菲利普科特勒-《市场营销讲义》11

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©2000PrenticeHall©2000PrenticeHallObjectivesChallengesinNewProductDevelopment(NPD)OrganizationalStructure&NPDStages&ManagementofNPDDiffusion&AdoptionofNewProducts管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallWhyNewProductsFail“OverChampioning”OverestimatedDemandPoorDesignPoorMarketingExecutionHighDevelopmentCostsStrongCompetitiveReaction管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallChallengesinNPDIdeaShortageFragmentedMarketsSocial&GovernmentalConstraintsCostCapitalShortageNeedforSpeedShorterProductLifeCycles管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallProbabilityofSuccessProbabilityoftechnicalcompletionOverallprobabilityofsuccess=ProbabilityofcommercializationgiventechnicalcompletionXProbabilityofeconomicsuccessgivencommercializationX管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallConceptDevelopment&Testing1.DevelopProductIdeasintoAlternativeProductConcepts2.ConceptTesting-TesttheProductConceptswithGroupsofTargetCustomers3.ChoosetheBestOne管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallConsumer-GoodsMarketTestingSales-WaveResearchTestofferingtrailtoasampleofconsumersinsuccessiveperiods.SimulatedTestMarketTestinasimulatedshoppingenvironmenttoasampleofconsumers.StandardTestMarketFullmarketingcampaigninasmallnumberofrepresentativecities.ControlledTestMarketAfewstoresthathaveagreedtocarrynewproductsforafee.管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallCommercializationWhenWhereWhomProductPricePlacePromotion管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallCharacteristicsoftheInnovationRateofAdoptionRelativeadvantageCompatibilityComplexityDivisibilityCommunicability管理资源吧(),提供海量管理资料免费下载!

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