berkchapter_10.ppt
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FIGURE 10-4 Stages in the new-product process 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
New-Product Development Process
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Idea GenerationCourtesy of the Nelson RF Collection
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Idea GenerationCustomer and Supplier SuggestionsEmployee and Co-Worker SuggestionsResearch and Development BreakthroughsCompetitive ProductsTHE NEW-PRODUCT PROCESS
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
BrainstormingThe process of getting a group to think of unlimited ways to vary a product or solve a problem.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Idea ScreeningThe first filter in the product development process, which eliminates ideas that are inconsistent with the organizations new-product strategy or are inappropriate for some other reason.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept TestA test to evaluate a new-product idea, usually before any prototype has been created.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Business Analysis
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
DevelopmentCreation of prototypeMarketing strategyPackaging, branding, labeling Manufacturing feasibility
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Test MarketingThe limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Business AnalysisDevelopmentMarket TestingTest MarketingSimulated Test MarketsWhen Test Markets Do Not WorkTHE NEW-PRODUCT PROCESS
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.Mattels BarbieExtensive Safety Testing
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
CommercializationProductionInventory BuildupDistribution ShipmentsSales TrainingTrade AnnouncementsCustomer AdvertisingSteps inMarketing aNew Product
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
FIGURE 10-5 - Marketing information and methods used in the new-product process