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New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
Idea
generation
Idea
screening

Business
analysis
Concept
Development

& Testing
Test
Marketing

Commercialization
1. Idea generation
2. Idea screening
3. Concept development and
testing
4. Marketing strategy
development
5. Business analysis
6. Product development
7. Test marketing
8. Commercialization
New product development life cycel
.

.

.

.
.

.
New product development life cycel
Idea screening refers to reviewing
new-product ideas in order to drop
poor ones as soon as possible
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
is the stage at which the product and
marketing program are introduced into more
realistic marketing settings
Test marketing provides the marketer with
experience in testing the product and entire
marketing program before full introduction
o
o
o
o
o
o
o

New product with large investment
Uncertainty about product or marketing program
When firms may not test market
Simple line extension
Copy of competitor product
Low costs
Management confidence
New product development life cycel
Customer
acquisition

Customer
monitoring

Creating
valve for
customer

Customer
retention
Customer
identification
New product development life cycel
Time

Cost
Competitors can monitor the
test
Competitor interference
Competitors gain access to the
new product before introduction
are panels of stores that have agreed to carry new products for
a fee
Less expensive than standard test markets
Faster than standard test markets
Competitors gain access to the new product
Simulated test markets are events where the firm will
create a shopping environment and note how many
consumers buy the new product and competing
products. Provides measure of trial and the
effectiveness of promotion. Researchers can interview
consumers.
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
Successful new product
development should be:
o Customer-centered
o Team-centered
o Systematic
New product development life cycel
New product development life cycel
New product development life cycel
oProduct Class
oProduct Form
oBrand
o Customer-cantered
o Team-cantered
o Systematic
New product development life cycel
have the longest life cycles, with sales of many
product classes in the mature stage for a long time
have the standard PLC— shape, introduction, rapid
growth, maturity, and decline
have changing PLCs due to competitive threats
is when a company tries
to increase consumption
of the current product
New users
Increase usage of
existing users
New market segments

modifying strategy
is when a company
changes one or more
of the marketing mix
elements
Price
Promotion
Distribution channels

when sales decline or
level off for an extended
time, creating a weak
product
o Maintain the product
o Harvest the product
o Drop the product
New product development life cycel
New product development life cycel
low

high cost per customer
negative
create

product awareness and trial
offer a basic “core”
product
based primarily on cost

:- build selective
distribution

heavy to entice
product trial
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel
New product development life cycel

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New product development life cycel