The Marketing Book 5th Edition

322 The Marketing Book based market simulation models, which use basic models of consumer buying as inputs. Information on consu ...

New product development 323 Table 12.1 Launch strategy decisions Variables Previous study STRATEGIC LAUNCH VARIABLES Firm strate ...

324 The Marketing Book Table 12.2 Analysis of the NPD process based on Booz Allen Hamilton (1982) Stage of development Decision ...

New product development 325 shows the decisions required at each stage of the NPD process, together with an indication of the in ...

326 The Marketing Book Table 12.3 Types of uncertainty Types of uncertainty Stages in process Idea-Concept Dev. Launch Market-ba ...

New product development 327 beta site test, voice of the customer systems, concept test and customer site visits. Moreover, Tzok ...

Screening Concept test Successful? Business analysis Reformulate No – modification possible No – new opportunity spotted No – ne ...

New product development 329 in at an early stage. Similarly, Intel’s develop- ment of Pentium departed from its traditional mode ...

Table 12.4 The role of market information in achieving critical success factors Success factor Studies citing importance Operati ...

New product development 331 Information, therefore, is a base currency of the NPD process; evaluative information is cru- cial a ...

New Product Strategy Convergent point: IDEA GENERATION Research andDevelopment Suppliers Marketing Customers EngineeringDesign M ...

New product development 333 The advantages of viewing the process this way are as follows: 1 Iterations among participants withi ...

334 The Marketing Book and co-ordination, at the same time as preserv- ing the efficiencies and expertise within func- tional sp ...

New product development 335 departments. Thus, such integrating managers have to rely on persuasion and on their ability to enco ...

A product development process owner A single function is responsible for NPD Each business unit’s general manager directs their ...

New product development 337 product activity is to encourage new ideas for products not contaminated by the vested interests of ...

338 The Marketing Book hand, and building on the expertise accumu- lated with regard to technologies and markets on the other. A ...

New product development 339 Accelerating the Process from Idea to Launch, Addison-Wesley, Reading, MA. Cooper, R. G. and Kleinsc ...

340 The Marketing Book Industry Week(1996) 16 December, p. 45. Johne, A. F. and Snelson, P. (1988) Marketing’s role in new produ ...

New product development 341 Von Hippel, E. (1978) Successful industrial products from customer ideas – presenta- tion of a new c ...