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exam review 1 post - Exam Review 1 The NPD Process The role...

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Exam Review 1
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The NPD Process The role of strategic planning in NPD The stage-gate NPD process Services and new-to-the-world products Case Nothern Telecom: Build-in success factors in the stage-gate system The role of marketing The role of manufacturing Customers not only include end users but also resellers/distributors Different elements of the marketing strategy often influence each other in a product launch.
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Understanding Customers: Eager Seller and Stony Buyers The psychology of gains and losses and new product adoption behavior Customers overvalues losses (The endowment effect, status qua bias) Innovation involves trade-offs It is not enough to simply be better Good product ideas may not succeed
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Understanding Customers: Eager Seller and Stony Buyers How to improve product adoption Understand the tension between new benefits and behavior change Balancing product and behavior change Accepting resistance Be patient Strive for 10X improvement Eliminate the old Minimizing resistance Make behaviorally compatible products Find believer Marketing strategy: vertical and horizontal collaboration
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This note was uploaded on 10/07/2011 for the course MKTG 475 taught by Professor Shaojiecui during the Fall '11 term at Ill. Chicago.

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exam review 1 post - Exam Review 1 The NPD Process The role...

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