2016营销管理英文原版讲义全20讲

1、Principles of MarketingKotler and ArmstrongInsert TextbookCover ImageChapter 9:New Product Developmentand Product Life-Cycle StrategiesCopyright 2016 Pearson Education, Inc.9-1New Product DevelopmentCopyright 2016 Pearson Education, Inc.9-2New Product DevelopmentLearning ObjectivesObjective 1: Expla

2、in how companies find and develop new product ideas.Objective 2: List and define the steps in the new product development process and the major considerations in managing this process.Copyright 2016 Pearson Education, Inc.9-3New Product DevelopmentLearning ObjectivesObjective 3: Describe the stages

3、of the product life cycle and how marketing strategies change during a products life cycle.Objective 4: Discuss two additional product issues: socially responsible product decisions and international product and services marketing.Copyright 2016 Pearson Education, Inc.9-4New Product DevelopmentLearn

4、ing Objective 1Explain how companies find and develop new product ideas. New Product Development StrategyCopyright 2016 Pearson Education, Inc.9-5New Product Development StrategyWays to Obtain New ProductsAcquisition refers to the buying of a whole company, a patent, or a license to produce someone

5、elses product.New product development refers to original products, product improvements, product modifications, and new brands developed from the firms own research and development.Copyright 2016 Pearson Education, Inc.9-6New Product DevelopmentLearning Objective 1Explain how companies find and deve

6、lop new product ideas. New Product Development StrategyCopyright 2016 Pearson Education, Inc.9-7New Product DevelopmentLearning Objective 2List and define the steps in the new product development process and the major considerations in managing this process.New Product Development ProcessManaging Ne

7、w Product DevelopmentCopyright 2016 Pearson Education, Inc.9-8New Product Development ProcessMajor Stages in New Product DevelopmentFIGURE | 9.19-9Copyright 2016 Pearson Education, Inc.Product IdeasDevelopmentNew Product Development ProcessIdea GenerationIdea generation is the systematic search for

8、new product ideas.Sources of new product ideasInternal ExternalCopyright 2016 Pearson Education, Inc.9-10New Product Development ProcessIdea GenerationInternal sources refer to the companys own formal research and development, management and staff, and intrapreneurial programs.External sources refer

9、 to sources outside the company such as customers, competitors, distributors, suppliers, and outside design firms.Copyright 2016 Pearson Education, Inc.9-11New Product Development ProcessIdea GenerationCrowdsourcing involves inviting broad communities of peoplecustomers, employees, independent scien

10、tists and researchers, and even the public at largeinto the new product innovation process.Copyright 2016 Pearson Education, Inc.9-12New Product Development ProcessIdea ScreeningIdentify good ideas and drop poor ideas R-W-W screening framework:Is it real?Can we win?Is it worth doing?Copyright 2016 P

11、earson Education, Inc.9-13New Product Development ProcessConcept Development and TestingProduct idea is an idea for a possible product that the company can see itself offering to the market.Product concept is a detailed version of the idea stated in meaningful consumer terms.Product image is the way

12、 consumers perceive an actual or potential product.Copyright 2016 Pearson Education, Inc.9-14New Product Development ProcessConcept testing refers to testing new product concepts with groups of target consumers.Concept Development and TestingCopyright 2016 Pearson Education, Inc.9-15New Product Deve

13、lopment ProcessMarketing Strategy DevelopmentMarketing strategy development is designing an initial marketing strategy for a new product based on the product concept.Marketing strategy statement consists of:Target market description Value proposition plannedSales, market-share, and marketing mixCopy

14、right 2016 Pearson Education, Inc.9-16New Product Development ProcessBusiness AnalysisBusiness analysis is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the companys objectives.Copyright 2016 Pearson Education, Inc.9-17New Product De

15、velopment ProcessProduct DevelopmentProduct development is developing the product concept into a physical product to ensure that the product idea can be turned into a workable market offering.Copyright 2016 Pearson Education, Inc.9-18New Product Development ProcessTest MarketingTest marketing is the

16、 stage of new product development in which the product and its proposed marketing program are tested in realistic market settings.Copyright 2016 Pearson Education, Inc.9-19New Product Development ProcessTest MarketingMarketing Strategy DevelopmentWhen test marketing is likelyNew product with large i

17、nvestmentUncertainty about product or marketing programWhen test marketing is unlikelySimple line extensionCopy of competitor productLow costsManagement confidenceCopyright 2016 Pearson Education, Inc.9-20New Product Development ProcessCommercializationCommercialization involves introducing a new pr

18、oduct into the market. When to launch?Where to launch?Planned market rollout?Copyright 2016 Pearson Education, Inc.9-21Managing New Product DevelopmentSuccessful new product development should be:Customer centeredTeam basedSystematicCopyright 2016 Pearson Education, Inc.9-22Managing New Product Deve

19、lopmentCustomer-Centered New Product DevelopmentCustomer-centered new product development focuses on finding new ways to solve customer problems and creating more customer-satisfying experiences.Copyright 2016 Pearson Education, Inc.9-23Managing New Product DevelopmentTeam-Based New Product Developm

20、entTeam-based new product development involves various company departments working closely together, overlapping the steps in the product development process to save time and increase effectiveness.Copyright 2016 Pearson Education, Inc.9-24Managing New Product DevelopmentSystematic New Product Devel

21、opmentInnovation management system Creates an innovation-oriented company cultureYields a large number of new product ideasNew Product Development in Turbulent TimesTempted to reduce spendingMay e less competitiveCopyright 2016 Pearson Education, Inc.9-25New Product DevelopmentLearning Objective 2Li

22、st and define the steps in the new product development process and the major considerations in managing this process. New Product Development ProcessManaging New Product DevelopmentCopyright 2016 Pearson Education, Inc.9-26New Product DevelopmentLearning Objective 3Describe the stages of the product

23、 life cycle and how marketing strategies change during a products life cycle. Product Life-Cycle StrategiesCopyright 2016 Pearson Education, Inc.9-27Product Life-Cycle StrategiesFIGURE | 9.2Copyright 2016 Pearson Education, Inc.9-28Product Life-Cycle StrategiesProduct development Zero sales and incr

24、easing investment costs Introduction Slow sales and nonexistent profits GrowthRapid market acceptance and increasing profitsMaturity Slow sales growth and profits level off or declineDeclineSales fall off and profits dropCopyright 2016 Pearson Education, Inc.9-29Product Life-Cycle StrategiesFIGURE |

25、 9.3Copyright 2016 Pearson Education, Inc.9-30Product Life-Cycle StrategiesIntroduction StageSlow sales growthLittle or no profitHigh distribution and promotion expensesCopyright 2016 Pearson Education, Inc.9-31Product Life-Cycle StrategiesGrowth StageSales increaseNew competitors enter the marketPr

26、ofits increaseEconomies of scaleConsumer education Lowering prices to attract more buyersCopyright 2016 Pearson Education, Inc.9-32Product Life-Cycle StrategiesMaturity StageSlowdown in salesMany suppliersSubstitute productsOvercapacity leads to competitionIncreased promotion and R&D to support sale

27、s and profitsCopyright 2016 Pearson Education, Inc.9-33Product Life-Cycle StrategiesMaturity Stage Modification StrategiesModify the market Modify the product Modify the marketing mix Copyright 2016 Pearson Education, Inc.9-34Product Life-Cycle StrategiesDecline StageMaintain the productHarvest the

28、productDrop the productCopyright 2016 Pearson Education, Inc.9-35Product Life-Cycle StrategiesCopyright 2016 Pearson Education, Inc.9-36Table 9.2 Part 1Product Life-Cycle StrategiesCopyright 2016 Pearson Education, Inc.9-37Table 9.2 Part 2Learning Objective 3Describe the stages of the product life c

29、ycle and how marketing strategies change during a products life cycle.Product Life-Cycle StrategiesProduct development Introduction GrowthMaturity DeclineCopyright 2016 Pearson Education, Inc.9-38New Product DevelopmentNew Product DevelopmentLearning Objective 4Discuss two additional product issues: socially responsible product decisions and international product and services marketing. Additional Product and Service ConsiderationsCopyright 2016 Pearson Education, Inc.9-39Additional Prod