kotler: 19th chapter new product offerings
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Kotler book: marketing19th chapterTRANSCRIPT
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19Introducing New
Market Oferings
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Athori!ed adaptation "ro#
the $nited %tates edition o" Marketing Management, 14e.
1&'2
Chapter Questions
hat hallenges does a o#pany "ae in
developing ne* prodts and servies+
hat organi!ational strtres and proesses
do #anagers se to oversee ne*'prodtdevelop#ent+
hat are the #ain stages in developing ne*
prodts and servies+
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Athori!ed adaptation "ro#
the $nited %tates edition o" Marketing Management, 14e.
1&'3
Chapter Questions
hat is the ,est *ay to #anage the ne*'prodt develop#ent proess+
hat "ators a""et the rate o" di""sion and
ons#er adoption o" ne*ly lanhedprodts and servies+
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1&'-
Categories of New Products
e* to the orld
Additions
I#prove#ents
/epositionings
Cost redtions
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1&'
The Innovation of Chotukool
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1&'
Factors That Limit
New Product Development
%hortage o" ideas
rag#ented #arets
%oial and govern#ental onstraints
Cost o" develop#ent
Capital shortages
aster re4ired develop#ent ti#e
%horter prodt li"e yles
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1&'5
Table !" Finding #ne $uccessful
Product
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1&'6
%hat is a &enture Team'
A venture team is a ross'"ntional grop
harged *ith developing a spei"i prodt or
,siness.
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1&'&
Criteria for $taffing &enture Teams
Desired tea# leadership style
Desired level o" leader e7pertise
8ea# #e#,er sills and e7pertise
Level o" interest in onept
Potential "or personal re*ard
Diversity o" tea# #e#,ers
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1&'10
Figure !" New(Product
Development Decision Process
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%a)s to Find *reat New Ideas
/n in"or#al sessions *ith sto#ers
Allo* ti#e o"" "or tehnial people to ptter on
pet pro9ets
:ae sto#er ,rainstor#ing a part o" planttors
%rvey yor sto#ers
$ndertae ;"ly on the *all< researh tosto#ers
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+ore %a)s to Find *reat Ideas
$se iterative ronds *ith sto#ers
%et p a ey*ord searh to san trade
p,liations
8reat trade sho*s as intelligene #issions =ave e#ployees visit spplier la,s
%et p an idea valt
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Drawing Ideas from Customers
>,serve sto#ers sing prodt
As sto#ers a,ot pro,le#s *ith prodts
As sto#ers a,ot their drea# prodts
$se a sto#er advisory ,oard or a ,rand
o##nity o" enthsiasts to disss prodt
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1&'1-
Demand(First Innovation and
*rowth ,DI*- Framework
De#and Landsape
>pportnity %pae
%trategi ?leprint
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Idea *eneration.
Creativit) Techni/ues
Attri,te listing
ored relationships
:orphologial analysis
/everse ass#ption analysis
e* onte7ts
:ind #apping
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Lateral +apping
@as stations "ood
Ca"eteria Internet
Cereal snaing
Candy toy
Adio porta,le
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Table !"0 Product Idea
1ating Device
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Figure !"0 Forces Fighting
New Ideas
$ource. ith per#ission o" Berold Panas ong E
Partners In.
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1&'1&
Figure !"2 Product and
3rand Positioning
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Concept Testing
Co##nia,ility and ,elieva,ility
eed level
@ap level
Pereived vale
Prhase intention
$ser targets prhase oasions
prhasing "re4eny
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Figure !"4 Con5oint 6nal)sis
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Figure !"7 8tilit) Functions
3ased on Con5oint 6nal)sis
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Figure !"9 Product Life(C)cle
$ales for Three T)pes of Products
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Table !"2 Pro5ected Five(:ear
Cash Flow $tatement ,in 1upees
+illion-
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Protot)pe Testing
Alpha testing
?eta testing
/an'order #ethod
Paired'o#parison #ethod
:onadi'rating #ethod
:aret testing
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Consumer *oods +arket Testing
%ales'ave /esearh
%i#lated 8est :areting
Controlled 8est :areting
8est :arets
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Test +arket Decisions
=o* #any test ities+
hih ities+
Length o" test+
hat in"or#ation to ollet+
hat ation to tae+
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Timing of +arket ;ntr)
irst entry
Parallel entry
Late entry
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%hat is 6doption'
6doption is an individalFs deision to
,eo#e a reglar ser o" a prodt.
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$tages in the 6doption Process
A*areness
Interest
Gvalation
8rial
Adoption
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Figure !"< 6dopter
Categori=ation on the 3asis of
1elative time of 6doption
$ource. 8ngsten httpHen.*iipedia.ord*iiGverettJ/ogers. ?ased on /ogers G. (1&2) Diffusion
of Innovations. ree Press London $%A.
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Characteristics of an Innovation
/elative advantage
Co#pati,ility
Co#ple7ity
Divisi,ility
Co##nia,ility
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For 1eview
hat hallenges does a o#pany "ae in
developing ne* prodts and servies+
hat organi!ational strtres and proesses
do #anagers se to oversee ne*'prodtdevelop#ent+
hat are the #ain stages in developing ne*
prodts and servies+
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd Athori!ed adaptation "ro# 1&'3-
For 1eview
hat is the ,est *ay to #anage the ne*'
prodt develop#ent proess+
hat "ators a""et the rate o" di""sion and
ons#er adoption o" ne*ly lanhedprodts and servies+