Objectives Challenges in New Product Development (NPD)

Slides:



Advertisements
Similar presentations
Introducing New Market Offerings Marketing Management, 13 th ed 20.
Advertisements

B2 B CHAPTER 11 - BA 303 sup. ©2000 Prentice Hall ObjectivesObjectives ä Challenges in New Product Development (NPD) ä Organizational Structure & NPD.
NEW PRODUCT DEVELOPMENT Professor Chip Besio Cox School of Business Southern Methodist University.
New-Product Development and Product Life-Cycle Strategies 9 Principles of Marketing.
Marketing Management Dr. K. Elan 1 New product development Chapter 8 Dr. Elan’s personal web page link –
Copyright © 2003 Prentice-Hall, Inc Chapter 12 Developing New Market Offerings by.
New Product Development and Product Life-Cycle Strategies
20 Introducing New Market Offerings 1. Chapter Questions  What challenges does a company face in developing new products and services?  What organizational.
20 Introducing New Market Offerings 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 20-2 Factors That Limit New Product Development.
© 2002 Pearson Education Canada Inc. 9-1 principles of MARKETING Chapter 9 New Product Development and Life Cycle Strategies.
Chapter 11 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 11 Developing and Managing Products © imagesource/photolibrary.
Introducing New Market Offerings aka NPD 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 20-2 Chapter Questions What challenges.
New-Product Development and Product Life-Cycle Strategies
New product development. NPD is a process which is design to develop, test and consider the viability of products which are new to the market in order.
Developing and Managing Products
 Copyright 1999 Prentice Hall 9-1 Chapter 9 New Product Development and Product Life-Cycle Strategies PRINCIPLES OF MARKETING Eighth Edition Philip Kotler.
©2002 South-Western Chapter 10 Version 6e1 Developing and Managing Products Prepared by Deborah Baker Texas Christian University chapter 10.
Chapter 11 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 11 Developing and Managing Products ©
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 11 Developing and Managing Products © Jasper.
Developing & Managing Products Chapter 11. New Product Development New Product StrategyIdea GenerationIdea ScreeningBusiness AnalysisDevelopmentTest MarketingCommercialization.
Objectives Understand how companies find and develop new-product ideas. Learn the steps in the new-product development process. Know the stages of the.
Introducing New Market Offerings
Introducing New Market Offerings Marketing Management, 13 th ed 20.
Marketing: An Introduction New Product Development and Product Life-Cycle Strategies Chapter Nine Lecture Slides –Express Version Course Professor Date.
Paul Dishman, Ph.D. Department of Business Management
New-Product Development and Product Life-Cycle Strategies
DEVELOPING NEW MARKET OFFERINGS
Marketing Management • 14e
Topic Seven: creating marketing offers(1)
MM: Chapter 12 Developing New Market Offerings Warin Chotekorakul.
The Product Lifecycle and New Product Development
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 11 Developing and Managing Products Prepared.
Chapter 10 Developing and Managing Products. There are degrees of “newness” New to the World Discontinuous innovation Dynamically Continuous Innovation.
Chapter 10 Developing and Managing Products. Types of innovations Continuous innovations - normal upgrading, no change in user behaviors. New to the market.
MARKETING MANAGEMENT 12 th edition KotlerKeller 20 Introducing New Market Offerings.
Marketing Mix Product, Price, Place and Promotion.
CHAPTER 12 Developing New Market Offerings. NOTION OF A PRODUCT A product is that which is offered to the market (consumer) to meet an identified need.
MARKETING MANAGEMENT 12 th edition 20 Introducing New Market Offerings KotlerKeller.
MARKETING MANAGEMENT 12 th edition 20 Introducing New Market Offerings KotlerKeller.
Chapter 11 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 11 Developing and Managing Products ©
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 10 Chapter 10 Developing, Positioning, and.
Product Development Process Ken YoussefiMechanical Engineering Department1.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 11: Developing and Managing Products Designed & Prepared by Laura Rush B-books, Ltd. Introduction.
1 Lamb, Hair, McDaniel CHAPTER 11 Developing and Managing Products.
Product Strategy and Marketing through the Life Cycle Key Concepts.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 9 Prepared by Deborah Baker Texas Christian University.
PRODUCT LIFE CYCLES AND NEW PRODUCT DEVELOPMENT Professor Chip Besio Cox School of Business Southern Methodist University.
0 Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle.
Principles of Marketing Lecture-21. Summary of Lecture-20.
Principles of Marketing Session-5. Marketing Management Marketing management is theart and science of choosing target markets and getting, keeping, and.
1Chap. 10 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Developing and Managing Products Prepared by Deborah Baker Texas Christian.
New Product Development Process
New Product Development
MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,
Chapter 11 Developing New Market Offerings Marketing Management
Chapter 9 New Product Development
R&D and NPD.
Developing and Managing Products
Copyright © 2007 McGraw-Hill Ryerson Limited
Strategies for Obtaining New Product Ideas
Principles of Marketing
Introducing New Market Offerings
Chapter 11 Developing New Market Offerings Marketing Management
Slides Created and Designed by Apple Mountain Software, Inc.
Developing and Managing Products
Chapter 11 Developing New Market Offerings Marketing Management
New Product Development and Product Life-Cycle Strategies
MARKETING MANAGEMENT 12th edition
Slides Created and Designed by Apple Mountain Software, Inc.
Presentation transcript:

Objectives Challenges in New Product Development (NPD) Organizational Structure & NPD Stages & Management of NPD Diffusion & Adoption of New Products

Why New Products Fail “Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction

Challenges in NPD Idea Shortage Fragmented Markets Social & Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles

Probability of Success commercialization given technical completion X Probability of economic success given commercialization X Overall probability of success = Probability of technical completion

Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts Concept Development & Testing 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One

Consumer-Goods Market Testing 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. Standard Full marketing campaign in a small number of representative cities. Controlled A few stores that have agreed to carry new products for a fee.

Commercialization Whom Product Price Place Promotion When Where

Characteristics of the Innovation Rate of Adoption Relative advantage Compatibility Complexity Divisibility Communicability

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2025 SlidePlayer.com. Inc. All rights reserved.