Lecture Basic Marketing: A global managerial approach - Chapter 10: Product management and new-product development

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When you finish this chapter, you should: Understand how product life cycles affect strategic planning, know what is involved in designing new products and what "new products" really are, understand the new-product development process, see why product liability must be considered in screening new products.

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 10: Product management and new-product development

Chapter 10: Product Management and New-Product Development For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited
The Product Life Cycle Market Market Market Sales Introduction Growth Maturity Decline Total Industry Sales + Total Industry Profit $0 Tim – e Exhibit 101 102 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited
Planning for Life Cycle Stages Introducing New Focus: Products Budget / Rate of Growth Managing Mature Focus: Products Persuasion / Less Profit Focus: Future Adaptation New or Improve? Focus: New Markets New Strategies Focus: Dying Products Phase Out 103 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited
New-Product Development Process Idea Screening Idea Development Commercial Generation Evaluation -ization deas from: Strengths Concept R&D Finalize Customers and testing Develop product and and users weaknesses Customer model or marketing Marketing Fit with reactions service plan research objectives Rough prototype Start Competitors Market estimates Test production Other trends of cost, marketing and markets Rough ROI sales, mix marketing Company estimate profits Revise plans “Roll out” in people as needed select ntermediaries ROI estimate markets Final ROI estimate Exhibit 105 104 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited
Types of New Product Opportunities Immediate Satisfaction High Low High Desirable Salutary Products Products Long-Run Consumer Welfare Pleasing Deficient Low Products Products Exhibit 106 105 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited
New-Product Development Management Top Level Support Authority Key Issues Market-Guided R&D Integration & Coordination 106 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited