1 / 41

Developing and Managing Products

Chapter 10 Version 6e. 2. chapter. Learning Objectives. . . 1.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 why some products succeed and others fail.. . 10. Chapter 10

pepin
Download Presentation

Developing and Managing Products

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. 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

More Related