Chapter 20 - Introducing new market offerings. After studying this chapter you will be able to understand: What challenges does a company face in developing new products and services? What organizational structures and processes do managers use to oversee new-product development? What are the main stages in developing new products and services? What is the best way to manage the new-product development process?
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 3Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 3 of 31
Discussion Questions
1 What challenges does a company face in
developing new products and services?
2 What organizational structures and processes do
managers use to oversee new-product
development?
3 What are the main stages in developing new
products and services?
4 What is the best way to manage the new-product
development process?
5 What factors affect the rate of diffusion and
consumer adoption of newly launched products
and services?
Trang 4Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 4 of 31
New Product Options
Make or Buy
Types of New Products
Ne w
Improve d Formula
Trang 5New Product
Trang 6Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 6 of 31
Trang 7Cost per Idea Total Cost
Trang 8Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 8 of 31
Organizing New Product
Trang 9Fi gu
re
20 .1 New-Product Decision Process
Trang 10Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 31
Trang 11Creativity Techniques
Lateral Marketing Mind Mapping
Attribute
Listing
Morphologic
al Analysis
Forced
Relationshi
ps
Trang 12Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 12 of 31
Ideas – Screening
Product Success
Requirements
Relative Weight (a)
Product Score (b)
Product Rating (c=a x b)
Unique or superior product 40 8 32
High performance-to-cost ratio 30 6 18
High marketing dollar support 20 7 14
Lack of strong competition 10 5 05
Probability of commercializatio
n given technical completion
Probability of economic success given commercializatio n
Trang 13Fi gu
re
Trang 14Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 31
Concept to Strategy
Concept
Development Business Analysis
Marketing Strategy Development
Trang 151
Trang 16Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 31
Fi gu
re
20 .3 Continuum of Evaluation for
Products
Trang 17Concept Testing
Product Dimensions
1.Communicability and Believability
2.Need level 3.Gap level 4.Perceived value 5.Purchase intention 6.User targets, purchase occasions, frequency
Trang 18Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 31
Fi gu
re
Design Elements
•Three package designs (A, B, C)
•Three brand names (K2R, Glory, Bissell)
Trang 19Fi gu
re
20 .5 Continuum of Evaluation for
Products
Trang 20Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 31
Marketing Strategy
Development
Marketing Mix
Trang 22Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 31
Trang 23Testing
Trang 24Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 31
Product Development
Physical Prototype
Alpha Testing (Internal) Beta Testing
(Customers) Customer Tests
Trang 25Market Testing
Simulated
Test Marketing
Controlled Test Marketing
Sales-Wave
Research
Test Markets
Trang 26Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 26 of 31
Trang 27The Consumer-Adoption
Process
Stages in the Adoption
Process
Trang 28Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 28 of 31
Trang 30Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 30 of 31
Fi gu
re
20 .7 Continuum of Evaluation for
Products