中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER10Word格式文档下载.docx

中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER10Word格式文档下载.docx

《中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER10Word格式文档下载.docx》由会员分享，可在线阅读，更多相关《中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER10Word格式文档下载.docx（17页珍藏版）》请在冰豆网上搜索。

Newproductscanfail,andtherisksofinnovationareasgreatastherewards.Thekeytosuccessfulinnovationliesindevelopingbetterorganizationalarrangementsforhandlingnewproductideasanddevelopingsoundresearchanddecisionproceduresateachstageofthenew-product-developmentprocess.

Thenew-product-developmentprocessconsistsofeightstages:

ideageneration,ideascreening,conceptdevelopmentandtesting,marketingstrategydevelopment,businessanalysis,productdevelopment,markettesting,andcommercialization.Thepurposeofeachstageistodecidewhethertheideashouldbefurtherdevelopedordropped.Thecompanyshouldminimizethechancesthatpoorideaswillmoveforwardandgoodideaswillberejected.

Withregardtotheadoptionofnewproducts,consumersand/ororganizationsrespondatdifferentrates,dependingontheircharacteristicsandtheproduct’scharacteristics.Manufacturerstrytobringtheirnewproductstotheattentionofpotentialearlyadopters,particularlythosewithopinionleadercharacteristics.

Positioningistheactofdesigningthecompany’sofferandimagesothatthetargetunderstandsandappreciateswhatthecompanystandsforinrelationtoitscompetition.Thecompany’spositioningmustberootedinanunderstandingofhowthetargetdefinesvalueandmakeschoicesamongvendors.Thepositioningtasksconsistofthreesteps.First,thecompanyhastoidentifypossibleproduct,services,personnel,andimagedifferencesthatneedtobeestablishedinrelationtocompetition.Second,thecompanyhastoapplycriteriatoselectmostimportantdifferences.Third,thecompanyhastoeffectivelysignaltothetargetmarkethowitdiffersfromitscompetition.Thecompany’sproduct-positioningstrategywillthenenableittothenextstep,namely,planitscompetitivemarketingstrategies.

Productsandmarketshavelifecyclesthatcallforchangingmarketingstrategiesovertime.Everynewneedfollowsademandlifecyclethatpassesthroughthestatesofemergence,acceleratinggrowth,deceleratinggrowth,maturity,anddecline.Eachnewtechnologythatemergestosatisfythatneedexhibitsademand-technologylifecycle.Particularproductformsofagiventechnologyalsoshowalifecycle,asdobrandswithinthatproductform.

ThesaleshistoryofmanyproductsfollowanS-shapedcurvemadeupoffourstages.Theintroductionstageismarkedbyslowgrowthandminimalprofitsastheproductispushedintodistribution.Thecompanyhastodecideduringthisstagebetweenthefourstrategiesofrapidskimming,slowskimming,rapidpenetration,orslowpenetration.Ifsuccessful,theproductentersagrowthstagemarkedbyrapidsalesgrowthandincreasingprofits.Duringthisstage,thecompanyattemptstoimprovetheproduct,enternewmarketsegmentsanddistributionchannels,andreduceitspricesslightly.Therefollowsamaturitystageinwhichsalesgrowthslowsdownandprofitsstabilize.Thecompanyseeksinnovativestrategiestorenewsalesgrowth,includingmarket,product,andmarketing-mixmodification.Finally,theproductentersadeclinestageinwhichlittlecanbedonetohaltthedeteriorationofsalesandprofits.Thecompany’staskduringthisperiodistoidentifythetrulyweakproducts;

developforeachoneastrategyofcontinuation,focusing,orniching;

andfinallyphaseoutweakproductsinawaythatminimizesthehardshiptocompanyprofits,employees,andcustomers.

NotallproductspassthroughanS-shapedPLC.Someproductsshowagrowth-slump-maturitypattern,othersacycle-recycleshape,andstillothersascallopedshape.SomeinvestigatorshavediscoveredoveradozenPLCshapes,includingthosedescribingstyles,fashions,andfads.Becauseoftheglobalizationofthemarketplace,aninternationalPLCshapehasalsoemerged.ThePLCtheoryhasbeencriticizedbecausecompaniescannotpredicttheshapesinadvance,orknowwhatstagetheyareinwithinagivenshape,orpredictthedurationofthestages.Inaddition,PLCsaretheresultofchosenmarketingstrategiesratherthanindependentofthechosenmarketingstrategies.

Productlife-cycletheorymustbebroadenedbyatheoryofmarketevolution.Thetheoryofmarketevolutionholdsthatnewmarketsemergewhenaproductiscreatedtosatisfyanunmetneed.Theinnovatorusuallydevelopsaproductforthemassmarket.Competitorsenterthemarketwithsimilarproductsleadingtomarketgrowth.Latergrowthslowsdownandthemarketentersmaturity.Themarketundergoesincreasingfragmentationuntilsomefirmintroducesapowerfulnewattributethatconsolidatesthemarketintofewerandlargersegments.Thisstagedoesnotlast,becausecompetitorscopythenewattributes.Thereisacyclingbackandforthbetweenmarketconsolidationbasedoninnovationandfragmentationbasedoncompetition.Themarketforthepresenttechnologywillultimatelydeclineuponthediscoveryofsuperiortechnologies.

Companiesmusttrytoanticipatenewattributesthatthemarketwants.Profitsgotothosewhointroducenewandvaluedbenefitsearly.The’searchfornewattributescanbebasedoncustomersurveywork,intuition,dialecticalreasoning,orneeds-hierarchyreasoning.Successfulmarketingcomesthroughcreativelyvisualizingthemarket’sevolutionarypotential.

B.LearningObjectives

∙Recognizethemainrisksindevelopingnewproductsandthenew-product-developmentprocess.

∙Understandtheelementsoftheconsumer-adoptionprocess.

∙Understandandexplaintheconceptsoftheproductlifecycle（PLC）.

∙DistinguishtheconceptsandstagesofmarketevolutionfromthePLC.

∙Theconceptsofpositioningandhowdifferentfirmstrytocommunicatetheirpositioningstrategytothemarket.

∙Howtorelatemarketingstrategytomarketevolution.

∙Howtoidentifycompetitiveadvantagesofspecificproductsinthemarketplaceandhowtodiscerndifferentiationattributes

C.ChapterOutline

I.Introduction

II.ChallengesinNew-ProductDevelopment-Companiesthatfailtodevelopnewproductsputthemselvesatrisk;

atthesametimenewproductdevelopmentisrisky.

A.TypesofNewProducts

1.Newtotheworld,newproductlines,additionstoexistingproductlines,improvementsandrevisionsofexistingproducts,re-positionings,andcostreductions.

B.WhyNewProductsFail—andSucceed

1.90+percentfailurerateintheUnitedStatesandEurope

2.Failures:

Marketover-estimations,poordesign,incorrectpositioning,developmentcosts,andcompetitionfightingback.

3.Successes:

Betterunderstandingofcustomerneeds,higherperformancetocostratio,headstartagainstcompetition,contributionmargin,budget,internalteamwork,andtopmanagementsupport.

II.ManagingNew-Products:

IdeastoStrategy-EightStageProcess

A.IdeaGeneration-Ideascomefromavarietyofsources.Ideageneratingtechniquesinclude:

attributelisting,forcedrelationships,morphologicalanalysis,need/problemidentification,brainstorming,andsynectics.

B.IdeaScreening-Notallideascanbepursued,butmustbesenttoacommitteewheretheyareconsideredeither:

promising,marginal,orareject.Inthisstagethecompanyrunstheriskofeitheracceptingabadideaorrejectingagoodone.

C.ConceptDevelopment-Attractiveideasmustberefinedintotestableproductconcepts.Aproductconceptisanelaborateversionoftheideaexpressedinmeaningfulconsumerterms.

D.ConceptTesting-Productconceptsshouldbepresentedtoanappropriategroupoftargetconsumerstogaugetheirreactions.Customer-drivenengineeringisanengineeringeffortthatattacheshighimportancetoincorporatingcustomerpreferencesinthefinaldesign.Consumerpreferencescanbemeasuredthroughconjointanalysis.

E.MarketingStrategyDevelopment

1.Strategyplan,price,distribution,andbudget

2.Longrunsalesandprofitgoals,marketingmix

F.BusinessAnalysis-Performingsales,cost,andprofitprojectionsontheproposedproducttodeterminesatisfactionofcompanyobjectives.

1.EstimatingTotalSales-Sumofthreedifferenttypesofsales（first-time,replacement,andrepeat）mustyieldasatisfactoryprofit.

2.EstimatingCostsandProfits–Break-evenanalysisandriskanalysis.

III.ManagingNewProducts:

DevelopmenttoCommercialization

A.ProductDevelopment-Representsasubstantialjumpininvestment.Productcontinuestomovethroughfunctionalandconsumertests.

1.Techniquesformeasuringconsumerpreferences-simplerank-ordermethod,pairedcomparison,andmonadic-rating.

B.MarketTesting

1.Consumer-GoodsMarketTesting-leastcostlytomostcostly

a）Sales-WaveResearch-Consumerswhoinitiallytrytheproductatnocostarere-offeredtheproduct,oracompetitor’sproduct,atslightlyreducedprices.

b）SimulatedStoreTechnique-Consumersarequestionedaboutbrandfamiliarityandpreferences,shownadvertisements,givenasmallamountofmoney,andsenttoamockstorewheretherepurchasesarerecordedandanalyzed.

c）ControlledTestMarketing-Organizationsworkwithapanelofstoreswillingtotestmarketaproductforafee.