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Marketing<br />Stephan Langdon, MBA, M Ed<br />
Chapter Nine<br />
New-Product Development and Product Life-Cycle Strategies<br />New-Product Development Strategy<br />New-Product Developme...
New-Product Development Strategy<br />Acquisition refers to the buying of a whole company, a patent, or a license to produ...
New-Product DevelopmentReasons for new product failure<br />
Which of the following is not a reason that a new product might fail?<br />The product is priced too high.<br />The produc...
Which of the following is not a reason that a new product might fail?<br />The product is priced too high.<br />The produc...
New-Product Development Process<br />Major Stages in New-Product Development<br />
New-Product Development Process<br />Idea generation is the systematic search for new-product ideas<br />Sources of new-pr...
New-Product Development Process<br />Idea Generation<br />Internal sources refer to the company’s own formal research and ...
Which of the following is not a good external source of ideas?<br />Customers<br />The R&D department<br />Suppliers <br /...
Which of the following is not a good external source of ideas?<br />Customers<br />The R&D department<br />Suppliers <br /...
New-Product Development Process<br />Identify good ideas and drop poor ideas <br />R-W-W Screening Framework:<br />Is it r...
New-Product Development Process<br />Concept Development and Testing<br />Product idea is an idea for a possible product t...
New-Product Development Process<br />Concept testing refers to testing new-product concepts with groups of target consumer...
New-Product Development Process<br />Marketing strategy development refers to the initial marketing strategy for introduci...
New-Product Development Process<br />Business analysis involves a review of the sales, costs, and profit projections to fi...
New-Product Development Process<br />Marketing Strategy Development<br />Product development involves the creation and tes...
New-Product Development Process<br />Marketing Strategy Development<br />Test marketing is the stage at which the product ...
________ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satis...
________ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satis...
When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this i...
When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this i...
New-Product Development Process<br />Types of Test Markets<br />
Which of the following is not a form of test marketing?<br />Standard test markets<br />Controlled test markets<br />Simul...
Which of the following is not a form of test marketing?<br />Standard test markets<br />Controlled test markets<br />Simul...
Some of the drawbacks of ________ test markets are that they can be very costly, and they can give competitors a chance to...
Some of the drawbacks of ________ test markets are that they can be very costly, and they can give competitors a chance to...
New-Product Development Process<br />Advantages of simulated test markets<br />Less expensive than other test methods<br /...
New-Product Development Process<br />Marketing Strategy Development<br />
New-Product Development Process<br />Commercialization is the introduction <br />of the new product<br />When to launch<br...
The systematic search for new-product ideas is called ________.<br />idea generation<br />idea search<br />idea screening ...
The systematic search for new-product ideas is called ________.<br />idea generation<br />idea search<br />idea screening ...
Once the new product ideas have been screened, the next step in the new product development process is ________.<br />mark...
Once the new product ideas have been screened, the next step in the new product development process is ________.<br />mark...
The final stage in new product development is referred to as ________.<br />new product penetration<br />commercialization...
The final stage in new product development is referred to as ________.<br />new product penetration<br />commercialization...
Managing New-Product Development<br />Successful new-product development should be:<br />Customer centered<br />Team cente...
Managing New-Product Development<br />Customer-centered new product development focuses on finding new ways to solve custo...
Managing New-Product Development<br />Sequential new-product development is a development approach where company departmen...
Managing New-Product Development<br />Team-based new-product development is a development approach where company departmen...
Managing New-Product Development<br />Systematic new-product development is an innovative development approach that collec...
Product Life-Cycle Strategies<br />Product Life Cycle<br />
Product Life-Cycle Strategies<br />Product development <br />Sales are zero and investment costs mount<br />Introduction <...
Which of the following is not a stage in the product life cycle (PLC)?<br />Idea screening<br />Growth<br />Maturity<br />...
Which of the following is not a stage in the product life cycle (PLC)?<br />Idea screening<br />Growth<br />Maturity<br />...
Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by...
Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by...
Product Life-Cycle Strategies<br />Fads are temporary periods of unusually high sales driven by consumer enthusiasm and im...
Product Life-Cycle Strategies<br />
________ tend to grow slowly, remain popular for a while, and then decline slowly.<br />Fads<br />Styles<br />Fashions<br ...
________ tend to grow slowly, remain popular for a while, and then decline slowly.<br />Fads<br />Styles<br />Fashions<br ...
Product Life-Cycle Strategies<br />Slow sales growth<br />Little or no profit<br />High distribution and promotion expense...
Product Life-Cycle Strategies<br />Sales increase<br />New competitors enter the market<br />Price stability or decline to...
Product Life-Cycle Strategies<br />Slowdown in sales<br />Many suppliers<br />Substitute products<br />Overcapacity leads ...
Product Life-Cycle Strategies<br />Market modifying<br />Product modifying<br />Marketing mix modifying<br />Maturity Stag...
Product Life-Cycle Strategies<br />Maintain the product<br />Harvest the product<br />Drop the product<br />Decline Stage<...
In the ________ stage, sales start climbing quickly and competition often enters the market.<br />introduction <br />growt...
In the ________ stage, sales start climbing quickly and competition often enters the market.<br />introduction<br />growth...
Product Life-Cycle Strategies<br />Summary of Product Life Cycle<br />
Additional Product and Service Considerations<br />Public policy and regulations regarding developing and dropping product...
Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to ...
Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to ...
Additional Product and Service Considerations<br />International Product and <br />Service Marketing—Challenges<br />Deter...
Marketing<br />Stephan Langdon, MBA, M Ed<br />
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2011.09 marketing principles

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  • Note to InstructorNew products are important—to both customers and the marketers who serve them. For companies, new products are a key source of growth. For customers, they bring new solutions and variety to their lives. Yet, innovation can be very expensive and very risky. New products face tough odds. According to one estimate, 90 percent of all new products in America fail. Each year, companies lose an estimated $20 billion to $30 billion on failed food products alone.
  • Note to InstructorIf you are running a marketing plan project in your class, this is a good time to ask why their project ideas might fail in the real market. You can then ask what they plan to do to prevent failure.
  • Note to InstructorDiscussion QuestionIn groups of four come up with one ideas for a new products. It might be helpful if you assign each group a category including kitchen products, office supplies, laptop accessories, dessert products, bathroom accessories, children’s toys, baby products, etc. Students will realize this is very difficult.
  • Note to InstructorIt is not difficult to find examples of companies that are running contests where they ask consumers to send in ideas for new products. Dorito’s recently asked consumers to come up with a new flavor and new advertising. The Classic Mini Cooper brand was running Mini Mania’s the “Awesome New Product” Idea Contest. The grand prize winner received a 25 percent off promo code! Two second place winners will receive 15 percent off promo codes.
  • Note to InstructorThis Web link ties to a concept testing survey at Questionpro. It is helpful to point out to students that there are many online Web survey sites, which offer free surveys for market research. In this example, they supply a template for concept testing.
  • Note to InstructorMany companies use their employees for product testing. Students might have worked at various consumer packaged goods companies, perhaps Quaker Oats, where they had to test cereal every day at lunch. The text gives the example:At Gillette, almost everyone gets involved in new-product testing. Every working day at Gillette, 200 volunteers from various departments come to work unshaven, troop to the second floor of the company’s gritty South Boston plant, and enter small booths with a sink and mirror. There they take instructions from technicians on the other side of a small window as to which razor, shaving cream, or aftershave to use. The volunteers evaluate razors for sharpness of blade, smoothness of glide, and ease of handling. In a nearby shower room, women perform the same ritual on their legs, underarms, and what the company delicately refers to as the “bikini area.” “We bleed so you’ll get a good shave at home,” says one Gillette employee.
  • Note to InstructorHere is a list of the top 10 test markets1. ALBANY—SCHENECTADY—TROY, NY2. ROCHESTER, NY3. GREENSBORO—WINSTON—SALEM—-HIGH POINT, NC4. BIRMINGHAM, AL5. SYRACUSE, NY6. CHARLOTTE—GASTONIA—ROCK HILL, NC/SC7. NASHVILLE, TN8. EUGENE—SPRINGFIELD, OR9. WICHITA, KS10. RICHMOND—PETERSBURG, VASource: Acxiom Corp., June 2004
  • Note to InstructorStandard test markets are small representative markets where the firm conducts a full marketing campaign and uses store audits, consumer and distributor surveys, and other measures to gauge product performance. Results are used to forecast national sales and profits, discover product problems, and fine-tune the marketing program.Controlled test markets are panels of stores that have agreed to carry new products for a fee. In general they are less expensive than standard test market, faster than standard test markets, but competitors gain access to the new product. Simulated test markets are events where the firm will create a shopping environment and note how many consumers buy the new product and competing products. Provides measure of trial and the effectiveness of promotion. Researchers can interview consumers.
  • Note to InstructorThis Web link takes you to Decision Insight—a company involved with online market testing. You can click at many examples they offer of clients as well as their virtual shopping testing products.
  • Note to InstructorDiscussion QuestionName a product at each stage of the PLC.This concept is very new to students. See if they can identify products or product categories that are in each stage of the model. Introduction might include online movie viewing software, growth might include MP3 players, maturity might include bottled water, and decline could include soda (actually in a decline) or videotape players.
  • Note to InstructorStyle is a basic and distinctive mode of expression.Fashion is a currently accepted popular style in a given field.
  • Note to InstructorCars are very mature products so companies are always coming up with new models and features. This is a link to a very funny YouTube ad about a new car product.
  • Note to InstructorThis link is for 1000 Uses of Glad Web site. It is described below, and in the book, as a way to modify the product. In modifying the market, the company tries to increase the consumption of the current product. It may look for new users and new market segments. The manager may also look for ways to increase usage among present customers. The company might also try modifying the product—changingcharacteristics such as quality, features, style, or packaging to attract new users and to inspire more usage. It can improve the product’s styling and attractiveness. It might improve the product’s quality and performance—its durability, reliability, speed, taste.
  • Transcript of "2011.09 marketing principles"

    1. 1. Marketing<br />Stephan Langdon, MBA, M Ed<br />
    2. 2. Chapter Nine<br />
    3. 3. New-Product Development and Product Life-Cycle Strategies<br />New-Product Development Strategy<br />New-Product Development Process<br />Managing New-Product Development<br />Product Life-Cycle Strategies<br />Additional Product and Service Considerations<br />Topic Outline<br />
    4. 4. New-Product Development Strategy<br />Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product<br />New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development<br />Two ways to obtain new products<br />
    5. 5. New-Product DevelopmentReasons for new product failure<br />
    6. 6. Which of the following is not a reason that a new product might fail?<br />The product is priced too high.<br />The product is poorly designed.<br />The estimated market for the product is too large.<br />All of the above are reasons that a new product might fail.<br />
    7. 7. Which of the following is not a reason that a new product might fail?<br />The product is priced too high.<br />The product is poorly designed.<br />The estimated market for the product is too large.<br />All of the above are reasons that a new product might fail.<br />
    8. 8. New-Product Development Process<br />Major Stages in New-Product Development<br />
    9. 9. New-Product Development Process<br />Idea generation is the systematic search for new-product ideas<br />Sources of new-product ideas<br />Internal <br />External<br />Idea Generation<br />
    10. 10. New-Product Development Process<br />Idea Generation<br />Internal sources refer to the company’s own formal research and development, management and staff, and intrapreneurial programs<br />External sources refer to sources outside the company such as customers, competitors, distributors, suppliers, and outside design firms<br />
    11. 11. Which of the following is not a good external source of ideas?<br />Customers<br />The R&D department<br />Suppliers <br />Competitors<br />
    12. 12. Which of the following is not a good external source of ideas?<br />Customers<br />The R&D department<br />Suppliers <br />Competitors<br />
    13. 13. New-Product Development Process<br />Identify good ideas and drop poor ideas <br />R-W-W Screening Framework:<br />Is it real?<br />Can we win?<br />Is it worth doing?<br />Idea Screening<br />
    14. 14. New-Product Development Process<br />Concept Development and Testing<br />Product idea is an idea for a possible product that the company can see itself offering to the market<br />Product concept is a detailed version of the idea stated in meaningful consumer terms<br />Product image is the way consumers perceive an actual or potential product<br />
    15. 15. New-Product Development Process<br />Concept testing refers to testing new-product concepts with groups of target consumers<br />Concept Development and Testing<br />
    16. 16. New-Product Development Process<br />Marketing strategy development refers to the initial marketing strategy for introducing the product to the market<br />Marketing strategy statement includes:<br />Description of the target market<br />Value proposition<br />Sales and profit goals<br />Marketing Strategy Development<br />
    17. 17. New-Product Development Process<br />Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy the company’s objectives<br />Marketing Strategy Development<br />
    18. 18. New-Product Development Process<br />Marketing Strategy Development<br />Product development involves the creation and testing of one or more physical versions by the R&D or engineering departments<br />Requires an increase in investment<br />
    19. 19. New-Product Development Process<br />Marketing Strategy Development<br />Test marketing is the stage at which the product and marketing program are introduced into more realistic marketing settings<br />Provides the marketer with experience in testing the product and entire marketing program before full introduction<br />
    20. 20. ________ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.<br />Market strategy development<br />Product development<br />Business analysis<br />Forecasting <br />
    21. 21. ________ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.<br />Market strategy development<br />Product development<br />Business analysis<br />Forecasting <br />
    22. 22. When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this is referred to as ___________.<br />market strategy<br />product development<br />business analysis<br />commercialization<br />
    23. 23. When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this is referred to as ___________.<br />market strategy<br />product development<br />business analysis<br />commercialization<br />
    24. 24. New-Product Development Process<br />Types of Test Markets<br />
    25. 25. Which of the following is not a form of test marketing?<br />Standard test markets<br />Controlled test markets<br />Simulated test markets<br />Perceptual test markets<br />
    26. 26. Which of the following is not a form of test marketing?<br />Standard test markets<br />Controlled test markets<br />Simulated test markets<br />Perceptual test markets<br />
    27. 27. Some of the drawbacks of ________ test markets are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.<br />standard<br />controlled <br />simulated<br />Internet<br />
    28. 28. Some of the drawbacks of ________ test markets are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.<br />standard<br />controlled<br />simulated <br />Internet<br />
    29. 29. New-Product Development Process<br />Advantages of simulated test markets<br />Less expensive than other test methods<br />Faster<br />Restricts access by competitors<br />Disadvantages<br />Not considered as reliable and accurate due to the controlled setting<br />Marketing Strategy Development<br />
    30. 30. New-Product Development Process<br />Marketing Strategy Development<br />
    31. 31. New-Product Development Process<br />Commercialization is the introduction <br />of the new product<br />When to launch<br />Where to launch<br />Planned market <br /> rollout<br />Marketing Strategy Development<br />
    32. 32. The systematic search for new-product ideas is called ________.<br />idea generation<br />idea search<br />idea screening <br />concept development <br />
    33. 33. The systematic search for new-product ideas is called ________.<br />idea generation<br />idea search<br />idea screening <br />concept development <br />
    34. 34. Once the new product ideas have been screened, the next step in the new product development process is ________.<br />marketing strategy<br />concept development and testing<br />product development<br />none of the above<br />
    35. 35. Once the new product ideas have been screened, the next step in the new product development process is ________.<br />marketing strategy<br />concept development and testing<br />product development<br />none of the above<br />
    36. 36. The final stage in new product development is referred to as ________.<br />new product penetration<br />commercialization<br />consumer initiation<br />idea screened <br />
    37. 37. The final stage in new product development is referred to as ________.<br />new product penetration<br />commercialization<br />consumer initiation<br />idea screened <br />
    38. 38. Managing New-Product Development<br />Successful new-product development should be:<br />Customer centered<br />Team centered<br />Systematic<br />
    39. 39. Managing New-Product Development<br />Customer-centered new product development focuses on finding new ways to solve customer problems and create more customer satisfying experiences<br />Begins and ends with solving customer problems<br />New-Product Development Strategies<br />
    40. 40. Managing New-Product Development<br />Sequential new-product development is a development approach where company departments work closely together individually to complete each stage of the process before passing it along to the next department or stage<br />Increased control in risky or complex projects<br />Slow<br />New-Product Development Strategies<br />
    41. 41. Managing New-Product Development<br />Team-based new-product development is a development approach where company departments work closely together in cross-functional teams, overlapping in the product-development process to save time and increase effectiveness<br />New-Product Development Strategies<br />
    42. 42. Managing New-Product Development<br />Systematic new-product development is an innovative development approach that collects, reviews, evaluates, and manages new-product ideas<br />Creates an innovation-oriented culture<br />Yields a large number of new-product ideas<br />New-Product Development Strategies<br />
    43. 43. Product Life-Cycle Strategies<br />Product Life Cycle<br />
    44. 44. Product Life-Cycle Strategies<br />Product development <br />Sales are zero and investment costs mount<br />Introduction <br />Slow sales growth and profits are nonexistent <br />Growth<br />Rapid market acceptance and increasing profits.<br />Maturity <br />Slowdown in sales growth and profits level off or decline<br />Decline<br />Sales fall off and profits drop<br />
    45. 45. Which of the following is not a stage in the product life cycle (PLC)?<br />Idea screening<br />Growth<br />Maturity<br />Decline<br />
    46. 46. Which of the following is not a stage in the product life cycle (PLC)?<br />Idea screening<br />Growth<br />Maturity<br />Decline<br />
    47. 47. Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by most of its potential buyers?<br />Introduction <br />Growth <br />Maturity <br />Decline <br />
    48. 48. Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by most of its potential buyers?<br />Introduction<br />Growth<br />Maturity <br />Decline<br />
    49. 49. Product Life-Cycle Strategies<br />Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity<br />
    50. 50. Product Life-Cycle Strategies<br />
    51. 51. ________ tend to grow slowly, remain popular for a while, and then decline slowly.<br />Fads<br />Styles<br />Fashions<br />Designs<br />
    52. 52. ________ tend to grow slowly, remain popular for a while, and then decline slowly.<br />Fads<br />Styles<br />Fashions<br />Designs<br />
    53. 53. Product Life-Cycle Strategies<br />Slow sales growth<br />Little or no profit<br />High distribution and promotion expense<br />Introduction Stage<br />
    54. 54. Product Life-Cycle Strategies<br />Sales increase<br />New competitors enter the market<br />Price stability or decline to increase volume<br />Consumer education <br />Profits increase<br />Promotion and manufacturing costs gain economies of scale<br />Growth Stage<br />
    55. 55. Product Life-Cycle Strategies<br />Slowdown in sales<br />Many suppliers<br />Substitute products<br />Overcapacity leads to competition<br />Increased promotion and R&D to support sales and profits<br />Maturity Stage<br />
    56. 56. Product Life-Cycle Strategies<br />Market modifying<br />Product modifying<br />Marketing mix modifying<br />Maturity Stage Modifying Strategies<br />
    57. 57. Product Life-Cycle Strategies<br />Maintain the product<br />Harvest the product<br />Drop the product<br />Decline Stage<br />
    58. 58. In the ________ stage, sales start climbing quickly and competition often enters the market.<br />introduction <br />growth <br />maturity <br />decline<br />
    59. 59. In the ________ stage, sales start climbing quickly and competition often enters the market.<br />introduction<br />growth<br />maturity<br />decline<br />
    60. 60. Product Life-Cycle Strategies<br />Summary of Product Life Cycle<br />
    61. 61. Additional Product and Service Considerations<br />Public policy and regulations regarding developing and dropping products, patents, quality, and safety<br />Product Decisions and Social Responsibility<br />
    62. 62. Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to as ________.<br />social responsibility<br />positioning<br />marketing mix<br />commercialization<br />
    63. 63. Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to as ________.<br />social responsibility<br />positioning<br />marketing mix<br />commercialization<br />
    64. 64. Additional Product and Service Considerations<br />International Product and <br />Service Marketing—Challenges<br />Determining what products and services to introduce in which countries<br />Standardization versus customization<br />Packaging and labeling <br />Customs, values, laws<br />
    65. 65. Marketing<br />Stephan Langdon, MBA, M Ed<br />
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