MSC 300-15 Managing Products Services

MSC 300-15 Managing Products Services - MSC 300 Principles...

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05/08/09 Professor Blake Ashdown 1 MSC 300 Principles of Marketing Stages in the new-product process
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05/08/09 Professor Blake Ashdown 2 MSC 300 Principles of Marketing THE NEW-PRODUCT PROCESS New Product Strategy Development Objective: Identify Markets Strategic Roles Cross – Functional Teams Six - Sigma
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05/08/09 Professor Blake Ashdown 3 MSC 300 Principles of Marketing Strategic roles of most successful new products
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05/08/09 Professor Blake Ashdown 4 MSC 300 Principles of Marketing Idea Generation Customer and Supplier Suggestions Employee Suggestions Research and Development Competitive Products
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05/08/09 Professor Blake Ashdown 5 MSC 300 Principles of Marketing Screening and Evaluation Internal Approach The firm evaluates the technical difficulty of the proposal External Approach (1) How does the customer perceive the product? (2) Who would use it? (3) How would it be used?
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05/08/09 Professor Blake Ashdown 6 MSC 300 Principles of Marketing Business Analysis Assessing the “Business Fit”: 1. Consistent with Firm’s mission, etc. 2. Product can be manufactured economically. 1. Marketing & product strategies work. 4. Can the new product can be protected with a patent or copyright . 5. Detailed financial analyses and projections .
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05/08/09 Professor Blake Ashdown 7 MSC 300 Principles of Marketing Departing from its traditional products and most surprising, Kellogg also introduces Special K2O Protein Waters , which deliver 5g of protein per 16-oz. bottle with 50 calories.
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05/08/09 Professor Blake Ashdown 8 MSC 300 Principles of Marketing Development Develop prototype that can be demonstrated. Performing laboratory and consumer tests. Performing safety tests.
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05/08/09 Professor Blake Ashdown 9 MSC 300 Principles of Marketing Market Testing Test marketing involves offering a product for sale on a limited basis in a defined area to determine whether consumers will actually buy the product.
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This note was uploaded on 03/19/2008 for the course MSC 300 taught by Professor Blakeashdown during the Spring '08 term at Michigan State University.

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MSC 300-15 Managing Products Services - MSC 300 Principles...

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