对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 09 New Product Development and Product Life Cycle

Principles of Marketing 9-1 Session 9 New Product Development and Product Life Cycle Text:Chapter 9 雒對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－1 Principles of Marketing New Product Development and Product Life Cycle Session 9 Text: Chapter 9

Outline 9-2 I.New-Product Development Strategy II.Managing New-Product Development III.Product Life Cycle Strategies ”對至（竹宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－2 Outline I. New-Product Development Strategy II. Managing New-Product Development III. Product Life Cycle Strategies

9-3 I.New Product Development Strategy 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－3 I. New Product Development Strategy

1-1.Success Factors for New Product Development 9-4 Successful new product development requires: >Top managers'strategic intents implication Abundant resources Flexible organization structure :對计适（的置多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－4 Successful new product development requires: Top managers’ strategic intents & implication  Abundant resources  Flexible organization structure I-1. Success Factors for New Product Development

1-2.Ways to Organize New Product Development 9-5 New Product Venture Teams Product Managers New Product Managers New Product Committees New Product Departments 篮鞋酒价置影大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－5 I-2. Ways to Organize New Product Development  New Product Venture Teams  Product Managers  New Product Managers  New Product Committees  New Product Departments

1-3.New Product Development Process 9-6 Marketing Business Strategy Analysis Concept Product Development Development and Testing Idea Test Screening Marketing Idea Commercialization Generation 至（竹至多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－6 I-3. New Product Development Process Idea Generation Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Product Development Test Marketing Commercialization

1-4.Concepts in Concept Development 9-7 。Product idea ●Product concept ●Category concept Brand concept ●Concept testing ”對至（竹置多大影 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－7 I-4. Concepts in Concept Development  Product idea  Product concept  Category concept  Brand concept  Concept testing

Internal Idea Source Job's Insight 9-8 MacBook Air-一世界上最薄的笔记本电脑” “Pod把1000首歌曲装进你的口袋里” “今天，苹果重新发明了手机！” ■■■■ 至（竹至多大孝 国际商学院市场营销学系 15 University of Intemational Business and Economics

国际商学院 市场营销学系 9－8 Internal Idea Source : Job’s Insight  “MacBook Air——世界上最薄的笔记本电脑”  “iPod 把1000首歌曲装进你的口袋里”  “今天，苹果重新发明了手机！”  ……

External Idea Source 9-9 罗M回下年4：09 神银1银2华到 nl 小米 xiaomi.com 米聊 01 新用户注册 调曲入真实生名 0 1234 请开始说话 √程已脚并两信隐私南明 017 0回 注册 输人目图 发送 已有帐号？点此登录 里按世说证 国 ”對计至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－9 External Idea Source

Product-ldea Rating Device 9-10 Relative Product Product Weight Score Rating Product Success Requirements (a) () (c=a×b) Unique or superior product 40 .8 32 High performance-to-oost ratio .30 6 .18 High marketing dollar support .20 .7 .14 Lack of strong competition .10 5 .05 Total 1.00 .699 eRating scale:.00-.30 poor:.31-.60 fair:.61-.80 good.Minimum acceptance rate:.61 :對肝至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 9－10 Product-Idea Rating Device