CH20Introducing-New-Market-Offerings(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12theditionKotlerKeller20IntroducingNewMarketOfferings20-2ChapterQuestionsWhatchallengesdoesacompanyfaceindevelopingnewproducts?Whatorganizationalstructuresareusedtomanagenew-productdevelopment?Whatarethemainstagesindevelopingnewproducts?Whatisthebestwaytosetupthenew-productdevelopmentprocess?Whatfactorsaffecttherateofdiffusionandconsumeradoptionofnewlylaunchedproducts?20-3CategoriesofNewProductsNew-to-the-worldNewproductlinesAdditionstoproductlinesImprovementstoproductsRepositioningsCostreductions20-4FactorsThatLimitNewProductDevelopmentShortageofideasFragmentedmarketsSocialandgovernmentalconstraintsCostofdevelopmentCapitalshortagesFasterrequireddevelopmenttimeShorterproductlifecycles20-5VentureTeamCross-functionalgroupchargedwithdevelopingaspecificproductorbusiness;Intrapreneursarerelievedofotherdutiesandprovidedabudgetandtimeframe.20-6CriteriaforStaffingVentureTeamsDesiredteamleadershipstyleDesiredlevelofleaderexpertiseTeammemberskillsandexpertiseLevelofinterestinconceptPotentialforpersonalrewardDiversityofteammembers20-7IdeaGeneration:CreativityTechniquesAttributelistingForcedrelationshipsMorphologicalanalysisReverseassumptionanalysisNewcontextsMindmapping20-8VariationsonFailureAbsoluteproductfailurePartialproductfailureRelativeproductfailure20-9ConceptsinConceptDevelopmentProductideaProductconceptCategoryconceptBrandconceptConcepttesting20-10ConceptTestingCommunicabilityandbelievabilityNeedlevelGaplevelPerceivedvaluePurchaseintentionUsertargets,purchaseoccasions,purchasingfrequency20-11MarketingStrategyTargetmarket’ssize,structure,andbehaviorPlannedprice,distribution,andpromotionforYear1Long-runsalesandprofitgoalsandmarketing-mixstrategyovertime20-12ProductDevelopmentQualityfunctiondeployment(QFD)CustomerattributesEngineeringattributes20-13PrototypeTestingAlphatestingBesttestingRank-ordermethodPaired-comparisonmethodMonadic-ratingmethodMarkettesting20-14ConsumerGoodsMarketTestingSales-WaveResearchSimulatedTestMarketingControlledTestMarketingTestMarkets20-15TestMarketDecisionsHowmanytestcities?Whichcities?Lengthoftest?Whatinformation?Whatactiontotake?20-16TimingofMarketEntryFirstentryParallelentryLateentry20-17CriteriaforChoosingRolloutMarketsMarketpotentialCompany’slocalreputationCostoffillingpipelineCostofcommunicationmedia20-18Consumer-AdoptionProcessAdoptionisanindividual’sdecisiontobecomearegularuserofaproduct.20-19StagesintheAdoptionProcessAwarenessInterestEvaluationTrialAdoption20-20AdopterCategorizationInnovatorsEarlyadoptersEarlymajorityLatemajorityLaggards20-21CharacteristicsofanInnovationRelativeadvantageCompatibilityComplexityDivisibilityCommunicability