文档介绍：【行业精品资料】
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Chapter 12 Developing New Market Offerings by
PowerPoint by
Milton M. Pressley
University of New Orleans
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Who should ultimately design the product? The customer, of course.
Kotler on Marketing
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Chapter Objectives
In this chapter, we focus on the following questions:
What challenges does pany face in developing new products?
anizational structures are used to manage new-product development?
What are the main stages in developing new products, and how can they be managed better?
What factors affect the rate of diffusion and consumer adoption of newly launched products?
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Developing New Market Offerings
Six categories of new products
New-to-the-world products
New product lines
Additions to existing product lines
Improvements and revisions of existing products
Repositioning
Cost reductions
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Challenges in New-Product Development
Incremental innovation
Disruptive technologies
Why do new products fail?
A high-level executive pushes a favorite idea through in spite of negative research findings.
The idea is good, but the market size is overestimated.
The product is not well designed.
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Challenges in New-Product Development
The product is incorrectly positioned in the market, not advertised effectively, or overpriced.
The product fails to gain sufficient distribution coverage or support.
Development costs are higher than expected.
Competitors fight back harder than expected.
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Challenges in New-Product Development
Factors that tend to hinder new-product development
Shortage of important ideas in certain areas
Fragmented markets
Social and governmental constraints
Cost of development
Capital shortages
Faster required development time
Shorter product life cycles
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Organizational Arrangements
New-product deployment requires specific criteria – pany established the following acceptance criteria
The product can be introduced within five years
The product has a market potential of at least $50 million and a 15 percent growth rate.
The produc