We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byMeryl Bishop
Modified about 1 year ago
B2 B CHAPTER 11 - BA 303 sup
©2000 Prentice Hall ObjectivesObjectives ä Challenges in New Product Development (NPD) ä Organizational Structure & NPD ä Stages & Management of NPD ä Diffusion & Adaption of New Products
©2000 Prentice Hall Why New Products Fail ä Poor Product Positioning ä Vague Consumer Difference ä “Over Championing” ä Overestimated Demand ä Poor Design ä Poor Marketing Execution ä High Development Costs ä Strong Competitive Reaction ä Remember the 20 clues to NPS
©2000 Prentice Hall Challenges in NPD ä Idea Shortage ä Fragmented Markets ä Social & Governmental Constraints ä Cost ä Capital Shortage ä Need for Speed ä Shorter Product Life Cycles
©2000 Prentice Hall New Product Development Process IdeaGenerationConceptDevelopment and Testing IdeaScreening BusinessAnalysis ProductDevelopment MarketTesting Commercialization MarketingStrategyDevelopment (sometimes concurrent with product development)
©2000 Prentice Hall Sales & Profit Life Cycles IntroductionGrowthMaturityDecline Time Sales & profits ($)
©2000 Prentice Hall 20% Probability of Success Probability of technical completion Overallprobability of success = Probability of commercialization given technical completionX Probability of economic success given commercializationX
©2000 Prentice Hall EXPLORE FIRST, INNOVATION TEAM- SESSION ACUMEN ACUMEN SUCCESSFUL NEW PRODUCTS NEW PRODUCTS = CREATIVITY CREATIVITY +
©2000 Prentice Hall IDEAS EXPLORE FIRST, INNOVATION TEAM- SESSION A’S & B’S NO C’S OR D’S DECISION MAKERS DRIVER FACILITATOR NO LAME DUCKS NO NOMINAL TITLE HOLDERS INSIDER V OUTSIDER
©2000 Prentice Hall IDEAS EXPLORE FIRST, INNOVATION TEAM- SESSION AWAY FROM CAMPUS ROUND TABLE AUDIO VISUAL TAPE RECORD 6-8 PLAYERS & POSITIONING BETTER PART OF THE DAY EARLY IN THE MORNING NEVER ON MONDAY
©2000 Prentice Hall IDEAS EXPLORE FIRST, IDEAS EXPLORE FIRST, Explore- NO Rules No idea is a bad idea Be creative Take risks No criticism allowed JOHN HEFELY KNOWN ELEMENT A + KNOWN ELEMENT B = NEW PRODUCT C = ACUMEN + CREATIVITY
©2000 Prentice Hall DON’T SQUELCH CREATIVITY, DON’T SQUELCH CREATIVITY, Explore- NO Rules THOMAS EDISON CHRISTOPHER COLUMBUS HENRY FORD STATE HOSPITAL ON ARSENAL ST. NATIONAL ACADEMY OF SCIENCE ADMIRAL HULSEY JOHN HEFELY KNOWN ELEMENT A + KNOWN ELEMENT B = NEW PRODUCT C
©2000 Prentice Hall Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One
©2000 Prentice Hall Consumer-Goods Market Testing Sales- Wave Research Test offering trail to a sample of consumers in successive periods. Sales- Wave Research Test offering trail to a sample of consumers in successive periods. Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Standard Test Market Water Baby St. Louis Full marketing campaign in a small number of representative cities. Standard Test Market Water Baby St. Louis Full marketing campaign in a small number of representative cities. Controlled Test Market A few stores that have agreed to carry new products for a fee. Controlled Test Market A few stores that have agreed to carry new products for a fee.
©2000 Prentice Hall Commercialization (Introductory Life Cycle) When Where Whom Product Price Place Promotion Politics
©2000 Prentice Hall 2 1 /2% Innovators 13 1 /2% *Early adopters 34% Early majority 34% Late majority 16% Laggards Time (speed) of adoption, diffusion, innovations *opinion leader Remember our chapter 3 - OPTHALMOLIC (EYE) EXAMPLE Adopter Categorization of the Basis of Relative Time of Adoption of Innovations
©2000 Prentice Hall Characteristics of the Innovation Rate of Adoption ä Relative advantage ä Compatibility ä Complexity ä Divisibility ä Communicability
©2000 Prentice Hall Remember B2B Product POSITIONING ä Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.
©2000 Prentice Hall Remember B2B COMPETIITIVE ADVANTAGE: SOURCE, POSITION, OUTCOMES AND REINVEST ä US AEROSPACE AND BOEING EXAMPLES ä UNDERSTANDING CORE COMPETENCIES
©2000 Prentice Hall Sales & Profit Life Cycles *IntroductionGrowthMaturityDecline Time *Corresponds with full commercialization (NPD) Sales & profits ($)
©2000 Prentice Hall Four Introductory Marketing Strategies Rapid-skimmingstrategy Rapid-penetrationstrategySlow-penetrationstrategy Slow-skimmingstrategy Price Low HighPromotionHighLow
©2000 Prentice Hall Maturity Stage ä Market Modification ä Product Modification ä Marketing-Mix Modification
©2000 Prentice Hall Decline Stage ä Increase investment ä Resolve uncertainties - stable investment ä Selective niches ä Harvesting ä Divesting
©2000 Prentice Hall Market Evolution ä Emergence ä Growth ä Maturity ä Decline
©2000 Prentice Hall ReviewReview ä Challenges in New Product Development (NPD) ä Organizational Structure & NPD ä Stages & Management of NPD ä Diffusion & Adaption of New Products
Copyright © 2003 Prentice-Hall, Inc. 5-1 Who should ultimately design the product? The customer, of course. Who should ultimately design the product? The.
Product Lifecycles & Adoption Curve Presented by Bob Perry.
Chapter 9- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine New-Product Development and Product Life-Cycle Strategies.
International Business 9e By Charles W.L. Hill McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
1 Chapter 2 Strategic Planning and the Marketing Process.
Dr. Chen, Electronic Commerce Pearson/Prentice Hall & Dr. Chen, Electronic Commerce Chapter 14 E-Commerce Strategy and Global EC.
Faculty of Economics and Business Administration P.O. Box 4600, University of Oulu Tel , Fax
Innovation(invention) is the process of making new and creative ideas. It can have huge changes to the world (home computer) or small upgrades to exiting.
Chapter 2- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build.
Part Three Business Marketing Programming. 8-2 Part Three Business Marketing Programming Part 3 covers the key areas of business marketing programming.
Copyright © 2007 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations PowerPoint.
The Marketing Mix To market or sell its product successfully, a business must develop a strategy based on four key elements. MARKETING MIX PRODUCT PROMOTION.
Building and Executing the Strategic Business Plan Michael Langemeier MAST On-Campus Session February 10, 2009.
Learning Objectives 7.1 Describe the organizing process and how formal and informal organizations differ. 7.2 Identify some common types of organizational.
Copyright © 2003 Prentice-Hall, Inc. 1-1 Chapter 1 Marketing: Managing Profitable Customer Relationships PowerPoint by Kotler & Armstrong (and modified.
Presented By Robert Cascio, Doctoral Candidate Department of Marketing College of Business, UCF June 2011 Seminar for Study Abroad Program University of.
XIME / PGDM-B2B –RS–2525-February-2010 B2B Marketing Managing Innovation PGDM–B2B–RS–12 Amarnath Krishnaswamy.
The Importance of Intellectual Property for Business Development and Growth Dr. Guriqbal Singh Jaiya Director Small and Medium-Sized Enterprises Division.
Technology Uptake in the UKCS Planning and Implementation Challenges John Barwis Well Engineering Manager, Shell U.K. Exploration and Production Chairman,
The Commercialization of Technology Dr. Michael Stankosky.
Chapter 28 Promotion and Place Name 12 SAM. The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public.
The Small and Medium-Sized Enterprises (SMEs) Division of WIPO Managing Intellectual Property Assets for Enhancing the Competitiveness of SMEs Guriqbal.
Essentials of Management Information Systems, 6e Chapter 3 Information Systems, Organizations, Management, and Strategy 3.1 © 2005 by Prentice Hall Information.
Sheryl Abelew MSN RN. Chapter 5 Initiating and Implementing Change.
Management Information Systems: Solving Business Problems with Information Technology Part One: Business Operations Chapter Four: Security, Privacy, and.
CHAPTER 12: PRODUCT AND PROMOTION Delivering More Value.
GLOBAL INNOVATION MANAGEMENT AND VIRTUAL R&D TEAMS.
7-1 Chapter 7 PRINCIPLES OF MARKETING Market Segmentation, Targeting, and Positioning for Competitive Advantage.
Strategy Dr. Matti J. Haverila. ©Matti Haverila, Infacs Oy A practical example - Walkisoft.
© 2016 SlidePlayer.com Inc. All rights reserved.