{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}


CHAPTER 10 COMPLETE mkt - Purposes of the Full Screen...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
March 26, 2009 Chapter 10 – The Full Screen Purposes of the Full Screen BEFORE we Launch, we must decide whether technical resources should be devoted to a project The answer must be YES to these questions: (why) because development = technical + mkting Can we do it? (is the technical accomplishment feasible?) Do we want to do it? (is the commercial accomplishment feasible?) Do this by: (1) Recycling and reworking concepts (2) Rank ordering good concepts (3) Track appraisals of failed concepts (4) Encourage cross-functional communication Screening Alternatives You need managerial opinion (execs have the final word) Concept test followed by sales forecast Scoring models (are used when deciding which product to approve) [corporation pyramid picture – in slides] A Scoring Model for Full Screen *key factors to predicting a product’s commercial success in the market!!
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
How do you deal with pessimistic vs. optimistic people? 1. Drop the outliers (highest/lowest) 2. Redesign criteria of rating 3. Cluster analysis on ratings; find 70-80% of the cluster of pessimists and optimists and filter back to the mean 4. Increase sample size; then track this group separately from now on [Distribution graph] The Scorers SCORING TEAM : 1. Major functions (marketing, technical, operations, finance) 2. New products managers 3. Staff specialists (IT, distribution, procurement, PR, HR) Problems with SCORERS : May always be pessimistic/optimistic May be “moody” May always score neutral May be less reliable or accurate May be easily swayed by the group May be erratic IRI Scoring Model
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '10
  • staff
  • AHP, Analytic Hierarchy Process, scoring model, technical accomplishment, Technical success factors, Screen *key factors

{[ snackBarMessage ]}

Page1 / 7

CHAPTER 10 COMPLETE mkt - Purposes of the Full Screen...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online