new-productdevelopmentandproductlife-cyclestrategies-文庫吧資料
2024-08-29 20:47本頁面
【正文】 arge investment ? Uncertainty about product or marketing program When firms may not test market ? Simple line extension ? Copy of petitor product ? Low costs ? Management confidence Chapter 9 slide 18 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall NewProduct Development Process Types of Test Markets Standard test markets Controlled test markets Simulated test markets Chapter 9 slide 16 Copyright 169。D or engineering departments ? Requires an increase in investment Marketing Strategy Development Chapter 9 slide 14 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall NewProduct Development Process Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy the pany’s objectives Marketing Strategy Development Chapter 9 slide 13 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall NewProduct Development Process Concept testing refers to testing newproduct concepts with groups of target consumers Concept Development and Testing Chapter 9 slide 11 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall NewProduct Development Process ? Identify good ideas and drop poor ideas ? RWW Screening Framework: – Is it real? – Can we win? – Is it worth doing? Idea Screening Chapter 9 slide 9 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall NewProduct Development Process Idea generation is the systematic search for newproduct ideas Sources of newproduct ideas ? Internal ? External Idea Generation Cha
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