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NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL. Why Products Succeed or Fail. Marketing Reasons for New-Product Failures. Insignificant Point of Difference. Incomplete Market and Product Definition Before Product Development Starts. Slide 10-30. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL.

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NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

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  1. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail • Marketing Reasons for New-Product Failures • Insignificant Point of Difference • Incomplete Market and Product DefinitionBefore Product Development Starts Slide 10-30

  2. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail • Marketing Reasons for New-Product Failures • Too Little Market Attractiveness • Poor Execution of the Marketing Mix • Poor Product Quality or Insensitivity toCustomer Needs on Critical Factors Slide 10-34

  3. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail • Marketing Reasons for New-Product Failures • Bad Timing • No Economic Access to Buyers • A Look at Some Failures Slide 10-35

  4. THE NEW-PRODUCT PROCESS • New-Product Process • New-Product Strategy Development • Identifying Markets and Strategic Roles • Cross-Functional Teams andNew-Product Development • Cross-Functional Teams Slide 10-41

  5. THE NEW-PRODUCT PROCESS • Idea Generation • Customer and Supplier Suggestions • Employee Suggestions • Research and Development Breakthroughs • Competitive Products Slide 10-46

  6. THE NEW-PRODUCT PROCESS • Screening and Evaluation • Internal Approach • External Approach • Concept Tests Slide 10-52

  7. THE NEW-PRODUCT PROCESS • Business Analysis • Prototype • Assessing the “Business Fit”of the New Product • Big G Plus Pillsbury: Increasing Emphasison Synergies and Segments Slide 10-56

  8. THE NEW-PRODUCT PROCESS • Development • Market Testing • Test Marketing • When Test Markets Don’t Work Slide 10-58

  9. THE NEW-PRODUCT PROCESS • Commercialization • The Risks and Uncertainties of theCommercialization Stage • Speed as a Factor inNew-Product Success • Time to Market (TtM) • Parallel Development Slide 10-61

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