销售如何管理有利润的客户关系英文版

销售如何管理有利润的客户关系英文版ObjectivesUnderstandhowcompaniesfindanddevelopnew-productideas.Learnthestepsinthenew-productdevelopmentprocess.Knowthestagesoftheproductlifecycle.Understandhowmarketingstrategieschangeduringtheproduct’slifecycle.1$50billioninprofitsover27yearsEarlynew-productdevelopmentreliedheavilyoncopyingthecompetition$4.2billionannuallyinvestedinR&DInnovationiscriticaltoMicrosoft’sfuturesuccessMuchofR&DeffortsareInternetrelatedManynewproductsandservicesareindevelopmentMicrosoftCaseStudy2DefinitionNewProductDevelopmentDevelopmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirm’sownR&Defforts.3Newproductscanbeobtainedviaacquisitionordevelopment.Newproductssufferfromhighfailurerates.Severalreasonsaccountforfailure.NewProductDevelopmentStrategy4NewProductDevelopmentProcess:Stage1:IdeaGenerationInternalideasources:R&DExternalideasources:Customers,competitors,distributors,suppliersNewProductDevelopmentStrategy5NewProductDevelopmentProcess:Stage2:IdeaScreeningProductdevelopmentcostsincrease

substantiallyinlaterstages.Ideasareevaluatedagainstcriteria;mostareeliminated.NewProductDevelopmentStrategy6NewProductDevelopmentProcess:Stage3:ConceptDevelopmentandTestingProductconceptsprovidedetailed

versionsofnewproductideas.Concepttestsasktargetconsumersto

evaluateproductconcepts.NewProductDevelopmentStrategy7NewProductDevelopmentProcess:Stage4:MarketingStrategyDevelopmentStrategystatementsdescribe:Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.Productprice,distribution,andmarketingbudgetforthefirstyear.Long-runsalesandprofitgoalsandthemarketingmixstrategy.NewProductDevelopmentStrategy8NewProductDevelopmentProcess:Stage7:TestMarketingStandardtestmarketsControlledtestmarketsSimulatedtestmarketsStage8:CommercializationNewProductDevelopmentStrategy9TheTypicalProductLifeCycle(PLC)HasFiveStagesProductDevelopment,Introduction,Growth,Maturity,DeclineNotallproductsfollowthiscycle:FadsStylesFashionsProductLife-CycleStrategies10Theproductlifecycleconceptcanbeappliedtoa:Productclass(softdrinks)Productform(dietcolas)Brand(DietDr.Pepper)UsingthePLCtoforecastbrandperformanceortodevelopmarketingstrategiesisproblematicProductLife-CycleStrategies11ProductLife-CycleStrategiesProductdevelopmentIntroductionGrowthMaturityDeclineBeginswhenthecompanydevelopsanew-productideaSalesarezeroInvestmentcostsarehighProfitsarenegativePLCStages12ProductLife-CycleStrategiesProductdevelopmentIntroductionGrowthMaturityDeclineLowsalesHighcostpercustomeracquiredNegativeprofitsInnovatorsaretargetedLittlecompetitionPLCStages13ProductLife-CycleStrategiesProductdevelopmentIntroductionGrowthMaturityDeclineRapidlyrisingsalesAveragecostpercustomerRisingprofitsEarlyadoptersaretargetedGrowingcompetitionPLCStages14Product–Offerproductextensions,service,warrantyPrice–PenetrationpricingDistribution–BuildintensivedistributionAdvertising–BuildawarenessandinterestinthemassmarketSalesPromotion–ReduceexpenditurestotakeadvantageofconsumerdemandMarketingStrategies:

GrowthStage15ProductLife-CycleStrategiesProductdevelopmentIntroductionGrowthMaturityDeclineSalespeakLowcostpercustomerHighprofitsMiddlemajorityaretargetedCompetitionbeginstodeclinePLCStages16Product–DiversifybrandandmodelsPrice–SettomatchorbeatcompetitionDistribution–BuildmoreintensivedistributionAdvertising–StressbranddifferencesandbenefitsSalesPromotion–IncreasetoencouragebrandswitchingMarketingStrategies:

MaturityStage17ProductLife-CycleStrategiesProductdevelopmentIntroductionGrowthMaturityDeclineD