Professional Documents
Culture Documents
Introducing
New Market Offerings
Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
What challenges does a company face
in developing new products and
services?
What organizational structures and
processes do managers use to manage
new-product development?
What are the main stages in developing
new products and services?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
20-2
20-3
20-4
20-5
20-6
The Worlds
Most Innovative Companies
Apple
Google
Toyota
General Electric
Microsoft
Procter & Gamble
3M
Walt Disney
IBM
Sony
Wal-Mart
Honda
Starbucks
Target
BMW
Samsung
20-7
20-8
Shortage of ideas
Fragmented markets
Social and governmental constraints
Cost of development
Capital shortages
Faster required development time
Shorter product life cycles
20-9
20-
20-
20-
20-
20-
20-
20-
20-
Lateral Mapping
20-
Variations on Failure
Absolute product failure
Partial product failure
Relative product failure
20-
Product idea
Product concept
Category concept
Brand concept
Concept testing
20-
Concept Testing
20-
20-
Marketing Strategy
Target markets size, structure, and
behavior
Planned price, distribution, and
promotion for year one
Long-run sales and profit goals and
marketing-mix strategy over time
20-
20-
Prototype Testing
Alpha testing
Beta testing
Rank-order method
Paired-comparison method
Monadic-rating method
Market testing
20-
Sales-Wave Research
Simulated Test Marketing
Controlled Test Marketing
Test Markets
20-
20-
20-
Criteria for
Choosing Rollout Markets
Market potential
Companys local reputation
Cost of filling pipeline
Cost of communication media
20-
What is Adoption?
Adoption is an individuals decision to become
a regular user of a product.
20-
20-
20-
Characteristics of an Innovation
Relative advantage
Compatibility
Complexity
Divisibility
Communicability
20-
Marketing Debate
Who should you target with new products?
Take a position:
1. Consumer research is critical to new-product
development.
or
2. Consumer research may not be all that
helpful in new-product development.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
34
20-
Marketing Discussion
20-