【正文】 s to evaluate product concepts. New Product Development Strategy 7 ? New Product Development Process: ? Stage 4: Marketing Strategy Development ? Strategy statements describe: – The target market, product positioning, and sales, share, and profit goals for the first few years. – Product price, distribution, and marketing budget for the first year. – Longrun sales and profit goals and the marketing mix strategy. New Product Development Strategy 8 ? New Product Development Process: ? Stage 5: Business Analysis ? Sales, cost, and profit projections ? Stage 6: Product Development ? Prototype development and testing New Product Development Strategy 9 ? New Product Development Process: ? Stage 7: Test Marketing ? Standard test markets ? Controlled test markets ? Simulated test markets ? Stage 8: Commercialization New Product Development Strategy 10 ? The Typical Product Life Cycle (PLC) Has Five Stages ? Product Development, Introduction, Growth, Maturity, Decline ? Not all products follow this cycle: ? Fads ? Styles ? Fashions Product LifeCycle Strategies 11 ? The product life cycle concept can be applied to a: ? Product class (soft drinks) ? Product form (diet colas) ? Brand (Diet Dr. Pepper) ? Using the PLC to forecast brand performance or to develop marketing strategies is problematic Product LifeCycle Strategies 12 Product LifeCycle Strategies ? Product development ? In