Enviar búsqueda
Cargar
marketing
•
Descargar como PPT, PDF
•
0 recomendaciones
•
191 vistas
S
srikant_raut2000
Seguir
Economía y finanzas
Empresariales
Denunciar
Compartir
Denunciar
Compartir
1 de 19
Descargar ahora
Recomendados
Product Planning
Product Planning
Humbled Love
Product life cycle, new product development,diffusion and adoption ,packaging...
Product life cycle, new product development,diffusion and adoption ,packaging...
VARSHA RATHOD
Global Product Strategies
Global Product Strategies
Raymond Koh
Entrepreneurship 101 - Product Development
Entrepreneurship 101 - Product Development
MaRS Discovery District
Values Sensitive Innovation
Values Sensitive Innovation
Peter Jones
Introduction to Product
Introduction to Product
Somdeep Sen
Etm551 lecture01
Etm551 lecture01
Umanath R Poojary
Chapter 5 Product Strategy
Chapter 5 Product Strategy
Izzuddin Norrahman
Recomendados
Product Planning
Product Planning
Humbled Love
Product life cycle, new product development,diffusion and adoption ,packaging...
Product life cycle, new product development,diffusion and adoption ,packaging...
VARSHA RATHOD
Global Product Strategies
Global Product Strategies
Raymond Koh
Entrepreneurship 101 - Product Development
Entrepreneurship 101 - Product Development
MaRS Discovery District
Values Sensitive Innovation
Values Sensitive Innovation
Peter Jones
Introduction to Product
Introduction to Product
Somdeep Sen
Etm551 lecture01
Etm551 lecture01
Umanath R Poojary
Chapter 5 Product Strategy
Chapter 5 Product Strategy
Izzuddin Norrahman
Product and Services Strategies
Product and Services Strategies
ISAAC Jayant
Product and brand discussion
Product and brand discussion
StudsPlanet.com
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Cibin Mathew
Product line decisions & Product Life Cycle
Product line decisions & Product Life Cycle
Manu Antony
Pmd
Pmd
Manish Patidar
marketing mix and product decisions
marketing mix and product decisions
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
pricing strategies
pricing strategies
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
Product1 –
Product1 –
Citibank N.A.
Product mix, strategies and product line designs
Product mix, strategies and product line designs
harshul_777
Product strategy
Product strategy
MC Tubera
Brand Imitation
Brand Imitation
Sidvin Shetty
Product innovation
Product innovation
Manas Das
Product mix ppt
Product mix ppt
Pravesh Shah
International Product decisions
International Product decisions
Maulik Thaker
Product Differentiation Strategies in Food sector
Product Differentiation Strategies in Food sector
Lorenzo Cinetto
Girisimcilik Uygulama Esasları
Girisimcilik Uygulama Esasları
GirisimcilikOkulu
Presentacion del comparendo
Presentacion del comparendo
Ferney Arenas Rojas
Communicationdesigners.org cda zh talk
Communicationdesigners.org cda zh talk
CDAZURICH
Presentacion del negocio v2.7
Presentacion del negocio v2.7
Pierre Gerbaud
Neglected Tropical Diseases
Neglected Tropical Diseases
mariavfdez
Baby shower
Baby shower
Detsyta
Web page evaluation
Web page evaluation
amcconnell06
Más contenido relacionado
La actualidad más candente
Product and Services Strategies
Product and Services Strategies
ISAAC Jayant
Product and brand discussion
Product and brand discussion
StudsPlanet.com
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Cibin Mathew
Product line decisions & Product Life Cycle
Product line decisions & Product Life Cycle
Manu Antony
Pmd
Pmd
Manish Patidar
marketing mix and product decisions
marketing mix and product decisions
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
pricing strategies
pricing strategies
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
Product1 –
Product1 –
Citibank N.A.
Product mix, strategies and product line designs
Product mix, strategies and product line designs
harshul_777
Product strategy
Product strategy
MC Tubera
Brand Imitation
Brand Imitation
Sidvin Shetty
Product innovation
Product innovation
Manas Das
Product mix ppt
Product mix ppt
Pravesh Shah
International Product decisions
International Product decisions
Maulik Thaker
Product Differentiation Strategies in Food sector
Product Differentiation Strategies in Food sector
Lorenzo Cinetto
La actualidad más candente
(15)
Product and Services Strategies
Product and Services Strategies
Product and brand discussion
Product and brand discussion
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Product line decisions & Product Life Cycle
Product line decisions & Product Life Cycle
Pmd
Pmd
marketing mix and product decisions
marketing mix and product decisions
pricing strategies
pricing strategies
Product1 –
Product1 –
Product mix, strategies and product line designs
Product mix, strategies and product line designs
Product strategy
Product strategy
Brand Imitation
Brand Imitation
Product innovation
Product innovation
Product mix ppt
Product mix ppt
International Product decisions
International Product decisions
Product Differentiation Strategies in Food sector
Product Differentiation Strategies in Food sector
Destacado
Girisimcilik Uygulama Esasları
Girisimcilik Uygulama Esasları
GirisimcilikOkulu
Presentacion del comparendo
Presentacion del comparendo
Ferney Arenas Rojas
Communicationdesigners.org cda zh talk
Communicationdesigners.org cda zh talk
CDAZURICH
Presentacion del negocio v2.7
Presentacion del negocio v2.7
Pierre Gerbaud
Neglected Tropical Diseases
Neglected Tropical Diseases
mariavfdez
Baby shower
Baby shower
Detsyta
Web page evaluation
Web page evaluation
amcconnell06
Universal Design for Learning
Universal Design for Learning
hmmertz
Girişimcilik Destek Programı
Girişimcilik Destek Programı
GirisimcilikOkulu
Snappview
Snappview
Xavier de Ryckel
Hrm case presentation
Hrm case presentation
Shiva Subramanian
Kashmir
Kashmir
Othman Alzaabi
Billar detsy jadan
Billar detsy jadan
Detsyta
Sam Trading Services Profile
Sam Trading Services Profile
khabazsa
Wat app
Wat app
Xavier de Ryckel
Hibernate caching
Hibernate caching
bsudy
Michelin Sergeant Davy
Michelin Sergeant Davy
SergeantDavy
Online Job Portal Document
Online Job Portal Document
Avinash Singh
Destacado
(18)
Girisimcilik Uygulama Esasları
Girisimcilik Uygulama Esasları
Presentacion del comparendo
Presentacion del comparendo
Communicationdesigners.org cda zh talk
Communicationdesigners.org cda zh talk
Presentacion del negocio v2.7
Presentacion del negocio v2.7
Neglected Tropical Diseases
Neglected Tropical Diseases
Baby shower
Baby shower
Web page evaluation
Web page evaluation
Universal Design for Learning
Universal Design for Learning
Girişimcilik Destek Programı
Girişimcilik Destek Programı
Snappview
Snappview
Hrm case presentation
Hrm case presentation
Kashmir
Kashmir
Billar detsy jadan
Billar detsy jadan
Sam Trading Services Profile
Sam Trading Services Profile
Wat app
Wat app
Hibernate caching
Hibernate caching
Michelin Sergeant Davy
Michelin Sergeant Davy
Online Job Portal Document
Online Job Portal Document
Similar a marketing
New product development and life cycle strategies
New product development and life cycle strategies
Francis Clark Adriano
Product planning
Product planning
Rahul Chandra
Industrial Products
Industrial Products
Ahmad Zeeshan
Chapter 6: Creating Offerings
Chapter 6: Creating Offerings
tjamisonedu
pm assignment for college students for scoring
pm assignment for college students for scoring
Jaypatel645080
Chapter09.ppt
Chapter09.ppt
ssuser8638f4
Mm session 10 12
Mm session 10 12
DrSiddharthMisra
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
Neeraj Bhandari
chapter 3 NEW PRODUCT DEVELOPMENT logistics.pptx
chapter 3 NEW PRODUCT DEVELOPMENT logistics.pptx
DanielDeGuzman23
Developing and Managing Brand powerpoint presentation
Developing and Managing Brand powerpoint presentation
MaryFylLina
Product Life Cycle (Managing Products and Brands)
Product Life Cycle (Managing Products and Brands)
Chelbert Yuto
MKT001_PPT03-1.PRODUCT.pptx in marketing management
MKT001_PPT03-1.PRODUCT.pptx in marketing management
RodeMalien1
Product innovation presentation by archit
Product innovation presentation by archit
Archit Sharma
Wirlpool ppt
Wirlpool ppt
mandeepsaini1991
Brand longevity
Brand longevity
Harsh Ajmera
Product
Product
Rose Santos
Current issues in manangement
Current issues in manangement
YawehElShaddai
Product_Brand_Management
Product_Brand_Management
Abhinandan Kansal
Product planning & development
Product planning & development
Soma Giri
Product Camp New Products
Product Camp New Products
tomh18
Similar a marketing
(20)
New product development and life cycle strategies
New product development and life cycle strategies
Product planning
Product planning
Industrial Products
Industrial Products
Chapter 6: Creating Offerings
Chapter 6: Creating Offerings
pm assignment for college students for scoring
pm assignment for college students for scoring
Chapter09.ppt
Chapter09.ppt
Mm session 10 12
Mm session 10 12
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
chapter 3 NEW PRODUCT DEVELOPMENT logistics.pptx
chapter 3 NEW PRODUCT DEVELOPMENT logistics.pptx
Developing and Managing Brand powerpoint presentation
Developing and Managing Brand powerpoint presentation
Product Life Cycle (Managing Products and Brands)
Product Life Cycle (Managing Products and Brands)
MKT001_PPT03-1.PRODUCT.pptx in marketing management
MKT001_PPT03-1.PRODUCT.pptx in marketing management
Product innovation presentation by archit
Product innovation presentation by archit
Wirlpool ppt
Wirlpool ppt
Brand longevity
Brand longevity
Product
Product
Current issues in manangement
Current issues in manangement
Product_Brand_Management
Product_Brand_Management
Product planning & development
Product planning & development
Product Camp New Products
Product Camp New Products
Último
How Automation is Driving Efficiency Through the Last Mile of Reporting
How Automation is Driving Efficiency Through the Last Mile of Reporting
Aggregage
Tenets of Physiocracy History of Economic
Tenets of Physiocracy History of Economic
cinemoviesu
Quantitative Analysis of Retail Sector Companies
Quantitative Analysis of Retail Sector Companies
prashantbhati354
Stock Market Brief Deck FOR 4/17 video.pdf
Stock Market Brief Deck FOR 4/17 video.pdf
Michael Silva
Classical Theory of Macroeconomics by Adam Smith
Classical Theory of Macroeconomics by Adam Smith
AdamYassin2
(办理学位证)加拿大萨省大学毕业证成绩单原版一比一
(办理学位证)加拿大萨省大学毕业证成绩单原版一比一
S SDS
government_intervention_in_business_ownership[1].pdf
government_intervention_in_business_ownership[1].pdf
shaunmashale756
原版1:1复刻温哥华岛大学毕业证Vancouver毕业证留信学历认证
原版1:1复刻温哥华岛大学毕业证Vancouver毕业证留信学历认证
rjrjkk
Bladex Earnings Call Presentation 1Q2024
Bladex Earnings Call Presentation 1Q2024
Bladex
Vp Girls near me Delhi Call Now or WhatsApp
Vp Girls near me Delhi Call Now or WhatsApp
miss dipika
NO1 Certified Ilam kala Jadu Specialist Expert In Bahawalpur, Sargodha, Sialk...
NO1 Certified Ilam kala Jadu Specialist Expert In Bahawalpur, Sargodha, Sialk...
Amil Baba Dawood bangali
Lundin Gold April 2024 Corporate Presentation v4.pdf
Lundin Gold April 2024 Corporate Presentation v4.pdf
Adnet Communications
Interimreport1 January–31 March2024 Elo Mutual Pension Insurance Company
Interimreport1 January–31 March2024 Elo Mutual Pension Insurance Company
Työeläkeyhtiö Elo
(办理原版一样)QUT毕业证昆士兰科技大学毕业证学位证留信学历认证成绩单补办
(办理原版一样)QUT毕业证昆士兰科技大学毕业证学位证留信学历认证成绩单补办
fqiuho152
call girls in Nand Nagri (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Nand Nagri (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
9953056974 Low Rate Call Girls In Saket, Delhi NCR
Bladex 1Q24 Earning Results Presentation
Bladex 1Q24 Earning Results Presentation
Bladex
Stock Market Brief Deck for 4/24/24 .pdf
Stock Market Brief Deck for 4/24/24 .pdf
Michael Silva
Current Economic situation of Pakistan .pptx
Current Economic situation of Pakistan .pptx
uzma244191
AfRESFullPaper22018EmpiricalPerformanceofRealEstateInvestmentTrustsandShareho...
AfRESFullPaper22018EmpiricalPerformanceofRealEstateInvestmentTrustsandShareho...
yordanosyohannes2
(中央兰开夏大学毕业证学位证成绩单-案例)
(中央兰开夏大学毕业证学位证成绩单-案例)
twfkn8xj
Último
(20)
How Automation is Driving Efficiency Through the Last Mile of Reporting
How Automation is Driving Efficiency Through the Last Mile of Reporting
Tenets of Physiocracy History of Economic
Tenets of Physiocracy History of Economic
Quantitative Analysis of Retail Sector Companies
Quantitative Analysis of Retail Sector Companies
Stock Market Brief Deck FOR 4/17 video.pdf
Stock Market Brief Deck FOR 4/17 video.pdf
Classical Theory of Macroeconomics by Adam Smith
Classical Theory of Macroeconomics by Adam Smith
(办理学位证)加拿大萨省大学毕业证成绩单原版一比一
(办理学位证)加拿大萨省大学毕业证成绩单原版一比一
government_intervention_in_business_ownership[1].pdf
government_intervention_in_business_ownership[1].pdf
原版1:1复刻温哥华岛大学毕业证Vancouver毕业证留信学历认证
原版1:1复刻温哥华岛大学毕业证Vancouver毕业证留信学历认证
Bladex Earnings Call Presentation 1Q2024
Bladex Earnings Call Presentation 1Q2024
Vp Girls near me Delhi Call Now or WhatsApp
Vp Girls near me Delhi Call Now or WhatsApp
NO1 Certified Ilam kala Jadu Specialist Expert In Bahawalpur, Sargodha, Sialk...
NO1 Certified Ilam kala Jadu Specialist Expert In Bahawalpur, Sargodha, Sialk...
Lundin Gold April 2024 Corporate Presentation v4.pdf
Lundin Gold April 2024 Corporate Presentation v4.pdf
Interimreport1 January–31 March2024 Elo Mutual Pension Insurance Company
Interimreport1 January–31 March2024 Elo Mutual Pension Insurance Company
(办理原版一样)QUT毕业证昆士兰科技大学毕业证学位证留信学历认证成绩单补办
(办理原版一样)QUT毕业证昆士兰科技大学毕业证学位证留信学历认证成绩单补办
call girls in Nand Nagri (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Nand Nagri (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
Bladex 1Q24 Earning Results Presentation
Bladex 1Q24 Earning Results Presentation
Stock Market Brief Deck for 4/24/24 .pdf
Stock Market Brief Deck for 4/24/24 .pdf
Current Economic situation of Pakistan .pptx
Current Economic situation of Pakistan .pptx
AfRESFullPaper22018EmpiricalPerformanceofRealEstateInvestmentTrustsandShareho...
AfRESFullPaper22018EmpiricalPerformanceofRealEstateInvestmentTrustsandShareho...
(中央兰开夏大学毕业证学位证成绩单-案例)
(中央兰开夏大学毕业证学位证成绩单-案例)
marketing
1.
Chapter 9 Product Planning
and Development Sommers S Barnes Ninth Canadian Edition Presentation by Karen A. Blotnicky Mount Saint Vincent University, Halifax, NS Copyright © 2001 by McGraw-Hill Ryerson Limited
2.
Chapter Goals To gain
an understanding of: • The meaning of total “product” and “new” product • Classification of business and consumer products and its relevance to marketing planning • Product innovation • The product-development process • When to add new products to a product line • The adoption and diffusion process for products • Organizational structures for product planning and development Copyright © 2001 McGraw-Hill Ryerson Limited 9-2
3.
What is a
Product? • it is more than physical products; includes services, places, persons, and ideas • it is easy to visualize the products of Esso, but more difficult to describe those of the Toronto Symphony, UNICEF, or the Salvation Army • some products are sold only to consumers, while others are sold to organizations • whether a product is a consumer product or a business product depends on how it is used Copyright © 2001 McGraw-Hill Ryerson Limited 9-3
4.
The Total Product
Product quality Physical Seller’s characteristics services of goods Seller’s Price reputation Colour Brand Product warranty Packaging Design Copyright © 2001 McGraw-Hill Ryerson Limited 9-4
5.
Consumer Goods Classes Consumer products
can be classified by the buying behaviour of the consumers: • Convenience goods are bought with little time and effort, such as milk, bread, a chocolate bar. • Shopping goods are those where extensive comparison is the norm-- cars, furniture, clothes. • Specialty goods are those for which consumers have a strong brand preference. BMW, Armani. • Unsought goods are those now unknown to the consumer or, if known, undesired. Copyright © 2001 McGraw-Hill Ryerson Limited 9-5
6.
Classifying Business Products • raw
materials: unprocessed, become part of materials other manufactured products • manufactured parts and materials: processed products that become part of other products • installations: major buildings and equipment • accessory equipment: used in operations, include computers, desks, tools • operating supplies: low value, used by most supplies firms, convenience products for businesses Copyright © 2001 McGraw-Hill Ryerson Limited 9-6
7.
Innovation is Required • Products
go through life cycles-- you need new ones coming on stream. • Profits highest when products new. • Consumers more selective: they look carefully at each purchase. Also a little jaded. • High failure rates in the 75% range. • Leads to new products: • Innovative= truly unique • Improved, with valuable new benefits • Imitative, another “me too” product. Copyright © 2001 McGraw-Hill Ryerson Limited 9-7
8.
Ten World-Class Product Failures 1.
Ford’s Edsel automobile. 2. Dupont’s Corfam synthetic leather. 3. Polaroid’s Polavision. 4. United Artist’s Heaven’s Gate western movie. 5. RCA’s Videodisc. 6. Time’s TV-Cable Week magazine. 7. IBM’s PCjr. 8. New Coke. 9. R.J. Reynolds’ Premier cigarette. 10. Nutrasweet’s Simplesse fat substitute. Copyright © 2001 McGraw-Hill Ryerson Limited 9-8
9.
New Product Development • companies
must be constantly modifying existing products and developing new ones; the marketplace demands it • how new is new? most new products are modifications of or extensions to existing ones • the introduction of a new product is a strategic decision which should be guided by the company’s goals and a new product introduction strategy Copyright © 2001 McGraw-Hill Ryerson Limited 9-9
10.
Identify
The New Product the strategic Development Process role of new products, then... 1. 2. 3. 4. 5. 6. Idea Screening Business Prototype Market Commer- generation of ideas analysis development Tests cialization Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 10
11.
The New Product
Development Process • A new product is best developed through a series of six stages: • The first two stages provide a focus for generating new-product ideas and a basis for evaluating them. • The next three stages deal with ideas and are the least expensive. • In their haste, some companies skip stages — the most common omission being market tests. Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 11 9-7
12.
Criteria for New Products •
there must be adequate market demand: this is necessary but not sufficient for success • must satisfy key financial criteria • must be compatible with environmental standards • must fit with the company’s marketing structure • should also be compatible with production capabilities, satisfy legal requirements, and fit with corporate goals and objectives Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 12
13.
Development of New Product
Strategy Company Product Strategy Examples Goals Defend market Introduce addition to Pizza Hut’s “Big share existing produce New Yorker” and line/ revise existing “Stuffed Crust” product pies Strengthen Introduce a really Digital cameras reputation as new product - not introduced by an innovator just an extension of Sony, Canon, an existing product and other firms Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 13
14.
Adoption-Diffusion Process • different new
products are adopted by consumers at different rates • the individual consumer goes through certain stages before adopting a new product • marketers must be interested in first creating awareness, then interest, then trial, before the consumer is considered an adopter • some people are genuine innovators, while others wait and try later; some never adopt Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 14
15.
New Product Adoption and
Diffusion • Adoption process: The decision- making activity of an individual through which the new product is accepted. • Diffusion: The process by which an innovation is spread through a social system over time. Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 15
16.
Stages in the Adoption
Process • awareness: customer is exposed to the product • interest: interest and information seeking • evaluation: assessment of the advantages and disadvantages of the new product • trial: customer tries the product in low-risk situation; may be a sample or test drive • adoption: customer decides to buy the product • confirmation: customer decides to stay with the product; attempts dissonance reduction Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 16
17.
Adopter Categories • Researchers
have identified five categories of individual adopters for new products: • Innovators — 3% of the market. • Early adopters — 13% of the market. • Early majority — 34% of the market. • Late majority — 34% of the market. • Laggards — 16% of the market. • In addition, some individuals — nonadopters — never accept the innovation. Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 17
18.
Five Characteristics Affecting Adoption
Rate: Example Evaluation of new safer baseball for youngsters: 1. Relative advantage—superior to current balls in terms of safety but not tradition. 2. Compatibility—coincides with cultural values and experiences of parents but not of coaches. 3. Complexity—no problem understanding. 4. Trialability—ball can be easily tested. 5. Observability—can see a youngster who’s hit with the new ball dust off and trot to first base. Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 18
19.
New Product Organization Companies take
a variety of approaches to organizing the new product function: • product-planning committees • new-product departments • cross-functional new venture teams • product managers • many larger firms are replacing the product manager with category managers Copyright © 2001 McGraw-Hill Ryerson Limited 9 - 19
Descargar ahora