1. Chapter 10 Learning Activity Ryan Beran

2. Idea Generation Competitive Products – Other Apple products – MP3 players IPod Necklace

3. Screening and Evaluation New and Improved Features – Small and compact – Drop-proof – Many colors – Large memory Internal – Employees test and rate the products – Offer suggestions External – Offer the product to a group of people Let them use the product Have them rate it Offer suggestions Let them keep prototype

4. Business Analysis New and Improved Features – Small and compact – Drop-proof – Many colors – Large memory Marketing Strategy (Target Market) – Women – Ages 15-40 – Penetration Pricing Commercials – Women having fun, dancing, and listening to their IPod Necklace

5. Development Product includes – Small base used for necklace medallion – Headphone cords serve as the chain – Small display on the inside of the IPod Develop machinery, distribution, and advertisements for the future

6. Marketing Testing Simulated Test Markets – Let possible customers get their hands on the product – Have them fill out a questionnaire – Offer a prize for participating in the survey

7. Commercialization After heavily advertising the product – Make more than you expect to sell – Then linger production – Judge sales and production accordingly Eventually come out with an even newer version of the product