Ch09_NE - Developing and Managing Products Chapter 9...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Developing and Managing  Products Chapter 9
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Explain the importance of developing new  products and describe the six categories of  new products. 2.  Explain the steps in the new-product  development process. 3.  Explain why some products succeed and  others fail.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  Discuss global issues in new-product  development. 5.  Explain the diffusion process through  which new products are adopted. 6.  Explain the concept of product life  cycles.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  New Product A product new to the world, the  market, the producer, the seller,  or some combination of these.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Categories of New Products New-To-The-World New Product Lines Product Line Additions Improvements/Revisions Repositioned Products Lower-Priced Products Six Categories Of New Products Heinz Nintendo
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  New-Product  Success Factors Long-Term Commitment New Product Strategy Capitalize on Experience Establish an Environment Cirque du Soleil
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  New-Product Strategy New-Product Strategy Idea Generation Idea Generation Idea Screening Idea Screening Business Analysis Business Analysis Development Development Test Marketing Test Marketing Commercialization Commercialization New Product New Product New-Product  Development Process Exhibit 9.1
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Idea Generation Customers Employees Distributors Consultants Creative Thinking Sources of new Product Ideas Competitors Courtesy of the Nelson RF Collection
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Brainstorming The process of getting a  group to think of unlimited  ways to vary a product or  solve a problem.
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This note was uploaded on 08/22/2009 for the course MKTG 1301 taught by Professor Bethpett during the Fall '05 term at Niagara College.

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Ch09_NE - Developing and Managing Products Chapter 9...

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