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Transcript

  • 1. Marketing Management, 12/e A South Asian Perspective 20 Introducing New Market Offerings
  • 2. Chapter Questions
    • What challenges does a company face in developing new products?
    • What organizational structures are used to manage new-product development?
    • What are the main stages in developing new products?
    • What is the best way to set up the new-product development process?
    • What factors affect the rate of diffusion and consumer adoption of newly launched products?
  • 3. Categories of New Products
    • New-to-the-world
    • New product lines
    • Additions to product lines
    • Improvements to products
    • Repositionings
    • Cost reductions
  • 4. Factors That Limit New Product Development
    • Shortage of ideas
    • Fragmented markets
    • Social and governmental constraints
    • Cost of development
    • Capital shortages
    • Faster required development time
    • Shorter product life cycles
  • 5. Venture Team Cross-functional group charged with developing a specific product or business; Intrapreneurs are relieved of other duties and provided a budget and time frame.
  • 6. Criteria for Staffing Venture Teams
    • Desired team leadership style
    • Desired level of leader expertise
    • Team member skills and expertise
    • Level of interest in concept
    • Potential for personal reward
    • Diversity of team members
  • 7. Idea Generation: Creativity Techniques
    • Attribute listing
    • Forced relationships
    • Morphological analysis
    • Reverse assumption analysis
    • New contexts
    • Mind mapping
  • 8. Variations on Failure
    • Absolute product failure
    • Partial product failure
    • Relative product failure
  • 9. Concepts in Concept Development
    • Product idea
    • Product concept
    • Category concept
    • Brand concept
    • Concept testing
  • 10. Concept Testing
    • Communicability and believability
    • Need level
    • Gap level
    • Perceived value
    • Purchase intention
    • User targets, purchase occasions, purchasing frequency
  • 11. Marketing Strategy
    • Target market’s size, structure, and behavior
    • Planned price, distribution, and promotion for Year 1
    • Long-run sales and profit goals and marketing-mix strategy over time
  • 12. Product Development
    • Quality function deployment (QFD)
      • Customer attributes
      • Engineering attributes
  • 13. Prototype Testing
    • Alpha testing
    • Beta testing
      • Rank-order method
      • Paired-comparison method
      • Monadic-rating method
    • Market testing
  • 14. Consumer Goods Market Testing
    • Sales-Wave Research
    • Simulated Test Marketing
    • Controlled Test Marketing
    • Test Markets
  • 15. Test Market Decisions
    • How many test cities?
    • Which cities?
    • Length of test?
    • What information?
    • What action to take?
  • 16. Timing of Market Entry
    • First entry
    • Parallel entry
    • Late entry
  • 17. Criteria for Choosing Rollout Markets
    • Market potential
    • Company’s local reputation
    • Cost of filling pipeline
    • Cost of communication media
  • 18. Consumer-Adoption Process Adoption is an individual’s decision to become a regular user of a product.
  • 19. Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption
  • 20. Adopter Categorization
    • Innovators
    • Early adopters
    • Early majority
    • Late majority
    • Laggards
  • 21. Characteristics of an Innovation
    • Relative advantage
    • Compatibility
    • Complexity
    • Divisibility
    • Communicability

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