菲利普.科特勒的“市场营销”讲义（11）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesChallenges in New Product Development(NPD)Challenges in New Product Development(NPD)Organizational Structure&NPDOrganizational Structure&NPDStages&Management of NPDStages&Management of NPDDiffusion&Adoption of New ProductsDiffusion&Adoption of New Products2000 P

2、rentice HallWhy New Products FailWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor DesignPoor DesignPoor Marketing ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive ReactionStrong Competitive Reaction200

3、0 Prentice HallChallenges in NPDChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for SpeedShorter Product Life CyclesShorter Product Life Cycles2000

4、Prentice HallProbability of SuccessProbability of SuccessProbabilityProbabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbability ofcommercializationcommercializationgiven technicalgiven technicalcompletioncompletionXProbabi

5、lity ofProbability ofeconomiceconomicsuccess givensuccess givencommercializationcommercializationX2000 Prentice HallConcept Development&TestingConcept Development&Testing1.Develop Product Ideas into Alternative Product Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customer

6、s3.Choose the Best One2000 Prentice HallConsumer-Goods Market TestingConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing c

7、ampaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.2000 Prentice HallCommercializationCommercializationWhenWhereWhomProductPricePlacePromotion2000 Prentice HallCharacteristics of the Innovation Rate Characteristics of the Innovation Rate of Adoptionof AdoptionRelative advantageRelative advantageCompatibilityCompatibilityComplexityComplexityDivisibilityDivisibilityCommunicabilityCommunicability