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Introducing New Market Offerings: Marketing Management, 15 Edition
Introducing New Market Offerings: Marketing Management, 15 Edition
Market Offerings
MARKETING MANAGEMENT, 15TH EDITION
PHILIP KOTLER
KEVIN LANE KELLER
CHAPTER QUESTIONS
1. How can new products be categorized?
2. What challenges does a company face in developing new products
and services?
3. What organizational structures and processes do managers use to
oversee new-product development?
4. What are the main stages in developing new products and services?
5. What is the best way to manage the generation of new ideas?
6. What is the best way to manage concept and strategy development?
7. What is the best way to manage the commercialization of new
products?
8. What factors affect the rate of diffusion and consumer adoption of
newly launched products and services?
NEW PRODUCT OPTIONS
MAKE
BUY
TYPES OF NEW PRODUCTS
NEW-TO-THE-WORLD
NEW PRODUCT LINES
ADDITIONS
IMPROVEMENTS
REPOSITIONINGS
COST REDUCTIONS
CHALLENGES IN NEW PRODUCT
DEVELOPMENT
THE INNOVATION IMPERATIVE
Continuous innovation is a necessity
CHALLENGES IN NEW PRODUCT
DEVELOPMENT
NEW PRODUCT SUCCESS
Incremental innovation
Disruptive technologies
Success factors
Unique, superior product
Well-defined product concept
Technological and marketing synergy
Quality of execution in all stages
Market attractiveness
CHALLENGES IN NEW PRODUCT
DEVELOPMENT
NEW PRODUCT FAILURE
Fragmented markets
Social, economic and governmental constraints
Cost of development
Capital shortages
Shorter required development time
Poor launch timing
Shorter product life cycles
Lack of organizational support
ORGANIZATIONAL ARRANGEMENTS