Chapter20 heeyeon kim

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Chapter20 heeyeon kim

  1. 1. TOP 10 Learning Questions for<br />Chapter 20: Introducing New Market offerings<br />Kim<br />Dec/23/2010<br />
  2. 2. 1. Which does not belong to the Categories of New Products?<br />Question<br />New-to-the-world<br />New product lines<br />New partners<br />Improvements<br />Cost reductions<br />
  3. 3. Concept<br />Categories of New Products<br />New-to-the-world<br />New product lines<br />Additions<br />Improvements<br />Repositionings<br />Cost reductions<br />
  4. 4. 4<br />Explanation of Concept<br />Categories of New Products<br />leareyes.blogspot.com<br />There are 6 factors of the Categories of New Products Which are New-to-the-world, New product lines, Additions, Improvements, Repositionings and Cost reductions. <br />New Partners is NOT involved to the Categories of New Products.<br />
  5. 5. 1. Which does not belong to the Categories of New Products?<br />Answer<br />New-to-the-world<br />New product lines<br />New partners<br />Improvements<br />Cost reductions<br />
  6. 6. Question<br />2. Which does not cause the Market/Marketing failure? <br />Small size of the potential market<br />No clear product differentiation<br />Poor positioning<br />Misunderstanding of customer needs<br />Late in the market<br />
  7. 7. Causes of New-Product failure<br />Market/marketing failure<br />Financial failure<br />Timing failure<br />Technical failure<br />Organizational failure<br />Environmental failure<br />Concept<br />
  8. 8. The factors of Market/marketing failure<br />A to D are the reason of Market/marketing failure.<br />Late in the market is the reason of timing failure not Market/marketing failure.<br />Reference: Text book P.611<br />Explanation of Concept<br />
  9. 9. Answer<br />2. Which does not cause the Market/Marketing failure? <br />Small size of the potential market<br />No clear product differentiation<br />Poor positioning<br />Misunderstanding of customer needs<br />Late in the market<br />
  10. 10. 3. One of the following is not a stage in new- product development process?<br />Business analysis<br />Mass customization <br />Product development<br />Market testing<br />Commercialization<br />Question<br />
  11. 11. New Product Development Decision Process<br />Business Analysis<br /> Idea Generation<br />Product Development<br /> Marketing Testing<br />Idea Screening<br />Concept Development and Testing<br />Concept<br /> leareyes.blogspot.com<br />Commercialization<br />
  12. 12. Explanation of Concept<br />New Product Development Decision Process<br /><ul><li>Idea Generation –is the idea worth considering?
  13. 13. Idea Screening –is the product idea compatible with company objectives, strategies, and resources?
  14. 14. Concept development and testing –can we find a good concept consumers say they would try?
  15. 15. Marketing strategy development – can we find a cost-effective, affordable marketing strategy?
  16. 16. Business analysis – will this product meet our profit goal?
  17. 17. Product development – have we got a technically and commercially sound product?
  18. 18. Market testing – have product sales meet expectations?
  19. 19. Commercialization – are product sales meeting expectations? </li></ul> leareyes.blogspot.com<br />
  20. 20. 3. One of the following is not a stage in new- product development process?<br />Business analysis<br />Mass customization <br />Product development<br />Market testing<br />Commercialization<br />Answer<br />
  21. 21. 4. What is the individual’s decision to become a regular user of a product?<br />Awareness<br />Interest<br />Evaluation<br />Test<br />Adoption<br />Question<br />
  22. 22. Concept<br />The Consumer-Adoption Process<br />Adoption – is an individual’s decision to become a regular user of a product.<br />After which, the adopters of new products move trough the 5 stages in adoption process.<br />An innovation is any good, service, or idea that someone perceives as new, no matter<br /> how long its history.<br /> leareyes.blogspot.com<br />
  23. 23. Explanation of Concept<br />Stage in the Consumer-Adoption Process<br />Awareness<br />Interest<br />Evaluation<br />Adoption<br />Trial<br /> leareyes.blogspot.com<br />
  24. 24. 4. What is the individual’s decision to become a regular user of a product?<br />Awareness<br />Interest<br />Evaluation<br />Test<br />Adoption<br />Answer<br />
  25. 25. 5. What is NOT in the Concept Development?<br />Product idea<br />Product concept<br />Category concept<br />Concept testing<br />Mapping<br />Answer<br />Question<br />
  26. 26. Concepts in Concept Development<br />Concept to Strategy: Attractive ideas must be refined into testable product concepts. A product idea is a possible product the company might offer to the market.<br />Concept Development: This is a product idea, but consumers don’t buy product ideas; they buy product concepts.<br />Concept<br />
  27. 27. Explanation of Concept<br />Concepts in Concept Development<br />Product idea<br />Product concept<br />Category concept<br />Brand concept<br />Concept testing<br />
  28. 28. 5. What is NOT in the Concept Development?<br />Product idea<br />Product concept<br />Category concept<br />Concept testing<br />Mapping<br />Answer<br />
  29. 29. 6. What is the right step of the Consumer-Adoption Process?<br />Question<br /> Awareness->Interest->Evaluation->trial->Adoption<br />Adoption ->Awareness->Interest->Evaluation->trial<br />Interest->Evaluation-> Awareness-> trial->Adoption<br />Interest-> Awareness->Evaluation->trial->Adoption<br />Awareness->trial->Interest->Evaluation-> Adoption<br />
  30. 30. The Consumer-Adoption Process<br />Adoption: An individual’s decision to become a regular use of a product.<br />The consumer-adoption process is followed by the consumer-loyalty process, which is the concern of the established producer.<br />Concept<br />
  31. 31. Adopters of new products move through 5 stages<br />Awareness: The consumer becomes aware of the innovation but lacks information about it<br />Interest: The consumer is stimulated to seek information about the innovation<br />Evaluation: The consumer considers whether to try the innovation<br />Trial: The consumer tries the innovation to improve his or her estimate of its value<br />Adoption : The consumer decides to make full and regular us of the innovation<br />Explanation of Concept<br />
  32. 32. 6. What is the right step of the Consumer-Adoption Process?<br />Answer<br />Awareness->Interest->Evaluation->trial->Adoption<br />Adoption ->Awareness->Interest->Evaluation->trial<br />Interest->Evaluation-> Awareness-> trial->Adoption<br />Interest-> Awareness->Evaluation->trial->Adoption<br />Awareness->trial->Interest->Evaluation-> Adoption<br />
  33. 33. Question<br />7. Which statement is Not correct in Marketing Strategy Development?<br />Marketing strategy is a three-part plan for introducing new-product in the market.<br />Marketing strategy should outline the planned price, distribution strategy, and marketing budget for the first year.<br />Marketing strategy describes the long-run sales and profit goals.<br />Marketing strategy does not consider the target market’s size, structure, and behavior.<br />None of the above<br /> leareyes.blogspot.com<br />
  34. 34. Concept<br />THREE-PART PLAN MARKETING STRATEGY DEVELOPMENT<br />First Part<br />Describes the target market’s size, structure, and behavior.<br />Outlines the planned price, distribution strategy, and marketing budget for the first year.<br />Describes the long-run sales and profits goals and marketing-mix strategy over time.<br />Second Part<br />Third Part<br /> leareyes.blogspot.com<br /> leareyes.blogspot.com<br />
  35. 35. MARKETING STRATEGY DEVELOPMENT!<br />Marketing Strategy is a three-part plan for introducing new-product in the market.<br />After the company has segmented the market, chosen its target customers and identified their needs, next is to determine its desired marketing position.<br />After the concept test, comes the introduction of the new product into the market with the 3 part marketing plan.<br />Explanation of Concept<br /> leareyes.blogspot.com<br />
  36. 36. Marketing strategy is a three-part plan for introducing new-product in the market.<br />Marketing strategy should outline the planned price, distribution strategy, and marketing budget for the first year.<br />Marketing strategy describes the long-run sales and profit goals.<br />Marketing strategy does not consider the target market’s size, structure, and behavior.<br />None of the above<br />7. Which statement is not true in Marketing Strategy Development?<br />Answer<br /> leareyes.blogspot.com<br />
  37. 37. 8. Which is NOT related to the Creativity Techniques?<br />Attribute listing<br />Morphological analysis<br />New contexts<br />Mind mapping<br />Flexible relationships<br />Question<br />
  38. 38. Definition of the Creativity techniques<br />Creativity techniques are methods that encourage creative actions, whether in the arts or sciences. They focus on a variety of aspects of creativity, including techniques for idea generation and divergent thinking, methods of re-framing problems, changes in the affective environment and so on. They can be used as part of problem solving, artistic expression, or therapy. <br />Concept<br />
  39. 39. List of the Creativity techniques<br />Attribute listing: List the attributes of an object<br />Forced relationships: List several ideas and consider each in relation to each other idea<br />Morphological analysis: By listing every possible combination, you can generate many new solutions<br />New contexts: Take familiar processes<br />Mind mapping: Start with a thought<br />Explanation of Concept<br />
  40. 40. 8. Which is NOT related to the Creativity Techniques?<br />Attribute listing<br />Morphological analysis<br />New contexts<br />Mind mapping<br />Flexible relationships<br />Answer<br />
  41. 41. Early Adopters<br />Late Adopters<br />Early Majority<br />Late majority<br />Laggards<br />9. Which is NOT included the Time of Adoption of Innovations?<br />Question<br />
  42. 42. Factors Influencing the Adoption process<br />Differences in individual readiness to try new products<br />The Effect of personal influence<br />Differing rates of adoption <br />Differences in organizations’ readiness to try new products<br />Concept<br />
  43. 43. Time of Adoption of Innovations<br />Innovators<br />Early Adopters<br />Early majority<br />Late majority<br />Laggards<br />Explanation of Concept<br />
  44. 44. Early Adopters<br />Late Adopters<br />Early Majority<br />Late majority<br />Laggards<br />9. Which is NOT included the Time of Adoption of Innovations?<br />Answer<br />
  45. 45. 10. Which is not related with Commercialization?<br />When<br />Where<br />To whom<br />How<br />Why<br />Question<br />
  46. 46. Definition of Commercialization<br />Commercialization is the process or cycle of introducing a new product into the market. The actual launch of a new product is the final stage of new product development, and the one where the most money will have to be spent for advertising, sales promotion, and other marketing efforts.<br />Concept<br />
  47. 47. The factors of Commercialization<br />When: In commercializing a new product, market-entry timing is critical.<br />Where: The company must decide to launch the new product.<br />To whom: The company must target its initial distribution and promotion to the best prospect groups.<br />How: The company must develop an action plan for introducing the new product.<br />Explanation of Concept<br />
  48. 48. 10. Which is not related with Commercialization?<br />When<br />Where<br />To whom<br />How<br />Why<br />Answer<br />
  49. 49. TOP 10 Learning Questions for<br />Chapter 20: Introducing New Market offerings<br />Kim<br />Dec/23/2010<br />

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