Developing New Market Offerings参考.ppt

Objectives Challenges in New Product Development (NPD) Organizational Structure NPD Stages Management of NPD Diffusion Adoption of New Products Why New Products Fail “Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction Challenges in NPD Idea Shortage Fragmented Markets Social Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles New Product Development Process Probability of Success Concept Development Testing Product Brand Positioning Conjoint Analysis Consumer-Goods Market Testing Commercialization Adopter Categorization of the Basis of Relative Time of Adoption of Innovations Characteristics of the Innovation Rate of Adoption Relative advantage Compatibility Complexity Divisibility Communicability Objectives Factors to Consider Before Going Global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of Global Activities Major Decisions in International Marketing Challenges in Going Global Shifting borders Unstable governments Foreign-exchange Corruption Technological pirating Criteria for Entry Market Attractiveness Risk Competitive Advantage Five Models of EntryInto Foreign Markets Joint Venture Licensing: Sell rights to name brand. Contract Manufacturing: make item in host country; manufacturer of product only. Management Contracting: hired as Mgmt. Consultant to host company Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains. Internationalization Process Five International Productand Promotion Strategies Pricing Challenges Whole-channel Concept for International Marketing Marketing Organization * ?2000 Prentice Hall * Idea Generation Concept Development and Testing Marketing Strategy Development Idea Screening Business Analysis Product Development Market Testing Commercialization Probability of technical completion Overall probabili