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Lectures Marketing management: Chapter 20 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 20: Introducing new market offerings" provides students with the knowledge: New product options, challenges in new product development, organisational arrangements, the consumer-Adoption process. Invite you to refer to the disclosures. | CHAPTER 20 INTRODUCING NEW MARKET OFFERINGS Nguyen Tien Dung MBA Email dung.nguyentien3@hust.edu.vn Chapter Questions What challenges does a company face in developing new products and services What organizational structures and processes do managers use to manage new-product development What are the main stages in developing new products and services What is the best way to manage the new-product development process What factors affect the rate of diffusion and consumer adoption of newly launched products and services Nguyễn Tiến Dũng 2 Main Contents 1. New Product Options 2. Challenges in New-Product Development 3. Organisational Arrangements 4. The Consumer-Adoption Process Nguyễn Tiến Dũng