Содержание
- 2. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Learning Objectives To understand how companies manage
- 3. Copyright © Houghton Mifflin Company. All rights reserved. Managing Existing Products What is a Line Extension
- 4. Copyright © Houghton Mifflin Company. All rights reserved. Managing Existing Products (cont’d) Product Modifications A change
- 5. Copyright © Houghton Mifflin Company. All rights reserved. Product Modifications Quality Modifications Changes in material or
- 6. Copyright © Houghton Mifflin Company. All rights reserved. Product Modifications (cont’d) Functional Modifications Changes affecting a
- 7. Copyright © Houghton Mifflin Company. All rights reserved. Developing New Products Benefits Enhances product mix Increases
- 8. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New-Product Development FIGURE 11.1
- 9. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Idea Generation
- 10. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Screening Choosing
- 11. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Concept Testing
- 12. Copyright © Houghton Mifflin Company. All rights reserved. Concept Test for a Tick and Flea Control
- 13. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Business Analysis
- 14. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Product Development
- 15. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Test Marketing
- 16. Copyright © Houghton Mifflin Company. All rights reserved. Phases of New Product Development (cont’d) Commercialization Deciding
- 17. Copyright © Houghton Mifflin Company. All rights reserved. Stages of Expansion into a National Market During
- 18. Copyright © Houghton Mifflin Company. All rights reserved. Product Differentiation Through Quality, Design, and Support Services
- 19. Copyright © Houghton Mifflin Company. All rights reserved. Product Differentiation Product Quality? The overall characteristics of
- 20. Copyright © Houghton Mifflin Company. All rights reserved. Product Differentiation (cont’d) Product Design and Features Product
- 21. Copyright © Houghton Mifflin Company. All rights reserved. Product Differentiation (cont’d) Product Support Services Customer services
- 22. Copyright © Houghton Mifflin Company. All rights reserved. Product Positioning and Repositioning Product Positioning Creating and
- 23. Copyright © Houghton Mifflin Company. All rights reserved. Product Positioning
- 24. Copyright © Houghton Mifflin Company. All rights reserved. Hypothetical Perceptual Map for Pain Relievers FIGURE 11.4
- 25. Copyright © Houghton Mifflin Company. All rights reserved. Positioning Exercise Italian Sub Sandwiches 1. List characteristics
- 26. Copyright © Houghton Mifflin Company. All rights reserved. Product Positioning and Repositioning (cont’d) Repositioning a Product
- 27. Copyright © Houghton Mifflin Company. All rights reserved. Product Deletion Product Deletion The process of eliminating
- 28. Copyright © Houghton Mifflin Company. All rights reserved. Product Deletion Process FIGURE 11.5 Source: Martin L.
- 29. Copyright © Houghton Mifflin Company. All rights reserved. Organizing to Develop and Manage Products Product/Brand Manager
- 30. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should: Understand how
- 31. Chapter 11 Supplemental Slides Copyright © Houghton Mifflin Company. All rights reserved.* 11–
- 32. Copyright © Houghton Mifflin Company. All rights reserved. Key Terms and Concepts The following slides (a
- 33. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Line Extension Development of a product
- 34. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Functional Modifications Changes affecting a product’s
- 35. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Concept Testing Seeking potential buyers’ responses
- 36. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Commercialization Deciding on full-scale manufacturing and
- 37. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Styling The physical appearance of a
- 38. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Product Manager The person responsible for
- 39. Copyright © Houghton Mifflin Company. All rights reserved. PepsiCo Product Mix- Tropicana Brands
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