tailieunhanh - Marketing Management (Philip Kotler) - chapter 20

Câu hỏi trong chương: Những thách thức khi công ty phát triển sản phẩm mới và dịch vụ? • Những cơ cấu tổ chức và quá trình Những thách thức, không một khuôn mặt công ty trong việc phát triển sản phẩm mới và dịch vụ? • Những cơ cấu tổ chức và quá trình kiểm soát sử dụng để quản lý phát triển sản phẩm mới? • Điều gì cần chú ý trong giai đoạn chính của việc phát triển sản phẩm mới và dịch vụ? . | Introducing New Market Offerings Marketing Management, 13th ed 20 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? Chapter Questions (cont.) 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? Categories of New Products New-to-the-world Cost reductions New product lines Additions Improvements Repositionings The World’s Most Innovative Companies Apple Google Toyota General Electric Microsoft Procter & Gamble 3M Walt Disney IBM Sony Wal-Mart Honda Starbucks Target BMW Samsung Seven Notions of Innovation See the future through the eyes of your customer Intellectual property and brand power are key assets Use digital technology to create tools for customers Build a championship team Innovation is a state of mind Speed is critical, so push your organization Partner up if you’re not the best Factors That Limit New Product Development Shortage of ideas Fragmented markets Social and governmental constraints Cost of development Capital shortages Faster required development time Shorter product life cycles What is a Venture Team? A venture team is a cross-functional group charged with developing a specific product or business; intrapreneurs are relieved of other duties and provided a budget and time frame. Criteria for Staffing Venture Teams Desired team leadership style Desired level of leader expertise Team member skills and expertise Level of interest in concept Potential for personal reward Diversity of team members Ways to Find Great New Ideas Run informal sessions with customers Allow time off for technical people to putter on pet projects Make customer brainstorming a part of plant tours Survey your customers Undertake “fly on the wall” . | Introducing New Market Offerings Marketing Management, 13th ed 20 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? Chapter Questions (cont.) 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? Categories of New Products New-to-the-world Cost reductions New product lines Additions Improvements Repositionings The World’s Most Innovative Companies Apple Google Toyota General Electric Microsoft Procter & Gamble 3M Walt Disney IBM Sony Wal-Mart Honda Starbucks Target BMW Samsung Seven Notions of Innovation See the future through the eyes of your customer Intellectual property and brand power are key assets Use digital technology to create tools for customers Build