Developing-New-Market-Offerings课件.ppt
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1、2000 Prentice HallObjectivesChallenges 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 Prentice Ha
2、llWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor DesignPoor DesignPoor Marketing ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive ReactionStrong Competitive Reaction2000 Prentice HallChallenges in NP
3、DIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for SpeedShorter Product Life CyclesShorter Product Life Cycles2000 Prentice HallProbability of SuccessProbabilityPr
4、obabilityof technicalof technicalcompletioncompletionOverallOverallprobabilityprobabilityof successof success=Probability ofProbability ofcommercializationcommercializationgiven technicalgiven technicalcompletioncompletionXProbability ofProbability ofeconomiceconomicsuccess givensuccess givencommerc
5、ializationcommercializationX2000 Prentice HallConcept Development&Testing1.Develop Product Ideas into Alternative Product Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customers3.Choose the Best One2000 Prentice HallConsumer-Goods Market TestingSales-WaveResearchTest offer
6、ing trail toa sample of consumers insuccessiveperiods.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
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