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kotler_mm_14e_20_ippt.ppt

  1. 1. 20 Introducing New Market Offerings 1
  2. 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-2 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
  3. 3. What is a Venture Team?  A venture team is a cross-functional group charged with developing a specific product or business. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-3
  4. 4. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-4 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
  5. 5. Figure 20.1 New-Product Development Decision Process Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-5
  6. 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-6 Ways to Find Great New Ideas  Run informal sessions with customers  Allow time off for technical people to putter on pet projects  Make customer brainstorming a part of plant tours  Survey your customers  Undertake “fly on the wall” research to customers
  7. 7. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-7 Drawing Ideas from Customers  Observe customers using product  Ask customers about problems with products  Ask customers about their dream products  Use a customer advisory board or a brand community of enthusiasts to discuss product
  8. 8. Consumer Goods Market Testing  Sales-Wave Research  Simulated Test Marketing  Controlled Test Marketing  Test Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-8
  9. 9. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-9 Test Market Decisions  How many test cities?  Which cities?  Length of test?  What information to collect?  What action to take?
  10. 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-10 What is Adoption? Adoption is an individual’s decision to become a regular user of a product.
  11. 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-11 Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption
  12. 12. Figure 20.7 Adopter Categorization on the Basis of Relative time of Adoption Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-12

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