1. DEVELOPING NEW PRODUCTS AND SERVICES

2. THE VARIATIONS OF PRODUCTS
Product Line and Product Mix
Classifying Products
Type of User
Consumer goods
Business goods
Degree of Tangibility
Services and New-Product Development

3. CLASSIFYING CONSUMER AND BUSINESS GOODS
Classification of Consumer Goods
Convenience goods
Shopping goods
Specialty goods
Unsought goods

4. Classification of consumer goods

5. CLASSIFYING CONSUMER AND BUSINESS GOODS
Classification of Business Goods
Production Goods
Support Goods
Installations
Accessory Equipment
Supplies
Services

6. NEW PRODUCTS AND WHY THEY SUCCEED AND FAIL
What is a New Product?
Newness Compared with Existing Products
Newness in Legal Terms
Newness from the Company’s Perspective
Newness from the Consumer’s Perspective

7. Consumption effects define newness

8. NEW PRODUCTS AND WHY THEY SUCCEED AND FAIL
Marketing Reasons for Failures
Insignificant “point of difference”
Incomplete market and product definition (Protocol)
Too little market attractiveness
Poor execution of the marketing mix
Poor product quality or sensitivity
Bad timing
No economical access to buyers

9. NEW-PRODUCT PROCESS

10. THE NEW-PRODUCT PROCESS
New-Product Strategy Development
Objectives of the Stage: Identify Markets and Strategic Roles
3M: Cross-Functional Teams, Six Sigma, and Lead Users

11. THE NEW-PRODUCT PROCESS
Idea Generation
Customer and Supplier Suggestions
Employee and Co-Worker Suggestions
Research and Development Breakthroughs
Competitive Products

12. THE NEW-PRODUCT PROCESS
Screening and Evaluation
Internal Approach
External Approach

13. THE NEW-PRODUCT PROCESS
Business Analysis
Development
Market Testing
Test Marketing

14. Six important U.S. test markets

15. THE NEW-PRODUCT PROCESS
Market Testing
Simulated Test Markets
When Test Markets Don’t Work

16. THE NEW-PRODUCT PROCESS
Commercialization
Burger King’s French Fries: The Complexities of Commercialization
The Risks and Uncertainties of the Commercialization Stage
Slotting fee
Failure fee
Speed as a Factor in New-Product Process

17. Marketing information and methods used in the new-product process