国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 8 New Product Development and Product Life Cycle Management.pptVIP

Unit Eight New Product Development And Product Life Cycle Management Learning Outline New Product Development Types of New Products New Product Development Process Product Life Cycle Management Management of the Cycle Market Evolution New Product Development Complete process of bringing a new product to market Two parallel aspects: product engineering marketing analysis the first stage in product life cycle Types of New Products New Product Development Process Several stages in the process: 1. Idea Generation 2. Idea Screening 3. Concept Development and Testing 4. Business Analysis 5. Beta Testing and Market testing 6. Technical Implementation 7. Commercialization Proactive process/ ongoing process Cross-functional teams are a common way of organizing a development project Product Life Cycle Management Product life cycle – the succession of stages a product goes through Product life cycle management – the succession of strategies used by management as a product goes through its life style Product Life Cycle Management Products’ five stages: 1. New product development stage 2. Market introduction stage 3. Growth stage 4. Mature stage 5. Decline stage Management of the Cycle The life expectancy of a product category can be estimated. Marketing mix strategies change as the changing of life cycles. Customers respond to new products in different ways. Market Evolution Market evolution – a process that parallels the product life cycle. Five stages: 1. Market Crystalization 2. Market Expansion 3. Market Fragmentation 4. Market Consolidation 5. Market Termination