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    Markmach20 Markmach20 Presentation Transcript

    • TEN CONCEPTS ON KOTLER AND KELLER’S Chapter 20: Introducing New Market offerings Nepthalie D. Pasiliao
    • 1. Which does not belong to the Categories of New Products?
      • New-to-the-world
      • New partners
      • New product lines
      • Improvements
      • Cost reductions
      Question
    • Categories of New Products New-to-the-world Cost reductions New product lines Additions Improvements Repositionings Concept
      • 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.
      • New Partners is NOT involved to the Categories of New Products.
      Explanation of Concept
    • 1. Which does not belong to the Categories of New Products?
      • New-to-the-world
      • New partners
      • New product lines
      • Improvements
      • Cost reductions
      Answer
    • 2. Which does not cause the Market/Marketing failure?
      • No clear product differentiation
      • Poor positioning
      • Misunderstanding of customer needs
      • Small size of the potential market
      • Late in the market
      Question
    • Causes of New-Product failure
      • Market/marketing failure
      • Financial failure
      • Timing failure
      • Technical failure
      • Organizational failure
      • Environmental failure
      Concept
    • The factors of Market/marketing failure
      • A to D are the reason of Market/marketing failure.
      • Late in the market is the reason of timing failure not Market/marketing failure.
      • Reference: Text book P.611
      Explanation of Concept
    • 2. Which does not cause the Market/Marketing failure?
      • No clear product differentiation
      • Poor positioning
      • Misunderstanding of customer needs
      • Small size of the potential market
      • Late in the market
      Answer
    • 3. One of the following is not a stage in new- product development process?
      • Business analysis
      • Product development
      • Mass customization
      • Market testing
      • Commercialization
      Question
    • New Product Development Decision Process Concept Commercialization Business Analysis Product Development Marketing Testing Idea Generation Idea Screening Concept Development and Testing
    • New Product Development Decision Process
      • Idea Generation – is the idea worth considering?
      • Idea Screening – is the product idea compatible with company objectives, strategies, and resources?
      • Concept development and testing – can we find a good concept consumers say they would try?
      • Marketing strategy development – can we find a cost-effective, affordable marketing strategy?
      • Business analysis – will this product meet our profit goal?
      • Product development – have we got a technically and commercially sound product?
      • Market testing – have product sales meet expectations?
      • Commercialization – are product sales meeting expectations?
      Explanation of Concept
    • 3. One of the following is not a stage in new- product development process?
      • Business analysis
      • Product development
      • Mass customization
      • Market testing
      • Commercialization
      Answer
    • 4. What is the individual’s decision to become a regular user of a product?
      • Awareness
      • Adoption
      • Evaluation
      • Test
      • Interest
      Question
    • The Consumer-Adoption Process
      • Adoption – is an individual’s decision to become a regular user of a product.
      • After which, the adopters of new products move trough the 5 stages in adoption process.
      • An innovation is any good, service, or idea that someone perceives as new, no matter
      • how long its history.
      Concept
    • Stage in the Consumer-Adoption Process Evaluation Trial Adoption Explanation of Concept Awareness Interest
    • 4. What is the individual’s decision to become a regular user of a product?
      • Awareness
      • Adoption
      • Evaluation
      • Test
      • Interest
      Answer
    • 5. What is NOT in the Concept Development?
      • Product idea
      • Mapping
      • Category concept
      • Brand concept
      • Concept testing
      Answer Question
    • Concepts in Concept Development
      • 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.
      • Concept Development: This is a product idea, but consumers don’t buy product ideas; they buy product concepts.
      Concept
    • Concepts in Concept Development
      • Product idea
      • Product concept
      • Category concept
      • Brand concept
      • Concept testing
      Explanation of Concept
    • 5. What is NOT in the Concept Development?
      • Product idea
      • Mapping
      • Category concept
      • Brand concept
      • Concept testing
      Answer
    • 6. What is the right step of the Consumer-Adoption Process?
      • Interest->Evaluation-> Awareness-> trial->Adoption
      • Interest-> Awareness->Evaluation->trial->Adoption
      • Awareness->Interest->Evaluation->trial->Adoption
      • Awareness->trial->Interest->Evaluation-> Adoption
      • Adoption ->Awareness->Interest->Evaluation->trial
      Question
    • The Consumer-Adoption Process
      • Adoption: An individual’s decision to become a regular use of a product.
      • The consumer-adoption process is followed by the consumer-loyalty process, which is the concern of the established producer.
      Concept
    • Adopters of new products move through 5 stages
      • Awareness: The consumer becomes aware of the innovation but lacks information about it
      • Interest: The consumer is stimulated to seek information about the innovation
      • Evaluation: The consumer considers whether to try the innovation
      • Trial: The consumer tries the innovation to improve his or her estimate of its value
      • Adoption : The consumer decides to make full and regular us of the innovation
      Explanation of Concept
    • 6. What is the right step of the Consumer-Adoption Process?
      • Interest->Evaluation-> Awareness-> trial->Adoption
      • Interest-> Awareness->Evaluation->trial->Adoption
      • Awareness->Interest->Evaluation->trial->Adoption
      • Awareness->trial->Interest->Evaluation-> Adoption
      • Adoption ->Awareness->Interest->Evaluation->trial
      Answer
    • 7. Which statement is Not correct in Marketing Strategy Development?
      • Marketing strategy is a three-part plan for introducing new-product in the market.
      • Marketing strategy should outline the planned price, distribution strategy, and marketing budget for the first year.
      • Marketing strategy describes the long-run sales and profit goals.
      • Marketing strategy does not consider the target market’s size, structure, and behavior.
      • None of the above
      Question
    • Describes the target market’s size, structure, and behavior. Outlines the planned price, distribution strategy, and marketing budget for the first year . Describes the long-run sales and profits goals and marketing-mix strategy over time . Concept THREE-PART PLAN MARKETING STRATEGY DEVELOPMENT First Part Second Part Third Part
    • MARKETING STRATEGY DEVELOPMENT!
      • Marketing Strategy is a three-part plan for introducing new-product in the market.
      • After the company has segmented the market, chosen its target customers and identified their needs, next is to determine its desired marketing position.
      • After the concept test, comes the introduction of the new product into the market with the 3 part marketing plan.
      Explanation of Concept
      • Marketing strategy is a three-part plan for introducing new-product in the market.
      • Marketing strategy should outline the planned price, distribution strategy, and marketing budget for the first year.
      • Marketing strategy describes the long-run sales and profit goals.
      • Marketing strategy does not consider the target market’s size, structure, and behavior.
      • None of the above
      7. Which statement is not true in Marketing Strategy Development? Answer
    • 8. Which is NOT related to the Creativity Techniques?
      • Attribute listing
      • Mind mapping
      • New contexts
      • Morphological analysis
      • None of the above
      Question
    • Definition of the Creativity techniques
      • 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.
      Concept
    • List of the Creativity techniques
      • Attribute listing: List the attributes of an object
      • Forced relationships: List several ideas and consider each in relation to each other idea
      • Morphological analysis: By listing every possible combination, you can generate many new solutions
      • New contexts: Take familiar processes
      • Mind mapping: Start with a thought
      Explanation of Concept
    • 8. Which is NOT related to the Creativity Techniques?
      • Attribute listing
      • Mind mapping
      • New contexts
      • Morphological analysis
      • None of the above
      Answer
      • Early Adopters
      • Late Adopters
      • Early Majority
      • Late majority
      • Laggards
      9. Which is NOT included the Time of Adoption of Innovations? Question
    • Factors Influencing the Adoption process
      • Differences in individual readiness to try new products
      • The Effect of personal influence
      • Differing rates of adoption
      • Differences in organizations’ readiness to try new products
      Concept
    • Time of Adoption of Innovations
      • Innovators
      • Early Adopters
      • Early majority
      • Late majority
      • Laggards
      Explanation of Concept
      • Early Adopters
      • Late Adopters
      • Early Majority
      • Late majority
      • Laggards
      9. Which is NOT included the Time of Adoption of Innovations? Answer
    • 10. Which is not related with Commercialization?
      • When
      • Where
      • To whom
      • How
      • What
      Question
    • Definition of Commercialization
      • 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.
      Concept
    • The factors of Commercialization
      • When: In commercializing a new product, market-entry timing is critical.
      • Where: The company must decide to launch the new product.
      • To whom: The company must target its initial distribution and promotion to the best prospect groups.
      • How: The company must develop an action plan for introducing the new product.
      Explanation of Concept
    • 10. Which is not related with Commercialization?
      • When
      • Where
      • To whom
      • How
      • What
      Answer
    • TOP 10 Learning Questions for Chapter 20: Introducing New Market offerings Nepthalie D. Pasiliao