销售:管理有利润的客户关系10PPT课件下载推荐.ppt
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销售:管理有利润的客户关系10PPT课件下载推荐.ppt
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DeffortsMuchofR&
DeffortsareInternetrelatedareInternetrelatedareInternetrelatedareInternetrelatedManynewproductsManynewproductsManynewproductsManynewproductsandservicesareinandservicesareinandservicesareinandservicesareindevelopmentdevelopmentdevelopmentdevelopmentMicrosoftCaseStudy2DefinitionNewProductDevelopmentDevelopmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirmsownR&
Defforts.3Newproductscanbeobtainedviaacquisitionordevelopment.Newproductssufferfromhighfailurerates.Severalreasonsaccountforfailure.NewProductDevelopmentStrategy4NewProductDevelopmentProcess:
Stage1:
IdeaGenerationvvInternalideasources:
Internalideasources:
R&
DR&
DvvExternalideasources:
Externalideasources:
Customers,competitors,distributors,Customers,competitors,distributors,supplierssuppliersNewProductDevelopmentStrategy5NewProductDevelopmentProcess:
Stage2:
IdeaScreeningvvProductdevelopmentcostsincreaseProductdevelopmentcostsincreasesubstantiallyinlaterstages.substantiallyinlaterstages.vvIdeasareevaluatedagainstcriteria;
mostIdeasareevaluatedagainstcriteria;
mostareeliminated.areeliminated.NewProductDevelopmentStrategy6NewProductDevelopmentProcess:
Stage3:
ConceptDevelopmentandTestingvvProductconceptsprovidedetailedProductconceptsprovidedetailedversionsofnewproductideas.versionsofnewproductideas.vvConcepttestsasktargetconsumerstoConcepttestsasktargetconsumerstoevaluateproductconcepts.evaluateproductconcepts.NewProductDevelopmentStrategy7NewProductDevelopmentProcess:
Stage4:
MarketingStrategyDevelopmentStage4:
MarketingStrategyDevelopmentvvStrategystatementsdescribe:
Strategystatementsdescribe:
Thetargetmarket,productpositioning,andsales,Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.share,andprofitgoalsforthefirstfewyears.Productprice,distribution,andmarketingbudgetProductprice,distribution,andmarketingbudgetforthefirstyear.forthefirstyear.Long-runsalesandprofitgoalsandthemarketingLong-runsalesandprofitgoalsandthemarketingmixstrategy.mixstrategy.NewProductDevelopmentStrategy8NewProductDevelopmentProcess:
Stage5:
BusinessAnalysisvvSales,cost,andprofitprojectionsSales,cost,andprofitprojectionsStage6:
ProductDevelopmentvvPrototypedevelopmentandtestingPrototypedevelopmentandtestingNewProductDevelopmentStrategy9NewProductDevelopmentProcess:
Stage7:
TestMarketingvvStandardtestmarketsStandardtestmarketsvvControlledtestmarketsControlledtestmarketsvvSimulatedtestmarketsSimulatedtestmarketsStage8:
CommercializationNewProductDevelopmentStrategy10TheTypicalProductLifeCycle(PLC)HasFiveStagesProductDevelopment,Introduction,ProductDevelopment,Introduction,Growth,Maturity,DeclineGrowth,Maturity,DeclineNotallproductsfollowthiscycle:
Notallproductsfollowthiscycle:
vvFadsFadsvvStylesStylesvvFashionsFashionsProductLife-CycleStrategies11Theproductlifecycleconceptcanbeappliedtoa:
Productclass(softdrinks)Productclass(softdrinks)Productform(dietcolas)Productform(dietcolas)Brand(DietDr.Pepper)Brand(DietDr.Pepper)vvUsingthePLCtoforecastbrandperformanceorUsingthePLCtoforecastbrandperformanceortodevelopmarketingstrategiesisproblematictodevelopmarketingstrategiesisproblematicProductLife-CycleStrategies12ProductLife-CycleStrategiesProductdevelopmentProductdevelopmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineBeginswhenthecompanydevelopsanew-productideaSalesarezeroInvestmentcostsarehighProfitsarenegativePLCStagesPLCStages13ProductLife-CycleStrategiesProductdevelopmentProductdevelopmentIn
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- 销售 管理 利润 客户关系 10