菲利普科特勒-《市场营销讲义》11课件.pptx

《菲利普科特勒-《市场营销讲义》11课件.pptx》由会员分享，可在线阅读，更多相关《菲利普科特勒-《市场营销讲义》11课件.pptx（15页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、2000 Prentice Hall2000 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

2、New Products管理资源吧（），提供海量管理资料免费下载！2000 Prentice 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

3、 ReactionStrong Competitive Reaction管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallChallenges in NPDChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for Spee

4、dShorter Product Life CyclesShorter Product Life Cycles管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallProbability of SuccessProbability of SuccessProbabilityProbabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbability ofcommerciali

5、zationcommercializationgiven technicalgiven technicalcompletioncompletionXProbability ofProbability ofeconomiceconomicsuccess givensuccess givencommercializationcommercializationX管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallConcept Development&TestingConcept Development&Testing1.Develop Product Ideas into

6、 Alternative Product Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customers3.Choose the Best One管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallConsumer-Goods Market TestingConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperio

7、ds.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing campaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallComme

8、rcializationCommercializationWhenWhereWhomProductPricePlacePromotion管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallCharacteristics of the Innovation Rate Characteristics of the Innovation Rate of Adoptionof AdoptionRelative advantageRelative advantageCompatibilityCompatibilityComplexityComplexityDivisibilit

9、yDivisibilityCommunicabilityCommunicability管理资源吧（），提供海量管理资料免费下载！1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Monday,April 24,20232、阅读一切好书如同和过去最杰出的人谈话。02:04:4102:04:4102:044/24/2023 2:04:41 AM3、越是没有本领的就越加自命不凡。4月-2302:04:4102:04Apr-2324-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。02:04:4102:04:4102:04Monday,April 24,20235、知人者智，自知者明。

10、胜人者有力，自胜者强。4月-234月-2302:04:4102:04:42April 24,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。24四月20232:04:42上午02:04:424月-237、最具挑战性的挑战莫过于提升自我。四月232:04上午4月-2302:04April 24,20238、业余生活要有意义，不要越轨。2023/4/242:04:4202:04:4224 April 20239、一个人即使已登上顶峰，也仍要自强不息。2:04:42上午2:04上午02:04:424月-2310、你要做多大的事情，就该承受多大的压力。4/24/2023 2:04:42 AM02:04:4224-4月-2311、自己要先看得起自己，别人才会看得起你。4/24/2023 2:04 AM4/24/2023 2:04 AM4月-234月-2312、这一秒不放弃，下一秒就会有希望。24-Apr-2324 April 20234月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Monday,April 24,202324-Apr-234月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。4月-2302:04:4224 April 202302:04谢谢大家谢谢大家