Chap09_MAR255Slides

Chap09_MAR255Slides - Product Management and New-Product...

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Unformatted text preview: Product Management and New-Product Development CHAPTER NINE 1. Understand what is product life cycle. 2. Stages of product life cycle. 3. Know what is involved in designing new products and ZKDW QHZ SURGXFWV UHDOO\ DUH 4. Understand the new-product development process. When we finish this lecture you should Total industry profit (initially loss) Total industry sales Managing Products over Their Life Cycles (Exhibit 9-2) Monopolistic Competition Develops Monopolistic Competition Develops Innovation Attracts Competition Innovation Attracts Competition Market Growth Profits Go Up and Down Profits Peak and Then Decline 'RQW ,JQRUH /RQJ-Term Competitive Trends! Persuasive, More Costly Promotion Brands Are More Similar Greater Price Competition/Price Sensitivity Persuasive, More Costly Promotion Brands Are More Similar Greater Price Competition/Price Sensitivity Market Maturity Sales Level Off, Profits Continue Down Maturity May Last a Long Time Can Be Tried Easy to Communicate Competitive Advantage Can Be Tried Easy to Communicate Competitive...
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Chap09_MAR255Slides - Product Management and New-Product...

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