PRODUCT DESIGN AND DEVELOPMENT CHAPTER 10
What is a new product?
Bioré Continuous Innovation
Cannon’s Power Shot S45 Requires a television or personal computer and special software to view pictures Dynamically Continuous Innovation
Ford’s 1912 Model T Touring Car Discontinuous Innovation
HighLow Discontinuous Automobile Television Dynamically Continuous Minivan Remote- Controlled TV Continuous Anti-lock brakes HD TV Behavior Change Required
Idea Generation New product development process
Concept Testing Business Analysis Marketing Strategy Development New product development process Idea Generation Screening
Phased development: Sequential Parallel development: Simultaneous Speeding up new-product development Black and Decker’s Quantum Tools
Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing New product development process
Projections of success Buyer behavior Scenario testing Advantages of test marketing
Expensive Opportunity cost Results can be misleading Strategic concerns Disadvantages of test marketing
Simulation Test country product launch Alternatives to test marketing
Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing Commercialization New product development process