Chapter 15-Introducing New Market Offerings.pptx

Chapter 15-Introducing New Market Offerings.pptx

• 1.
  Introducing New MarketOfferings Chapter 15 [email protected]
• 2.
  New-Product Options MAKE orBUY
• 3.
  The New-Product DevelopmentDecision Process
• 4.
  Managing the DevelopmentProcess: Concept to Development & Testing
• 5.
  • describes thetarget market’s size, structure, and behavior; the planned brand positioning; and the sales, market share, and profit goal • planned price, distribution strategy, and marketing budget for the first year • the marketing strategy plan describes the long-run sales and profit goals and marketing-mix strategy over time Managing the Development Process: Marketing Strategy Development
• 6.
  Managing the DevelopmentProcess: Business Analys • Estimating Total Sales • Estimating Costs and profit
• 7.
  Managing the DevelopmentProcess: Development to Commercialization • Product Development – PHYSICAL PROTOTYPES – CUSTOMER TESTS – MARKET TESTING • Commercialization – WHEN – WHERE – TO WHOM – HOW
• 8.
  The Consumer-Adoption Process AWARENESSTRIAL ADOPTION EVALUATION INTEREST