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Principles of Marketing: New-Product Development and Product Life-Cycle Strategies
Principles of Marketing: New-Product Development and Product Life-Cycle Strategies
Principles of Marketing
New-Product Development
and Product Life-Cycle
Strategies
Learning Objectives
After studying this chapter, you should be able to:
1.
Explain how companies find and develop newproduct ideas
2.
List and define the steps in the new-product
development process and the major considerations
in managing this process
3.
Describe the stages of the product life cycle
4.
Describe how marketing strategies change during
the products life cycle
5.
Discuss two additional product and services issues:
socially responsible product decisions and
international product and services marketing
9-2
Chapter Outline
1.
2.
3.
4.
5.
9-3
Acquisition
New-product development
9-4
9-5
Poor design
Incorrect positioning
Wrong timing
Ineffective promotion
Management influence
Competition
9-6
1.
2.
3.
4.
5.
6.
7.
8.
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialization
9-7
Internal
External
9-8
9-10
9-12
9-13
Part 2:
Part 3:
9-15
9-16
Low costs
Management confidence
9-18
9-19
9-20
Cost
Time
Competitor interference
Faster
When to launch
Where to launch
9-25
Managing New-Product
Development
Successful new product development should be:
Customer-centered
Team-centered
Systematic
9-26
Managing New-Product
Development
New-Product Development Strategies
Customer-centered new-product
development focuses on finding new ways
to solve customer problems and create more
customer-satisfying experiences
Managing New-Product
Development
New-Product Development Strategies
Sequential new-product development is a
development approach where company
departments work closely together individually to
complete each stage of the process before passing
along to the next department or stage
Slow
9-28
Managing New-Product
Development
New-Product Development Strategies
Team-based new-product development is
a development approach where company
departments work closely together in crossfunctional teams, overlapping in the
product-development process to save time
and increase effectiveness
9-29
Managing New-Product
Development
New-Product Development Strategies
Team-based versus sequential new-product
development
9-30
Managing New-Product
Development
New-Product Development Strategies
Systematic new-product development is
an innovative development approach that
collects, reviews, evaluates, and manages
new-product ideas
Product development
Introduction
Growth
Maturity
Decline
9-32
Product class
Product form
Brand
9-33
9-35
9-36
Takes time
Little or no profit
9-37
Sales increase
New competitors enter the market
Price stability or decline to increase volume
Consumer education
Profits increase
Promotion and manufacturing costs gain economies of scale
Product quality increases
New features
New market segments and distribution channels are entered
9-38
Slowdown in sales
Many suppliers
Substitute products
Overcapacity leads to competition
Increased promotion and R&D to support sales and
profits
9-39
Market modifying
Product modifying
Marketing mix modifying
9-40
New users
Price
Promotion
Distribution channels
9-42
9-43
9-44