Week 1 and 2 - MKTG 4890 0 Introduction: Dr. John Crawford...

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MKTG 4890 Introduction: Dr. John Crawford (Australian) Text: Kotler & Keller “A Framework for Marketing Management” Course Requirements Grading© 0
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Grading Case Studies (Group) 40 Mid-Term Exam (Individual) 30 Final Mktg. Plan (Group) 40 Total 100 0
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MKTG 4890 Intro to Marketing Planning Need for Planning© 0
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Need for Marketing Planning Product Failures 0
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5 World-Class Flops   Ford's Edsel RCA's Videodisc Dupont’s “Corfam Concorde Iridium (Motorola) 0
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Product Failure Issues Introduction Rates of New  Products© 0
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Introductions per Product Category 1475 1860 2213 2314 0 500 1000 1500 2000 2500 1976 1979 1982 2000 Food Industrial 0
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Product Failure Issues Failure Rates of New Products© 0
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Failure Rates by Product Category Product (Research Organization) Failure Rate Food and drug (Nielsen) 86% Food (EFO) 61% Industrial (Conference Board) 38% Industrial (Concept) 24% 0
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42 53 20 61 26 24 86 0 10 20 30 40 50 60 70 80 90 1965/68 1970/74 1975/80 1981/85 2000 Food Industri 0
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Product Failure Issues 7 Reasons for Product Failure© 0
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Why New Products Fail Avoid taking financial risk  Desire to maintain way of life  Crowding No Real Need for Product 0
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Control of Scurvy In British Maritime Scurvy – worst killer of world's sailors  (skin black as ink, ulcers, rictus  of limbs, teeth falling out, gum tissue sprouting from mouth, melancholia)
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Week 1 and 2 - MKTG 4890 0 Introduction: Dr. John Crawford...

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