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After studying this chapter, you should be able to: Explain how companies find and develop new-product ideas List and define the steps in the new-product development process and the major considerations in managing this process Describe the stages of the product life cycle Describe how marketing strategies change during the products life cycle
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Chapter Outline
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New-Product Development Strategy New-Product Development Process Managing New-Product Development Product Life-Cycle Strategies Additional Product and Service Considerations
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Idea generation Idea screening Concept development and testing Marketing strategy development
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When firms test market 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
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Style is a basic and distinctive mode of expression. Once a style is invented, it may last
for generations, passing in and out of vogue.
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Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity. Eg. Tamagotchi
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Product modifying
eg. Snowy Mooncake
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Introduction Low sales High cost per customer Negative Innovators Few
Growth Rapidly rising sales Average cost per customer Rising profits Early adopters Growing number
Maturity Peak sales Low cost per customer High profits Middle majority Stable number beginning to decline
Decline Declining sales Low cost per customer Declining profits Laggards Declining number
Marketing Objectives
Create product awareness and trial Strategies Product Offer a basic product Offer product extensions, service warranty Price to penetrate market Build intensive distribution Build awareness and interest in the mass market Reduce to take advantage of heavy consumer demand Diversify brand and models Price to match or beat competitors Build more intensive distribution Stress brand differences and benefits Increase to encourage brand switching Phase out weak items Maximize market share Maximize profit while defending market share Reduce expenditure and milk the brand
Price Distribution
Use cost-plus Build selective distribution Build product awareness among early adopters and dealers Use heavy sales promotion to entice trial
Cut price Go selective: phase out unprofitable outlets Reduce to level needed to retain hardcore loyals
Advertising
Sales Promotion