 7-2

  5. Support Members Leader Full-time Experienced Facilitator Core Members Core members May be full-time Key function Permanent Fuse into a group Manufacturing R & D Leader New products Manager Support members In and out, as needed Scores of functions: legal,sales,accounting PR,HRM,advertising, customer service inside/ outside the firm All stakeholders Liaison, not on team Reached via network Design Marketing Market research Finance The New Product Team SOURCE: C. Merle Crawford, New Products Management, 5th ed. (Burr Ridge, IL:Irwin, 1995), p. 31.

More Related