New-Product Development and Product Life-Cycle Strategies

1. New-Product Development and Product Life-Cycle Strategies Marketing : An Introduction An Asian Perspective

2. New-Product Development Strategy Acquisition of: Companies Patents Licenses New Products: Original Products Improvements Modifications Strategies for Obtaining New-Product Ideas

4. Major Stages in New-Product Development

5. Idea Generation Company Employees Customers Competitors Distributors Suppliers

6. Idea Generation When Heinz asked kids what would make the product more fun, they said, “Change the color!” so, Heinz developed and launched EZ Squirt, now in a variety of colors targeted at kids. The EZ Squirt bottle’s special nozzle also emits a thin stream so tykes can autograph their burgers.

11. Marketing Strategy Development Part One Describes: The Target Market Planned Product Positioning Sales, Market Share, & Profit Goals Part Two Outlines the First-Year’s: Product’s Planned Price Distribution Marketing Budget Part Three Describes Long-Run: Sales & Profit Goals Marketing Mix Strategy

16. New-Product Development-Successful Product Concepts, Costs and Risk

17. Sales and Profits Over the Product’s Life from Inception to Decline (The Product Life Cycle) Figure 8.3

19. The Product Life Cycle Applied to the Digital Video Market

21. Alternative PLC Shapes

22. Practical Problems of PLC Hard to identify which stage of the PLC the product is in Hard to pinpoint when the product moves to next stage Hard to identify factors that affect product’s movement through stages Hard to forecast sales level, length of each stage, and shape of PLC Strategy is both a cause and result of the PLC