1. Marketing Management J. Paul Peter • James H. Donnelly, Jr.
6th Edition
Marketing
Management
Knowledge and Skills

2. New Product Planning and Development
Chapter 7
New Product Planning
and Development

3. Growth Vector Components
Products
Markets Present New
Present Market penetration Product development
New Market development Diversification
Irwin/McGraw-Hill
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Figure 7-1

4. The New Product Development Process
Idea generation
Idea screening
Project planning
Product development
Test marketing
Commercialization
Irwin/McGraw-Hill
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Figure 7-2

5. The New Product Team Core Members Leader New products Manager
Support Members
Support members
In and out, as needed
Scores of functions:
legal,sales,accounting
PR,HRM,advertising,
customer service inside/
outside the firm
All stakeholders
Liaison, not on team
Reached via network
Leader
New products
Manager
Full-time
Experienced
Facilitator
Core Members
R & D
Manufacturing
Design
Market research
Finance
Marketing
Core members
May be full-time
Key function
Permanent
Fuse into a group
SOURCE: C. Merle Crawford, New Products Management, 5th ed. (Burr Ridge, IL:Irwin, 1995), p. 31.