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1、MARKETING MANAGEMENT 12th editionKotlerKeller20 Introducing New Market Offerings1Chapter QuestionsnWhat challenges does a company face in developing new products?nWhat organizational structures are used to manage new-product development?nWhat are the main stages in developing new products?nWhat is t
2、he best way to set up the new-product development process?nWhat factors affect the rate of diffusion and consumer adoption of newly launched products? 2Categories of New ProductsnNew-to-the-worldnNew product linesnAdditions to product linesnImprovements to productsnRepositioningsnCost reductions3Fac
3、tors That Limit New Product DevelopmentnShortage of ideasnFragmented marketsnSocial and governmental constraintsnCost of developmentnCapital shortagesnFaster required development timenShorter product life cycles4Venture TeamCross-functional group charged with developing a specific product or busines
4、s; Intrapreneurs are relieved of other duties and provided a budget and time frame.5Criteria for Staffing Venture TeamsnDesired team leadership stylenDesired level of leader expertisenTeam member skills and expertisenLevel of interest in conceptnPotential for personal rewardnDiversity of team member
5、s6Idea Generation: Creativity TechniquesnAttribute listingnForced relationshipsnMorphological analysisnReverse assumption analysisnNew contextsnMind mapping7Variations on FailurenAbsolute product failurenPartial product failurenRelative product failure8Concepts in Concept DevelopmentnProduct ideanPr
6、oduct conceptnCategory conceptnBrand conceptnConcept testing9Concept TestingnCommunicability and believabilitynNeed levelnGap levelnPerceived valuenPurchase intentionnUser targets, purchase occasions, purchasing frequency10Marketing StrategynTarget markets size, structure, and behaviornPlanned price
7、, distribution, and promotion for Year 1nLong-run sales and profit goals and marketing-mix strategy over time11Product DevelopmentnQuality function deployment (QFD)Customer attributesEngineering attributes12Prototype TestingnAlpha testingnBest testingRank-order methodPaired-comparison methodMonadic-
8、rating methodnMarket testing13Consumer Goods Market TestingnSales-Wave ResearchnSimulated Test MarketingnControlled Test MarketingnTest Markets14Test Market DecisionsnHow many test cities?nWhich cities?nLength of test?nWhat information?nWhat action to take?15Timing of Market EntrynFirst entrynParall
9、el entrynLate entry16Criteria for Choosing Rollout MarketsnMarket potentialnCompanys local reputationnCost of filling pipelinenCost of communication media17Consumer-Adoption ProcessAdoption is an individuals decision to become a regular user of a product.18Stages in the Adoption ProcessAwarenessInterestEvaluationTrialAdoption19Adopter CategorizationnInnovatorsnEarly adoptersnEarly majoritynLate majoritynLaggards20Characteristics of an InnovationnRelative advantagenCompatibilitynComplexitynDivisibilitynCommunicability21
