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IHDR l»Î¤sRGB®ÎégAMA¯È7Šé cHRMz&€„ú€èu0ê`:˜pœºQ<PLTEÀÀÀccœÖ/3ÔtRNS@æØf cmPPJCmp0712Å#ÆIDATWcd``¬-†¢ÆòŸŒì?AdB«Ñ m…ìâaIEND®B`‚z?Ù Ú OÙ Ú=ð 󆸟ª Ÿ¨9New-Product Development and Product Life-Cycle Strategies¡:–:󉻟¨Improving New-Product SuccessŸª  Ÿ¨¨To create successful new products, the company must: Understand its consumers, markets, and competitors AND Develop products that deliver superior value to customers. ¡|53;57' 󋽟¨CNew Product Development Process New Product Idea Generation ¡0D$ &(󌾟¨New Product Screening¡  & (Ÿ¨ Estimate Market Size Product Price Development Time & Costs Manufacturing Costs Rate of Return Evaluate the idea against a set of general company criteria.¡F Z[Z=Z [=óÆÙŸ¨ New Product Concept Development ¡! &(óÈÚŸ¨New Product Marketing Strategy¡  &(ó¹ÒŸ¨New Product Test Marketing¡  &(Ÿª  Ÿ¨\Test: Positioning strategy Advertising Distribution Pricing Branding Packaging Budget levels¡&WWó•ÇŸ¨Product Life Cycle (Fig. 9-2)ó˜ÊŸ¨Introduction Stage of the PLCó™ËŸ¨Growth Stage of the PLCóÄØŸ¨Maturity Stage of the PLCó›ÍŸ¨Maturity Stage of the PLCóœÎŸ¨Decline Stage of the PLCóy³Ÿª Ÿ bPick a soft drink, car, or food product, and trace the product s life cycle. 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ðfŸ¨ Distribution¡  Z ÿÿÿþ¦ñ  ð6 ð0' s ðŠ€ðŠ¥4=‚Ñ›ƒ4=„Ñ›‡¿€ùZ·ƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð’ è ò ðtŸ¨High distribution expenses¡  Zÿÿÿþ¦ñ  ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðeO¬ vðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðZ¯— ÖðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðcð—  ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðDZ ¡ ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðZµ ¬ Ý ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðeõ ¬ ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðeü¡ #ð- ð0' ƒ ð€<²¥4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð70Dc ðeŸ¨ Advertising¡  Z ÿÿÿþ¦ñ  ðB ð0' s ðŠ€Œ—¥4=‚Ñ›ƒ4=„Ñ›‡¿€ùZ·ƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð¡ :òm ð€Ÿ¨$Spending is high to inform consumers¡"% Z%ÿÿÿþ¦ñ  ðœÒ ð0' # ðl…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ðpH· oð ð0' ó ðZ€Tš¥4=‚Ñ›ƒ4=„Ñ›¿ƒ¿ÀËœ1ÿ?ð°´€ï ðŽŸ¨4Summary of Characteristics, Objectives, & Strategies¡ 5 5ÿÿÿþ¦ñÇããÇǪªŽŽð~ ð0' s ð*€øc¥¿ÿˆ ˆðJ›`ðà  ¥ ð žðH ð0' ƒ ð0ƒ“ŽŸ‹”Þ½h¿ÿ ?ð 3eûgggÁÎÿþþp÷f·`ù3eûîcï €hùK0 ûðó ð 8'ð‹ð( ð ð8'ð¯ðF ð€2FP ð 8' ðˆð2€F ðr ð8' ³ ðB…‡ƒ¿ÀËœ1ÿ?ˆðã_%Pðr ð8' ³ ðB…‡ƒ¿ÀËœ1ÿ?ˆðW_Ñ Pð- ð8' “ ð–€q¥4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€2V ð_Ÿ¨Sales¡  Zÿÿÿþ¦ñ  ð- ð8' “ ð–€ä¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€x› ð_Ÿ¨Costs¡  Zÿÿÿþ¦ñ  ð/ ð8' “ ð–€H ¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€½á  ðaŸ¨Profits¡  Zÿÿÿþ¦ñ  ð< ð8' “ ð–€l¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€ &  ðnŸ¨Marketing Objectives¡  Zÿÿÿþ¦ñ  ð/ ð 8' “ ð–€ô$¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€H j  ðaŸ¨Product¡  Zÿÿÿþ¦ñ  ð- ð 8' “ ð–€|.¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€Ž °  ð_Ÿ¨Price¡  Zÿÿÿþ¦ñ  ð ð 8' 3 ðr€X8¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæ2FV ðrŸ¨Rapidly rising sales ¡  Zÿÿÿþ¦ñ  ð ð 8' 3 ðr€:¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæxF› ðsŸ¨Average cost per customer¡  Zÿÿÿþ¦ñ  ð ð 8' 3 ðr€€C¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæ½Fá  ðhŸ¨Rising profits¡  Zÿÿÿþ¦ñ  ð ð8' 3 ðr€€T¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæ F&  ðoŸ¨Maximize market share¡  Zÿÿÿþ¦ñ  ð+ ð8' 3 ðr€8V¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæH Fj  ðŸ¨%Offer new product features and models¡"& Z&ÿÿÿþ¦ñ  ð* ð8' 3 ðr€`¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæŽ F°  ð€Ÿ¨&Remain where they are or fall slightly¡ ' Z'ÿÿÿþ¦ñ  ð4 ð8' “ ð–€Ti¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð€Î ñ ðfŸ¨ Distribution¡  Z ÿÿÿþ¦ñ  ð+ ð8' 3 ðr€¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðæÎ Fñ ðŸ¨'Increase number of distribution outlets¡ ( Z(ÿÿÿþ¦ñ  ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð¹ ¦ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð®Üëô ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð· ë$ ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð˜c õ{ ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð®¬ Ä ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð¹Û òð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆð¹Mõeð3 ð8' “ 𖀌¯4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ˆð‹˜( ðeŸ¨ Advertising¡  Z ÿÿÿþ¦ñ  ð1 ð8' 3 ðr€r¯4=‚Ñ›ƒ4=„Ñ›‡¿Ìf¿ÀËœ1ÿpÆpÆ?¿ˆðõF2 ð‡Ÿ¨+Educating consumers and meeting competition¡", Z,ÿÿÿþ¦ñ  ð¢Ò ð8' 3 ðr…‡G%*€qDƒðå‹yÿŒdœ @¿ÀËœ1ÿqD¨)¨)?¿ˆðÄ 4ð ð8' ó ðZ€WÃ4=‚Ñ›ƒ4=„Ñ›¿ƒ¿ÀËœ1ÿ?ð°´€ï ðŒŸ¨4Summary of Characteristics, Objectives, & Strategies¡5 5ÿÿÿþ¦ñÇããÇǪªŽŽð~ ð8' s ð*€h{¯¿ÿˆ ˆðJ›`ðà  ¯ ð žðH ð8' ƒ ð0ƒ“ŽŸ‹”Þ½h¿ÿ ?ð 3eûgggÁÎÿþþp÷f·`ù3eûî ï €rùK0 ¥ðÀð"¤'ð5ð( ð ð¤'ðçð8 ð€0pP ð¤'ð0€p ðl ð¤' £ ð<…‡ƒ¿ÀËœ1ÿ?ðä_/Pðl ð¤' £ ð<…‡ƒ¿ÀËœ1ÿ?ðd_í Pð' ð¤' ƒ ð€œdÃ4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€0T ð_Ÿ¨Sales¡  Zÿÿÿþ¦ñ  ð' ð¤' ƒ ð€lvÃ4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€v™ ð_Ÿ¨Costs¡  Zÿÿÿþ¦ñ  ð) ð¤' ƒ ð€ôÃ4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€»ß  ðaŸ¨Profits¡  Zÿÿÿþ¦ñ  ð6 ð¤' ƒ ð€Ð‰Ã4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€ %  ðnŸ¨Marketing Objectives¡  Zÿÿÿþ¦ñ  ð) ð¤' ƒ ð€X“Ã4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€G j  ðaŸ¨Product¡  Zÿÿÿþ¦ñ  ð' ð ¤' ƒ ð€àœÃ4=‚Ñ›ƒ4=„Ñ›…‡¿€aýƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð€ °  ð_Ÿ¨Price¡  Zÿÿÿþ¦ñ  ð) ð ¤' s ðŠ€¼¦Ã4=‚Ñ›ƒ4=„Ñ›‡¿€·`ùƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð÷0pT ðgŸ¨ Begin to slow¡  Zÿÿÿþ¦ñ  ð1 ð ¤' s ðŠ€t¨Ã4=‚Ñ›ƒ4=„Ñ›‡¿€·`ùƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð÷vp™ ðoŸ¨Low cost per customer¡  Zÿÿÿþ¦ñ  ðL ð ¤' s ðŠ€À¹Ã4=‚Ñ›ƒ4=„Ñ›‡¿€·`ùƒðå‹yÿŒÎÿÿÿœ @¿ÀËœ1ÿpÆpÆ?¿ð÷»pß  ðŠŸ¨" High profits, then lower profits ¡." 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