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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.
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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 Markets Present New Present Market penetration Product development New Market development Diversification Figure 7-1
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
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.