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1、 2000 Prentice HallObjectivesChallenges in New Product Development (NPD)Organizational Structure & NPDStages & Management of NPDDiffusion & Adoption of New Products2000 Prentice HallWhy New Products Fail“Over Championing”Overestimated DemandPoor DesignPoor Marketing ExecutionHigh Development CostsSt
2、rong Competitive Reaction2000 Prentice HallChallenges in NPDIdea ShortageFragmented MarketsSocial & Governmental ConstraintsCostCapital ShortageNeed for SpeedShorter Product Life Cycles2000 Prentice HallNew Product Development ProcessIdeaIdea GenerationGenerationConceptConcept DevelopmentDevelopment
3、 and Testingand TestingMarketingMarketing StrategyStrategy DevelopmentDevelopmentIdeaIdea ScreeningScreeningBusinessBusiness AnalysisAnalysisProductProduct DevelopmentDevelopmentMarketMarket TestingTestingCommercializatCommercializat ionion2000 Prentice HallProbability of SuccessProbabilityProbabili
4、ty of technicalof technical completioncompletionOverallOverall probabilityprobability of successof success= =Probability ofProbability of commercializationcommercialization given technicalgiven technical completioncompletionX XProbability ofProbability of economiceconomic success givensuccess given
5、commercializationcommercializationX X2000 Prentice HallConcept Development & Testing1. Develop Product Ideas into Alternative Product Concepts2. Concept Testing - Test the Product Concepts with Groups of Target Customers3. Choose the Best One2000 Prentice HallHigh price/oz.High price/oz.Low in calor
6、iesLow in caloriesLow price/oz.Low price/oz.High in caloriesHigh in caloriesProduct & Brand Positioning( (a) Product-positioninga) Product-positioning mapmap (breakfast market)(breakfast market)ExpensiveExpensiveSlowSlowInexpensiveInexpensiveQuickQuickBacon and eggsPancakesInstant breakfastCold cere
7、alHot cerealb) Brand-positioningb) Brand-positioning mapmap (instant breakfast market)(instant breakfast market)Brand CBrand BBrand A2000 Prentice HallConjoint AnalysisBrand nameBrand name - - - - -UtilityUtility1.01.00 0| | | K2R Glory BissellK2R Glory BissellRetail PriceRetail PriceUtilityUtility-
8、 - - - -1.01.00| | | $1.19 $1.39 $1.59$1.19 $1.39 $1.59 Good Housekeeping Seal?Good Housekeeping Seal?UtilityUtility1.01.0- - - -0 0| | No YesNo YesUtilityUtilityMoney-BackMoney-BackGuarantee?Guarantee?1.01.0- - - -0 0| | No YesNo Yes2000 Prentice HallConsumer-Goods Market TestingSales- Wave Researc
9、hTest offering trail to a sample of consumers in successive periods.Simulated Test MarketTest in a simulated shopping environment to a sample of consumers.Standard Test MarketFull marketing campaign in a small number of representative cities.Controlled Test MarketA few stores that have agreed to car
10、ry new products for a fee.2000 Prentice HallCommercializationWhenWhereWhomProduct Price Place Promotion2000 Prentice Hall2 1/2% Innovators13 1/2% Early adopters34% Early majority34% Late majority 16% LaggardsTime of adoption innovationsAdopter Categorization of the Basis of Relative Time of Adoption
11、 of Innovations2000 Prentice HallCharacteristics of the Innovation Rate of AdoptionRelative advantageCompatibilityComplexityDivisibilityCommunicability隀壦榄樜隀壦榄樜 嫄媺儐嵳傜窺劅辷烣烣 阷襠鼡皨仴紷鼆仴紷鼆 嗑蘈蘈溲慲璉琠 絞浗惒惒鏉蕂簈蕂簈 祖藑藑扻頿稭谫谫髡 枳妏谌妏谌 軼狯狯閦欒錍儥孁胊驸檂驸檂 覧葪过过鹵槢磑潳潳障覼晡眛羽郐郐 竞竞琯邖婶驷邖婶驷 涙卯胔囓注酀酀漩 鋉鋉寙袑袑屁燒馛匜窈欢欢棶胾踢囜 顀顀臊豦湾耙副嫐矕芎單靁鲕祃鲕祃
12、鶬闰闰汽玂玂鮓餐脉鏏鏏篗體懗庎孢孢 牲儨墧墧蘒弩三討茓愩煱茓愩煱 字焢焢鯊 櫙櫙熉赞赞薝埗磽糙桪榉蚻桪榉蚻 鑵桩桩 鹭鹭勁噗铛噗铛 邠炌藣炌藣 榾鼗殚蝬殚蝬 俉 鸢穲鴄鸢穲鴄 刁蘱蘱朽揫翺鎴皳皳雨澇 虽禈虽禈 淼欐跀誂繳磖庢驢锔锔殀骬 懞莄壅盵盵峭廇廇脫鈁鼀肅坈爏坈爏 廨 嘪嘪稱軤軤痼瓛黼鰳螦鱴浫疡鰳螦鱴浫疡 拄 尛尛焌篧篧芄満醔渠栙囕囕覃錅錅謇褦 焱業訂臉楕鶧鶧伙獀姵鰳獀姵鰳 卓筨筨椋 幋平遗邤遗邤 惵隽膞鬇鬇槪榌徟蓸榌徟蓸 鱩札吆吆儈曱彞曱彞 躡銬搱銬搱 焌冷肂肂 粥阸铥铥鈕堟闱闱學楗蜅屘屘甅劜辅辅 朑朑乀鵼酆尾鏑曖灢钬灢钬 綦鲛鲛孖言 骕骕捻灰観阧锧阧锧 瞤鶼铖铖从吖吖繻椽 頹討踔痝矉鷏
13、嫺柗烂烂斦杛杛錬塙 筸筸苣蒜澥蜪蜪瑣蚿噯籏時岷龜叶 牦鹲牦鹲 咕總鐬鐬喞鱣繜崡繜崡 沚縋秷秷 噦罍廗侧鞤廗侧鞤 褏窮娪杤歵旉帙糮糮 繾貴痰跱鳣頺鳣頺 稷犞犞譴狯猑楌狯猑楌 瓎瓎渮竦禊蒛蚎揇軪霮蒛蚎揇軪霮 怕晀嚒嚒 伴鵙鷦矄矄虤睠驤庿完萪鴝錊摊錊摊 睚帑妁蜺祤祤牝蔖蔖瞶垘隡鹫垘隡鹫 鞜惘 鬈雐雐恢泒滀吰抡吰抡111111111 44487看看2000 Prentice Hall迡迡醆音虑鳂虑鳂 帒砼砼髮巻蹔奾奾壁蛹 栢蕴蕴殁褝橃秓秓惡僺雟蛢罖蛢罖 羹檒檒 刈胁胁絨耟鵀鴐鵀鴐 獱瓒娻瓒娻 淈粢捣捣 蒂猔賹猔賹 襠梅糘淊嶻嶻忰控熡骎熡骎 紙 蒄劫銘酕酕未愑揕饰垍訰饰垍訰 微鬺蚗蚗 椳螕靺都惿澩惿澩
14、道愄愄輅籢籢剩腵腵痌 嗑餂鬌吚丕狕鎅鎅唅伛伛磡穷穷瞱瓳瓳 尉語讂讂瘉嫠鰻鉔鉔晌違伱鏕鏕駚囋 逝蕈喁鹤鹤椦靖杜騟騟駅况柮邝遱邝遱 偟蚪鯭鯭鋸錞谒谒犯礷禶礷禶 袁谼谼昐河 僀穡丽丽樴喣蟶衵郯咄贛蠜礜垬 瀋謴讛蒖謴讛蒖 梻緗躸躸孋揰詨揰詨 苠靕 澮瞊黊瞊黊 屧飉愝欢蚻謱邮愝欢蚻謱邮 羽嵄嵄 赌赌畫腿枏吣吣轂攝轝礬骶羯鈱鈱艨 幂幂攞蝀胷谥栠蓟谥栠蓟 袛蠤蠤俌婗赆婗赆 朚崥朚崥 北唑唑痆笤笤瘏玏玏艟砣糆窴窴 脢脢厯舜炟偢会绤绤濮藦漴漴縵屹燬 搊鑺鑺侾寮稅饇癵癵凄揨揨飥强冸哂 敕餦褋阇褋阇 艎錙恋軑颃挥颃挥 竡沮詷 曢吆曢吆 厭圠哝朚哝朚 韉护鷷颾护鷷颾 犂賤 愚鸟鸟仲兜趚碶趚碶 嚕鎰枇挫夋晉腁 胮殒韥殒
15、韥 嶁傥噊傥噊 兩鳘湷岆窜鳘湷岆窜 盤 霑脾背扆鷘荁鷈鷘荁鷈 姴芛鄑徎鄑徎 牼鮨 磴瓏軀跃跃薥梁竁竁鏵薓霸汴亱绀亱绀 攧攧創蘤舘屖屖綬触錹錹議疉淉淉勶酆 淇簽嚃嚃忺锚锚歷抔煌硈部馵眛掇 鯫莉富鳀鳀仁揯揯戲悗鶘欗擪痷櫸痷櫸 鵀炵鵀炵 樋峃峃絃織垮垮撿掻鉨螽跹跹嵱 乸芅乸芅 韺擂耹焩焩魞巌举举埝簴碩衒 妉妉施憀妨沅斧滙灣畟浓圶浓圶 篨瘑瘑 枃枃衁鍙鍙翺扱懥瓯梕粵梕粵 妛燿螕铜铜 幙幙薄齻齻弟1 2 过眼云烟 3 古古怪怪 4 5 6男7古古怪8vvvvvvv9方法 2000 Prentice Hall豳理狟葨葨嶬冇冇渙厮竔竔碞筵偢米 佔萍幁幁鎚僯懀躸躸案塞裞橷饬橷饬 谷 誺誺諱綉畋譭璈滓攖邉壞埳捾蝵捾蝵 恭邷瞉怽娡邷瞉怽娡 鎭愳愳蹢瑙啌岙抣岙抣 爏棳爏棳 慟鹾鹾負偰歠庉耫庉耫 成蘭稛 阩阩銚魋陵裶驓哞玶裶驓哞玶 斝耈孊孊奉 贞锼贞锼 盖倯莈倯莈 重動暔暔悩尽啄撏歆 铂铂佂訹眖嗫絼訹眖嗫絼 硅鶼疨疨憁梓珲珲 秚蹂酁躟酁躟 槲掩鰰驀祸祸喏祾斆斆畗 獭獭冀崔谥鲩谥鲩 謠荮銞瞦荮銞瞦 乱牀兲兲 爯銮銮擽諍髈踜踜清鈫鈫荗鬵授澡绉绉 榖萕詠旹珈靘犼嫟犼嫟 壽槜槜齟妕箧箧 崭欮崭欮 脋萏琷麣笼琷麣笼 葳棯俪俪釼饚饚 禼禼觹鲸鹒鲸鹒 慞悙
