77_43515_EA211_2013_1__1_1_kotler13e_crs_09-1 (1).ppt

Chapter 9- slide 1
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter Nine
New-Product Development and
Product Life-Cycle Strategies

Chapter 9- slide 2
New-Product Development and
• New-Product Development
Strategy
• New-Product Development
Process
• Managing New-Product
Development
• Product Life-Cycle Strategies
• Additional Product and Service
Considerations
Topic Outline

Chapter 9- slide 3
New-Product Development Strategy
Acquisition refers to the buying of a whole
company, a patent, or a license to produce
someone else’s product
New product development refers to original
products, product improvements, product
modifications, and new brands developed from
the firm’s own research and development
Two ways to obtain new products

Chapter 9- slide 4
New-Product Development
Reasons for new product failure
Overestimation of market size
Poor design
Incorrect positioning
Wrong timing
Priced too high
Ineffective promotion
Management influence
High development costs
Competition

Chapter 9- slide 5
Which of the following is not a reason that a new
product might fail?
1. The product is priced too high.
2. The product is poorly designed.
3. The estimated market for the product is too large.
4. All of the above are reasons that a new product
might fail.

Chapter 9- slide 6
Which of the following is not a reason that a new
product might fail?
1. The product is priced too high.
2. The product is poorly designed.
3. The estimated market for the product is too large.
4. All of the above are reasons that a new product
might fail.

Chapter 9- slide 7
New-Product Development Process
Major Stages in New-Product Development

Chapter 9- slide 8
Idea generation is the systematic search for
new-product ideas
Sources of new-product ideas
• Internal
• External
Idea Generation

Chapter 9- slide 9
Internal sources refer to the
company’s own formal research
and development, management
and staff, and intrapreneurial
programs
External sources refer to sources
outside the company such as
customers, competitors,
distributors, suppliers, and
outside design firms
Idea Generation

Chapter 9- slide 10
Which of the following is not a good external
source of ideas?
1. Customers
2. The R&D department
3. Suppliers
4. Competitors

Chapter 9- slide 11
Which of the following is not a good external
source of ideas?
1. Customers
2. The R&D department
3. Suppliers
4. Competitors

Chapter 9- slide 12
• Identify good ideas and drop poor ideas
• R-W-W Screening Framework:
– Is it real?
– Can we win?
– Is it worth doing?
Idea Screening

Chapter 9- slide 13
Product idea is an idea for a possible product
that the company can see itself offering
to the market
Product concept is a detailed version of the
idea stated in meaningful consumer
terms
Product image is the way consumers
perceive an actual or potential product
Concept Development and Testing

Chapter 9- slide 14
Concept testing refers to testing new-product
concepts with groups of target consumers
Concept Development and Testing

Chapter 9- slide 15
• Marketing strategy development refers to
the initial marketing strategy for
introducing the product to the market
• Marketing strategy statement includes:
– Description of the target market
– Value proposition
– Sales and profit goals
Marketing Strategy Development

Chapter 9- slide 16
Business analysis involves a review of the
sales, costs, and profit projections to find
out whether they satisfy the company’s
objectives

Chapter 9- slide 17
Product development involves
the creation and testing of
one or more physical
versions by the R&D or
engineering departments
• Requires an increase in
investment

Chapter 9- slide 18
Test marketing is the
stage at which the
product and
marketing program
are introduced into
more realistic
marketing settings
Provides the marketer
with experience in
testing the product
and entire marketing
program before full
introduction

Chapter 9- slide 19
________ 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.
1. Market strategy development
2. Product development
3. Business analysis
4. Forecasting

Chapter 9- slide 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.
1. Market strategy development
2. Product development
3. Business analysis
4. Forecasting

Chapter 9- slide 21
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
___________.
1. market strategy
2. product development
3. business analysis
4. commercialization

Chapter 9- slide 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
___________.
1. market strategy
3. business analysis

Chapter 9- slide 23
Types of Test Markets
Standard test markets
Controlled test markets
Simulated test markets

Chapter 9- slide 24
Which of the following is not a form of test
marketing?
1. Standard test markets
2. Controlled test markets
3. Simulated test markets
4. Perceptual test markets

Chapter 9- slide 25
Which of the following is not a form of test
marketing?
1. Standard test markets
2. Controlled test markets
3. Simulated test markets
4. Perceptual test markets

Chapter 9- slide 26
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.
1. standard
2. controlled
3. simulated
4. Internet

Chapter 9- slide 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.
1. standard
2. controlled
3. simulated
4. Internet

Chapter 9- slide 28
New-Product Development
Process
• Advantages of simulated test markets
– Less expensive than other test methods
– Faster
– Restricts access by competitors
• Disadvantages
– Not considered as reliable and accurate due to
the controlled setting

Chapter 9- slide 29
When firms test
market
• New product
with large
investment
• Uncertainty
about product
or marketing
program
When firms may
not test market
• Simple line
extension
• Copy of
competitor
product
• Low costs
• Management
confidence

Chapter 9- slide 30
Commercialization is the introduction
of the new product
• When to launch
• Where to launch
• Planned market
rollout

Chapter 9- slide 31
The systematic search for new-product ideas is
called ________.
1. idea generation
2. idea search
3. idea screening
4. concept development

Chapter 9- slide 32
The systematic search for new-product ideas is
called ________.
1. idea generation
2. idea search
3. idea screening
4. concept development

Chapter 9- slide 33
Once the new product ideas have been screened,
the next step in the new product development
process is ________.
1. marketing strategy
2. concept development and testing
4. none of the above

Chapter 9- slide 34
Once the new product ideas have been screened,
the next step in the new product development
process is ________.
1. marketing strategy
2. concept development and testing
4. none of the above

Chapter 9- slide 35
The final stage in new product development is
referred to as ________.
1. new product penetration
3. consumer initiation
4. idea screened

Chapter 9- slide 36
The final stage in new product development is
1. new product penetration
3. consumer initiation
4. idea screened

Chapter 9- slide 37
Managing New-Product Development
Successful new-product development should
be:
• Customer centered
• Team centered
• Systematic

Chapter 9- slide 38
Customer-centered new product
development focuses on
finding new ways to solve
customer problems and
create more customer
satisfying experiences
• Begins and ends with solving
customer problems
New-Product Development Strategies

Chapter 9- slide 39
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
• Increased control in risky or complex
projects
• Slow

Chapter 9- slide 40
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

Chapter 9- slide 41
Systematic new-product
development is an
innovative development
approach that collects,
reviews, evaluates, and
manages new-product
ideas
• Creates an innovation-
oriented culture
• Yields a large number of new-
product ideas

Chapter 9- slide 42
Product Life Cycle

Chapter 9- slide 43
• Product development
– Sales are zero and investment costs mount
• Introduction
– Slow sales growth and profits are nonexistent
• Growth
– Rapid market acceptance and increasing profits.
• Maturity
– Slowdown in sales growth and profits level off or
decline
• Decline
– Sales fall off and profits drop

Chapter 9- slide 44
Which of the following is not a stage in the
product life cycle (PLC)?
1. Idea screening
2. Growth
3. Maturity
4. Decline

Chapter 9- slide 45
Which of the following is not a stage in the
product life cycle (PLC)?
1. Idea screening
2. Growth
3. Maturity
4. Decline

Chapter 9- slide 46
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?
1. Introduction
2. Growth
3. Maturity
4. Decline

Chapter 9- slide 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?
1. Introduction
2. Growth
3. Maturity
4. Decline

Chapter 9- slide 48
Fads are temporary
periods of unusually
high sales driven by
consumer
enthusiasm and
immediate product
or brand popularity

Chapter 9- slide 49

Chapter 9- slide 50
________ tend to grow slowly, remain popular for
a while, and then decline slowly.
1. Fads
2. Styles
3. Fashions
4. Designs

Chapter 9- slide 51
________ tend to grow slowly, remain popular for
a while, and then decline slowly.
1. Fads
2. Styles
3. Fashions
4. Designs

Chapter 9- slide 52
• Slow sales growth
• Little or no profit
• High distribution and promotion expense
Introduction Stage

Chapter 9- slide 53
• Sales increase
• New competitors enter the market
• Price stability or decline to increase volume
• Consumer education
• Profits increase
• Promotion and manufacturing costs gain
economies of scale
Growth Stage

Chapter 9- slide 54
• Slowdown in sales
• Many suppliers
• Substitute products
• Overcapacity leads to competition
• Increased promotion and R&D to support
sales and profits
Maturity Stage

Chapter 9- slide 55
• Market modifying
• Product
modifying
• Marketing mix
modifying
Maturity Stage Modifying Strategies

Chapter 9- slide 56
• Maintain the product
• Harvest the product
• Drop the product
Decline Stage

Chapter 9- slide 57
In the ________ stage, sales start climbing quickly
and competition often enters the market.
1. introduction
2. growth
3. maturity
4. decline

Chapter 9- slide 58
In the ________ stage, sales start climbing quickly
and competition often enters the market.
1. introduction
2. growth
3. maturity
4. decline

Chapter 9- slide 59
Summary of Product Life Cycle

Chapter 9- slide 60
Additional Product and Service
Considerations
Public policy and regulations regarding developing
and dropping products, patents, quality, and
safety
Product Decisions and Social
Responsibility

Chapter 9- slide 61
Marketers should consider public policy
issues involving product safety,
environment, and warranties. This is
1. social responsibility
2. positioning
3. marketing mix

Chapter 9- slide 62
Marketers should consider public policy
issues involving product safety,
environment, and warranties. This is
1. social responsibility
2. positioning
3. marketing mix

Chapter 9- slide 63
Additional Product and Service
Considerations
• Determining what products and
services to introduce in which
countries
• Standardization versus
customization
• Packaging and labeling
• Customs, values, laws
International Product and
Service Marketing—Challenges

Chapter 9- slide 64
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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