新產(chǎn)品開發(fā)與產(chǎn)品生命周期策略(ppt21)-經(jīng)營管理(編輯修改稿)
2025-09-20 08:48 本頁面
【文章內(nèi)容簡介】 ing mix strategy. ? 步驟四：營銷策略開發(fā) ?策略計劃描述 –目標(biāo)市場、產(chǎn)品定位和銷售量，市場份額以及開始幾年的利潤目標(biāo) –產(chǎn)品價格、分銷策略和營銷預(yù)算 –長期銷售量、利潤目標(biāo)、營銷組合 10 9 New Product Development Strategy 新產(chǎn)品開發(fā)策略 ? New Product Development Process: ? Stage 5: Business Analysis ? Sales, cost, and profit projections ? Stage 6: Product Development ? Prototype development and testing ? 新產(chǎn)品開發(fā)步驟 ? 步驟五：商業(yè)分析 ?銷量、成本、利潤計劃 ? 步驟六：產(chǎn)品開發(fā) ?原型開發(fā)和測試 10 10 New Product Development Strategy 新產(chǎn)品開發(fā)策略 ? New Product Development Process: ? Stage 7: Test Marketing ? Standard test markets ? Controlled test markets ? Simulated test markets ? Stage 8: Commercialization ? 新產(chǎn)品開發(fā)步驟： ? 步驟七：市場測試 ?標(biāo)準(zhǔn)市場測試 ?控制市場測試 ?摸擬市場測試 ? 步驟八：商品化 10 11 ? The Typical Product Life Cycle (PLC) Has Five Stages ? Product Development, Introduction, Growth, Maturity, Decline ? Not all products follow this cycle: ? Fads ? Styles ? Fashions ? 典型的產(chǎn)品生活周期有五個步驟 ? 產(chǎn)品開發(fā)、介紹、成長、成熟、衰退 ? 并非所有產(chǎn)品都呈現(xiàn)這樣的周期曲線 ?熱潮 ?風(fēng)格 ?時尚 Product LifeCycle Strategies 產(chǎn)品生命周期策略 10 12 Product LifeCycle Strategies 產(chǎn)品生命周期策略 ? 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 mar
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