CH11 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

C HAPTER 11--
D EVELOPING N EW M ARKET O FFERINGS
OVERVIEW:
Most firms recognize the necessity for and advantages of regularly developing new products and services. Mature and declining products eventually must be replaced with newer products. New product development strategy thus is one of the most important activities for any firm in the contemporary marketplace. If the firm does not obsolete its own products, sooner or later someone else will, and all firms should remember that a good idea may not be a good investment. New products can fail, and the risks of innovation are as great as the rewards. The key to successful innovation lies in developing better organizational arrangements for handling new product ideas and developing sound research and decision procedures at each stage of the new-product-development process.
The new-product-development process consists of eight stages: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization. The purpose of each stage is to decide whether the idea should be further developed or dropped. The company should minimize the
chances that poor ideas will move forward and good ideas will be rejected.
With regard to the adoption of new products, consumers and/or organizations respond at different rates, depending on their characteristics and the product's characteristics. Manufacturers try to bring their new products to the attention of potential early adopters, particularly those with opinion leader characteristics.
LEARNING OBJECTIVES:
After reading the chapter the student should understand:
∙The main risks in developing new products.
∙The organizational structures used in managing new-product development.
∙The new-product-development process.
∙The consumer-adoption process.
CHAPTER OUTLINE:
I.Introduction
II.Challenges in New-Product Development - companies that fail to develop new products put themselves at risk; at the same time new product development is risky.
III.Effective Organizational Arrangements - successful new-product development requires top management commitment and planning.
IV.Managing the New-Product Development Process - eight stage process
A.Idea Generation - ideas come from a variety of sources. Idea generating
techniques include: attribute listing. forced relationships, morphological analysis,
need/problem identification, brainstorming, and synectics.
B.Idea Screening - not all ideas can be pursued, but must be sent to a committee
where they are considered either: promising, marginal, or a reject. In this stage
the company runs the risk of either accepting a bad idea or rejecting a good one. V.Managing the Development Process: Concept to Strategy
A.Concept Development and Testing - attractive ideas must be refined into testable
product concepts.
1.Concept Development- A product concept is an elaborate version of the
idea expressed in meaningful consumer terms.
2.Concept Testing - product concepts should be presented to an appropriate
group of target consumers to gauge their reactions. Customer-driven
engineering is an engineering effort that attaches high importance to
incorporating customer preferences in the final design. Consumer
preferences can be measured through conjoint analysis.
B.Marketing-Strategy Development
C.Business Analysis - Performing sales, cost and profit projections on the proposed
product to determine satisfaction of company objectives.
1.Estimating Sales - sum of three different types of sales (first-time,
replacement, repeat) Must yield a satisfactory profit.
2.Estimating Costs and Profits - Illustrated in the Text.
VI.Managing the Development Process: Development to Commercializtion
A.Product Development - represents a substantial jump in investment. Product
continues to move through functional and consumer tests.
1.Techniques for measuring consumer preferences - simple rank-order
method, paired comparison, and monadic-rating
B.Market Testing
C.Consumer-Goods Market Testing - least costly to most costly
1.Sales-wave research - consumers who initially try the product at no cost
are reoffered the product, or a competitor’s product, at slightly reduced
prices.
2.Simulated store technique - consumers are questioned about brand
familiarity and preferences, shown advertisements, given a small amount
of money and sent to a mock store where there purchases are recorded
and analyzed.
3.Controlled test marketing - organizations work with a panel of stores
willing to test market a product for a fee.
4.Test markets - organizations choose entire market areas in which to
introduce their products.
D.Business-Goods Market Testing - testing also offers benefits. Examples of
testing are alpha, beta and trade show.
mercialization
1.When (Timing) - first entry, late entry, parallel entry
2.Where (Geographical Strategy), single market, many markets, national
3.To Whom (Target-Market Prospects) - identifying prime prospects
4.How (Introductory Market Strategy) - involves many activities
VII.The Consumer-Adoption Process - How do potential customers learn about new products, try them, and adopt or reject them? Followed by a consumer-loyalty process.
A.Stages in the Adoption Process (awareness, interest, evaluation, trial, adoption)
B.Factors Influencing the Adoption Process
1.People differ markedly in their readiness to try new products
2.Personal influence plays a large role in the adoption of new products
3.The characteristics of the innovation affect its rate of adoption
4.Like people, organizations vary in their readiness to adopt an innovation VIII.Summary
Marketing and Advertising
1. Orville Redenbacher markets a number of popcorn products for consumers. The firm recently introduced Double Feature microwave popcorn, shown in the ad in Figure
2. How could this idea have been described as a product concept during the product development process? Suggest an appropriate concept statement. What forms of consumer testing would be appropriate for this popcorn product? Why? Would you have used controlled test marketing or test markets to gauge consumer reaction prior to launching this product? Explain your answer.
Answer: One way this product concept might have been described during the product development process is "Double Feature microwave popcorn comes with extra-large kernels and extra sauce with real butter. The packet goes into the microwave for three minutes, then you pour the butter sauce over the kernels. This product comes in a carton of three packets priced at $2.89 per box." (Students may offer other concept statements.)
The company should have consumers test the product, in a test kitchen or in their homes, by following all the directions and then eating the popcorn. This will help Orville Redenbacher determine whether the product is attractive and appealing to the target market. Students who argue for controlled test marketing may say that this approach allows the company to try out different marketing mixes in a limited way, without the expense and risks of a full test market approach. Students who argue in favor of test markets may say that this is the best way to test consumer and trade ma rketing mixes and forecast future sales more reliably.
Focus on Technology
During the new-product-development process, marketers can use conjoint analysi s to analyze offers, identify the most appealing, and learn how customers see the relative importance of each attribute. Because the most appealing offer is not necessarily the most profitable, marketers must also estimate the potential market share and profits to be gained from the top alternatives. Because of the complexity of this technique, marketers use sophisticated software to score the results.
For a hands-on demonstration of how conjoint analysis looks from the respondents' perspective, point your Web browser to SurveySite (/), the home page of an online market research firm. Click on "demos" to locate the conjoint analysis sample. After you have completed this sample, click on the explanation of conjoint analysis. Based on this sample conjoint analysis, what attributes are being tested?
Why would the automaker want to test these attributes? Which of the product concepts do you think would prove most appealing to those being surveyed? Why?
Answer: Attributes being tested in the sample include: model look; price; transmission options; warranty options; audio options; safety options; and interior features. An automaker would test these attributes to find out which combination of attributes would most appeal to the segment being targeted for a particular car. Students' answers about the most appealing product concept will vary, depending on personal preferences
Marketing for the Millennium
At the start of the new millennium, turbulent business environments and extreme competitive pressures are everyday phenomena for companies with a pres ence on the Web. To stay ahead of the curve, these marketers are taking the new product development process two steps at a time, overlapping concept development and implementation as they continue to gather information on the fly.
To see new product development on the fast track, look at Microsoft, which has a special place on its Web site () for program previews (translation: beta versions of soon-to-be-released software). Months before its Office 2000 software was introduced, the company offered preview versions for the bargain price of $19.95. A disclaimer noted the beta version "is not at the level of performance and compatibility of the final, generally available, product offering." The entire r isk of the use or results of the use of this software remains with the user, and Microsoft Corporation makes no warranties, either express or implied." Why would users want to participate in this beta testing—and pay for the privilege? What does Microsoft stand to gain? How early in the development process should Microsoft start beta testing? Answer: Users would participate in beta testing of Office 2000 and similar products because they want to offer their feedback about the program and have a chance to evaluate it before they consider buying the completed product at a considerably higher price. Students may identify additional reasons, as well. Microsoft, for its part, gains input from a large pool of potential purchasers; this input will help the company fix problems and add features before the actual commercial release. Microsoft should start beta testing after the program is fully functional but well in advance of the actual release date, so there is sufficient time to find and fix problems.
YOU'RE THE MARKETER: SONIC MARKETING PLAN
Product strategy is based on the choices companies make as they segment their markets, identify target audiences and research their needs, and create an appropriate market positioning. With this foundation, marketers are ready to plan for new-product development and management.
Now you are considering Sonic's new-product-development options. Look back at the company's situational analysis and the parts of the marketing plan you have developed so far. Then answer these questions (noting the need for additional research where necessary):
∙What kinds of new products would help Sonic achieve its goals and compete more effectively in the marketplace—while meeting the needs of its targeted segments? Be specific.
∙Working alone or with other students, generate four or five ideas for new products, and indicate how you can screen these ideas.
∙Develop the most promising idea into a product concept and indicate how you plan to test this concept. What dimensions must be tested?
∙Assuming that this idea has tested well, develop a marketing strategy for the introduction of the new product. Include a description of the target market; your positioning for the product;
the estimated sales, profit, and market-share goals for the first two years; your price strategy;
your channel strategy; and the marketing budget you will set for this new product introduction. As your instructor directs, summarize your product-development and management ideas in a written marketing plan or type them into the Product Development/Management section of the Marketing Plan Pro
software. Be sure to include long-range estimates of sales, profits, and budget requirements for each new product you plan to introduce.
Answer: Students may suggest various new products to help Sonic meet its sales goals and compete more effectively. For example, they may suggest developing new systems with s maller but more powerful speakers, to improve product performance and fit with customers' need for space-saving systems. New product ideas can be screened through an idea committee and by rating against preset criteria. Students may say that new product concepts can be tested by asking consumers in the targeted segment to read a description, look at a picture, handle a prototype, or even through virtual reality. Conjoint analysis might also be used. Dimensions to be tested include: communicability and believability; need level; gap level; perceived value; purchase intention; and user targets, purchase occasions, purchasing frequency. The marketing strategy suggested by students should fit with the overall goals and ideas proposed in their marketing plans.。