Notes 3-31-08 - Notes 3-31-08 Chapter 10 Wisconsin Cheese...

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Notes 3-31-08 Chapter 10 Wisconsin Cheese Company Video: A husband and wife pair buy this company and try to revitalize it. New Product Development Process: New Product Strategy Idea Generation Idea Screening Business Analysis Development Test Marketing Commercialization New Product Marketing of an Idea as a Product : Al Gore’s idea is that global warming is the preeminent problem facing the world today. He is marketing this idea in a commercial featuring Al Sharpton and Pat Robertson saying they don’t agree on anything, but they both agree on global warming. Idea Generation : Sources of New Product Ideas : - Customers - Employees - Distributors - Competitors - Vendors - R & D - Consultants It is critical at this stage to be working with an open mind. Tips for New Product Development - Disperse R & D around the world - Keep teams small and empower employees - Flatten hierarchy - Encourage generation of crazy new ideas (sometimes they’re not so nuts) - Welcome mistakes Brainstorming: the process of getting a group to think of unlimited ways to vary a product or solve a problem. Idea Screening
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This note was uploaded on 04/07/2008 for the course MKTG 301 taught by Professor Goldman during the Spring '08 term at UMass (Amherst).

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Notes 3-31-08 - Notes 3-31-08 Chapter 10 Wisconsin Cheese...

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