Marketing_Management_kotler09_basic

Marketing_Management_kotler09_basic - NewProduct...

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New-Product  Development and  Life-Cycle Strategies Chapter 9
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  9 - 2 Learning Goals 1. Learn how companies find and develop  new-product ideas 2. Understand the steps in the new- product development process 3. Know the stages of the product life  cycle 4. Realize how marketing strategies  change during the product’s life cycle
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  9 - 3 Focus on  Innovation Names its culture of  continuous innovation  “renewal” Organizes into  autonomous units  that  help foster innovation billion with 40% of  employees involved in  Corporate Results Annual sales of $36 billion  across 130 countries Global market share of  38%, greater than that of  its nearest three rivals  combined Case Study Nokia
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  9 - 4 Definition New Product Development Development of original products,  product improvements, product  modifications, and new brands through  Goal 1:  Learn how companies find & develop new-product ideas
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  9 - 5 New Product  Development Strategy New products can be obtained via  acquisition or development. New products suffer from high  failure rates. Several reasons account for failure. Goal 1:  Learn how companies find & develop new-product ideas
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  9 - 6 Stages of the New Product  Development Process Stage 1:  Idea Generation  Internal idea sources:    External idea sources:  Customers, competitors, distributors,  suppliers Goal 2:  Understand steps in the new-product development process
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  9 - 7 Stages of the New Product  Development Process Stage 2:  Idea Screening  Product development costs increase  substantially in later stages so poor  ideas must be dropped  Ideas are evaluated against criteria;  most are eliminated Goal 2:  Understand steps in the new-product development process
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This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

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Marketing_Management_kotler09_basic - NewProduct...

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