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Transcript
NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail Marketing Reasons for New-Product Failures • Insignificant Point of Difference • Incomplete Market and Product Definition Before Product Development Starts Slide 10-30 NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail Marketing Reasons for New-Product Failures • Too Little Market Attractiveness • Poor Execution of the Marketing Mix • Poor Product Quality or Insensitivity to Customer Needs on Critical Factors Slide 10-34 NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • Why Products Succeed or Fail Marketing Reasons for New-Product Failures • Bad Timing • No Economic Access to Buyers A Look at Some Failures Slide 10-35 THE NEW-PRODUCT PROCESS • New-Product Process • New-Product Strategy Development Identifying Markets and Strategic Roles Cross-Functional Teams and New-Product Development • Cross-Functional Teams Slide 10-41 THE NEW-PRODUCT PROCESS • Idea Generation Customer and Supplier Suggestions Employee Suggestions Research and Development Breakthroughs Competitive Products Slide 10-46 THE NEW-PRODUCT PROCESS • Screening and Evaluation Internal Approach External Approach • Concept Tests Slide 10-52 THE NEW-PRODUCT PROCESS • Business Analysis Prototype Assessing the “Business Fit” of the New Product Big G Plus Pillsbury: Increasing Emphasis on Synergies and Segments Slide 10-56 THE NEW-PRODUCT PROCESS • Development • Market Testing Test Marketing When Test Markets Don’t Work Slide 10-58 THE NEW-PRODUCT PROCESS • Commercialization The Risks and Uncertainties of the Commercialization Stage Speed as a Factor in New-Product Success • Time to Market (TtM) • Parallel Development Slide 10-61