市场营销学泰斗菲利普科特勒的营销管理最新版-课件PPT

1、Copyright 2003 Prentice-Hall, Inc.2021/8/2612-1Copyright 2003 Prentice-Hall, Inc.2021/8/2612-2Kotler on MarketingCopyright 2003 Prentice-Hall, Inc.2021/8/2612-3Chapter Objectives Copyright 2003 Prentice-Hall, Inc.2021/8/2612-4Developing New Market Offerings Copyright 2003 Prentice-Hall, Inc.2021/8/2

2、612-5Challenges in New-Product Development Copyright 2003 Prentice-Hall, Inc.2021/8/2612-6Challenges in New-Product Development Copyright 2003 Prentice-Hall, Inc.2021/8/2612-7Challenges in New-Product Development Copyright 2003 Prentice-Hall, Inc.2021/8/2612-8Organizational Arrangements Copyright 20

3、03 Prentice-Hall, Inc.2021/8/2612-9Organizational Arrangements Copyright 2003 Prentice-Hall, Inc.2021/8/2612-10Copyright 2003 Prentice-Hall, Inc.2021/8/2612-11Table 12.1 Finding One Successful New Product (Starting with 64 New Ideas)Copyright 2003 Prentice-Hall, Inc.2021/8/2612-12Organizational Arra

4、ngementsCopyright 2003 Prentice-Hall, Inc.2021/8/2612-13Organizational ArrangementsCopyright 2003 Prentice-Hall, Inc.2021/8/2612-14Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.2021/8/2612-15Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.2021/8/26

5、12-16Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.2021/8/2612-17Copyright 2003 Prentice-Hall, Inc.2021/8/2612-18Table 12.2 Product-Idea Rating DeviceCopyright 2003 Prentice-Hall, Inc.2021/8/2612-19Managing the Development Process: Concept to StrategyCopyright 2003 Prentic

6、e-Hall, Inc.2021/8/2612-20Figure 12.3: Product and Brand PositioningCopyright 2003 Prentice-Hall, Inc.2021/8/2612-21Copyright 2003 Prentice-Hall, Inc.2021/8/2612-22Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.2021/8/2612-23Managing the Development Process: C

7、oncept to StrategyCopyright 2003 Prentice-Hall, Inc.2021/8/2612-24Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.2021/8/2612-25Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.2021/8/2612-26Table 12.3 Projected Five-Year-C

8、ash-Flow Statement (in thousands of dollars)See text for complete tableCopyright 2003 Prentice-Hall, Inc.2021/8/2612-27Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.2021/8/2612-28Managing The Development Process: Development to Commercialization Copyright 200

9、3 Prentice-Hall, Inc.2021/8/2612-29 Managing The Development Process: Development to CommercializationCopyright 2003 Prentice-Hall, Inc.2021/8/2612-30 Managing The Development Process: Development to CommercializationCopyright 2003 Prentice-Hall, Inc.2021/8/2612-31 Managing The Development Process:

10、Development to CommercializationCopyright 2003 Prentice-Hall, Inc.2021/8/2612-32Managing The Development Process: Development to Commercialization Copyright 2003 Prentice-Hall, Inc.2021/8/2612-33Managing The Development Process: Development to Commercialization Copyright 2003 Prentice-Hall, Inc.2021/8/2612-34The Consumer-Adoption ProcessCopyright 2003 Prentice-Hall, Inc.2021/8/2612-35The Consumer-Adoption ProcessCopyright 2003 Prentice-Hall, Inc.2021/8/2612-36Figure 12.7: Adopter Categorization on the Basis of Relative Time of Adoption of