新产品开发和产品生命周期bilingual

2012-5-151Chapter8NewProductsandProductLifeCycles(PLC)ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-152ContentsA.CategoriesofNewProductsB.TheNew-ProductDevelopmentDecisionProcessC.ThepromotionofnewproductD.ProductLifeCyclesClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-153A.CategoriesofNewProductsClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comCategoriesofNewProductsNew-to-the-worldCostreductionsNewproductlinesImprovementsNewbrandRepositioningsClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15TheNew-ProductDevelopmentDecisionProcessIdeaGenerationProduct-IdeaRatingConceptTestingMarketingStrategy(CommercialAnalysis)(Productdevelopment)TestMarketDecisions(NationalLaunch)ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comTheNew-ProductDevelopmentDecisionProcessClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comFactorsThatLimitNew-ProductDevelopmentShortageofideasFragmentedmarketsSocialandgovernmentalconstraintsCostofdevelopmentCapitalshortagesFasterrequireddevelopmenttimeShorterproductlifecyclesClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comFindingOneSuccessfulNewProductClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comThecauseswhichleadtofailureofnewproductMarketingfailureFinancialfailureOpportunityfailureTechnicalfailureOrganizationfailureEnvironmentfailureClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comquestionWhatisNOTlistedinthetextasareasonproductsfail?a.Toomuchdemand.b.Ignoringormisinterpretingmarketingresearch.c.Ineffectiveadvertising.d.Overestimatingmarketsize.e.Poordesign.5/15/201210ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15Stagesintheadoptionprocess()Awareness()Interest()Evaluation()Trial()Adoption()Thepromotionofnewproduct()ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15PeopleDifferinReadinesstotrynewproductsPersonalinfluenceplaysalargeroleInnovators()Earlyadopters()Earlymajority()Latemajority()Laggards()Characteristicsofproductaffectonrateofadoption()relativeadvantage()Compatibility()Complexity()Divisibility()Communicability()Thefactorswhichinfluenceontheuseofnewproduct()ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comProductLifeCycles(PLC)TheperiodfromemergenceinmarkettodropfrommarketProductshavealimitedlifeProductsalespassthroughdistinctstageseachwithdifferentchallengesandopportunitiesProfitsriseandfallatdifferentstagesProductsrequiredifferentstrategiesineachlifecyclestageClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comSalesandProductLifeCycleClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15introductionstageClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15growthstageClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15maturitystageClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15declinestageClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comquestionThestageofthelifecyclecharacterizedbylowsales,heavypromotion,lowprofit,andminimalcompetitionisthe_________stage.a.introductionb.growthc.repositioningd.maturitye.decline5/15/201219ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comDiscussion:whydodifferentproductshavequitedifferenceinPLCsPLCsisrelativetoclassificationofproducts(PLCsisrelativetocharacteristicsofproductssuchasthespeedoftechniquerenewalandhowfashionedtheproductisPLCsisrelativetoindustrydevelopmentandmarketcompetition()2012-5-1520ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15VariousofProductLifeCyclePatterns()Fashion()Fad()Style()Growth-slump-maturity()Cycle-recycle()Scalloped()ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comVariousofProductLifeCyclePatternsClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.comVariousofProductLifeCyclePatternsClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15JudgmentofPlCsstagesComparison()Salesgrowthrate()Developmentcurve()ClicktobuyNOW!PDF-XChangewww.docu-track.comClicktobuyNOW!PDF-XChangewww.docu-track.com2012-5-15Marketingstrategies:IntroductionStage()Rapidskimming()Highprice,highpromotion()Applicableto()Alargepartofthepotentialmarketisunawareoftheproduct()Thosewhobecomeawareoftheproductareeagertohaveitandcanpaytheaskingprice()Thefirmfacespotentialcompetitionandwantstobuildbran