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2) New technologies
3) Shortened PLC 4) Increase in domestic & foreign competition
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New-Product Success
1) Incremental innovation used by more established companies
1) Allow companies to enter new markets by tweaking products for new customers 2) Use variations on a core product to stay one step ahead of the market 3) Create interim solutions for industry wide problems
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Managing the Development Process: Ideas I. Idea Generation 7 ways to draw new ideas from your customers:
(1) Observe how customers are using your product (2) Ask customers about their problems w/ your products (3) Ask your customers about their dream products (4) Use a customer advisory board to comment on your companys idea (5) Use web site for new ideas (6) Form a brand community of enthusiasts who discuss your product (7) Encourage or chanllenge your customers to change or improve your product
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Managing the Development Process: Concept Strategy Product Idea a possible product the company might offer to the market Product Concept is an elaborate version of the idea expressed inconsumer terms
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Concept Testing presenting the product concept, symbolically or physically to target consumers & getting their reactions
V. Business Analysis
Sum od estimated first-time sales, replacement sales & repeat sales Sales estimation methods depend on whether the product is purchased once, infrequentlyor often Costs are estimated by the R&D, manufacturing, marketing& finance departments Breakeven analysis estimates how many units the company must sell to break even w/ the given price & cost structure Risk analysis using this we obtain 3 estimates (optimistic, pessimistic, & most likely)
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Is the job in translating target customer requirements into a working prototype is helped by a set of methods known as quality function deployment (QFD)
2 steps:
(1) Physical prototypes building the products
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VIII. Commercialization
Sequence for new products for commercialization:
(1) When (Timing)
(1) First entry (2) Parallel entry (3) Late entry
(2) Where (Geographic Strategy) (3) To Whom (Target-Market Prospect) (4) How (Introductory Market Strategy)
(1) Critical Path Scheduling a master chart showing the simultaneous & sequential activities that must take place to launch the product
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5 stages in Adoption:
(1) Awareness consumers are aware of the innovation but lacks informattion about it
(5) Adoption consumer decides to make full & regular use of the innovation
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d) late majority are skeptical conservatives who are risk averse, technology shy & price sensitive
e) laggards are tradition-bound & resist the innovation until they find that the status quo is no longer defensible 2) personal influence the effect one person has on another's attitude or purchase probability 3) rate of adoption a) relative advantage degree to which the innovation appears superior to existing products b) compatibility degree to which the innovation matches the values & experiences of the individual
(1) Organizations environment (community progressiveness & income) (2) The organization itself (size, profits, pressure to change) (3) Administrators (education level, age, sophistication)
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