Download - Chapter 7 New Product Development
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7(NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE) ( 4Ps)
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(Innovative Product) (Modified Product) (Imitated Me-too Product)
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Idea GenerationIdea ScreeningConcept Development and TestingMarketing Strategy DevelopmentBusiness AnalysisProduct DevelopmentTest MarketingCommercialization
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1. (IDEA GENERATION) ( ) ( )
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2. (IDEA SCREENING) (Evaluating Opportunities) (Idea Rating)
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3. (CONCEPT DEVELOPMENT AND TESTING) (Concept Development) (Positioning) (Concept Testing) ? ? ?
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4. (MARKETING STRATEGY DEVELOPMENT) () (Market Size) (Customer Profile) (Positioning) (4 Ps) ()
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5. (BUSINESS ANALYSIS) BCG ApproachProduct-Market Expansion Grid Financial Analyses (Break-even Analysis, Net Present Value, Return on Investment, etc.)
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6. (PRODUCT DEVELOPMENT) (Concept) (Prototype) (Product Attributes)
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7. (TEST MARKETING)
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8. (COMMERCIALIZATION) 4 ? ()? ( : )? ( )? ()
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(PRODUCT LIFE CYCLE PLC) (Introduction Stage) (Growth Stage) (Maturity Stage) (Decline Stage) PLC PLC
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PRODUCT LIFE CYCLE : CHARACTERISTICS
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PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline
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PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline
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PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
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PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
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PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
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PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(Advertising)
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PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(SalesPromotion)
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PATTERNS OF PRODUCT LIFE CYCLE PLC ?
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7 (Stages of product life cycle) PLC