Chapter 10 - Developing new products and services. After reading chapter 10, you should be able to: Recognize the terms that pertain to products and services, identify the ways to classify consumer and business products, describe four unique elements of services, explain the significance of “newness” and “consumer learning” to new products and services.
Trang 2LO 10-3
LO 10-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO:
LO 10-1 Recognize the various terms that
pertain to products and services.
Identify the ways in which consumer and business products can be
classified.
Explain the significance of “newness”
in new products and services as it relates to the degree of consumer learning involved.
Trang 3LO 10-5
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO:
Trang 4APPLE: THE WORLD-CLASS
NEW-PRODUCT MACHINE
Trang 5APPLE: THE WORLD-CLASS NEW-PRODUCT MACHINE
Apple’s Innovation Machine
iCloud: Where the Digital
Lifestyle is Heading
Trang 6WHAT ARE PRODUCTS AND SERVICES?
A LOOK AT GOODS, SERVICES, AND IDEAS
LO 10-1
• Nondurable Goods
• Durable Goods
Trang 7WHAT ARE PRODUCTS AND SERVICES?
Trang 8FIGURE 10-1 How a consumer product is
classified affects which products consumers
buy and the marketing strategies used
Trang 9WHAT ARE PRODUCTS AND SERVICES?
Trang 10WHAT ARE PRODUCTS AND SERVICES?
CLASSIFYING SERVICES
LO 10-2
Nonprofit Organizations
Trang 11WHAT ARE PRODUCTS AND SERVICES?
PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
LO 10-2
Class
Trang 12WHAT ARE PRODUCTS AND SERVICES?
PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
Trang 14NEW PRODUCTS AND WHY THEY
Trang 15MARKETING MATTERS
Feature Bloat: Geek Squad To The Rescue!
LO 10-3
Trang 16NEW PRODUCTS AND WHY THEY
Trang 17FIGURE 10-2 The degree of “newness” in a
new product affects the amount of learning
effort consumers exert to use the product
Trang 18NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL
WHAT IS A NEW PRODUCT?
LO 10-3
Newness: The Organization’s Perspective
• Product Line Extension
• Jump in Innovation
Trang 19Purina (Fancy Feast) Elegant Medleys
What are the benefits and dangers of
product line extensions?
LO 10-3
Trang 20NEW PRODUCTS AND WHY THEY
Trang 21NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL
WHY PRODUCTS AND SERVICES SUCCEED OR FAIL
LO 10-4
Protocol
FIGURE 10-A What it Takes to Launch a
Commercially Successful New Product
Trang 22FIGURE 10-B What separates new-product
winners and losers
Trang 23NEW PRODUCTS AND WHY THEY
• Insignificant Point of Difference
• Incomplete Market and Product Protocol Before Product Development Starts
• Not Satisfying Customer Needs on Critical Factors
Trang 24NEW PRODUCTS AND WHY THEY
• Poor Execution of the Marketing Mix
• No Economical Access to Buyers
• Poor Product Quality
• Too Little Market Attractiveness
Trang 25NEW PRODUCTS AND WHY THEY
• Avoiding the “NIH” Problem
• Too Little Market Attractiveness
• Encountering “Groupthink” in Task Force and Committee Meetings
Trang 26NEW PRODUCTS AND WHY THEY
• Marketing a Product too Quickly
• Not Listening to the “Voice” of Consumers
• Skipping New-Product Process Stages
• Not Learning from Past Failures
Trang 27Fingo’s and Avert
Why did these products fail?
LO 10-4
Trang 28U.S Auto Makers and Zune
Why did these products fail?
LO 10-4
Trang 29Thirsty Dog/Thirsty Cat and Garlic Cake
Why did these products fail?
LO 10-4
Trang 30Monster in My Room and Life Saver
Why did these products fail?
LO 10-4
Trang 31USING MARKETING DASHBOARDS
Which States are Underperforming?
LO 10-4
Annual Percent Change in Unit Volume by State
Annual % Sales Change = (2013 Sales – 2012 Sales) × 100
Trang 32FIGURE 10-3 Seven stages in the new-product process leading to success
Trang 33THE NEW-PRODUCT PROCESS
STAGE 1: NEW-PRODUCT STRATEGY DEVELOPMENT
LO 10-5
• SWOT Analysis/Scanning Conducted
• Protocol/Strategic Role Defined
• Disruptive Innovation Can Occur
• Stage Gate Process
Trang 34FIGURE 10-C Strategic roles of most
successful new products
Trang 35THE NEW-PRODUCT PROCESS
STAGE 2: IDEA GENERATION
Supplier
Suggestions
Tide Pods Ad
Trang 36THE NEW-PRODUCT PROCESS
STAGE 2: IDEA GENERATION
LO 10-5
• Outside Labs: IDEO
• Industrial Design
Trang 37THE NEW-PRODUCT PROCESS
STAGE 2: IDEA GENERATION
Trang 38THE NEW-PRODUCT PROCESS
STAGE 3: SCREENING AND EVALUATION
Trang 39THE NEW-PRODUCT PROCESS
STAGE 4: BUSINESS ANALYSIS
Trang 40THE NEW-PRODUCT PROCESS
Trang 41MARKETING MATTERS
Netflix’s Wild Roller-Coaster Ride
LO 10-5
Trang 42THE NEW-PRODUCT PROCESS
STAGE 6: MARKET TESTING
LO 10-5
• Simulated Test Markets (STMs)
• Test Marketing
• When Test Markets Don’t Work
• Standard Test Markets
• Controlled Test Markets
Trang 43THE NEW-PRODUCT PROCESS
Trang 44THE NEW-PRODUCT PROCESS
STAGE 7: COMMERCIALIZATION
LO 10-5
• Speed as a Factor in New-Product Success
• The Risks with Grocery Products
Slotting Fee Failure Fee
Time to Market (TtM)
Parallel Development
Fast Prototyping
Trang 45X-1: BREAKING THE BARRIERS OF SOUND
WITH NEW-PRODUCT DEVELOPMENT
VIDEO CASE 10