New Product

development

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09
New Product
Failure

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New Product Development

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 idea
generation

1
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Internal and external sources

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Hall
 idea
screening

2
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 concept development and
testing

3
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Concept testing

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 marketing strategy
development

4
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 business
analysis

5
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 product
development

6
New Product Development Copyright © 2011
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 test
marketing

7
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 Test marketing
STANDARD CONTROLLED SIMULATED

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 final
commercialization

8
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Managing new product
development
CUSTOMER-CENTERED

TEAM BASED

SYSTEMATIC

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 Customer-centered
new product development

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 Team-based
new product development
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 Systematic
new product development

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Product life cycle

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 Life cycle strategies

STYLE

FASHION

FAD

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Life cycle strategies

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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Product Development
Introduction

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Growth

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Maturity
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Decline
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Product Decisions &
Social Responsibility
International
product development

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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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Publishing as Prentice Hall