新产品开发与产品生命周期策略(ppt21)-经营管理(编辑修改稿)

新产品开发与产品生命周期策略(ppt21)-经营管理(编辑修改稿)内容摘要：

ing mix strategy.  步骤四：营销策略开发 策略计划描述 –目标市场、产品定位和销售量，市场份额以及开始几年的利润目标 –产品价格、分销策略和营销预算 –长期销售量、利润目标、营销组合 10 9 New Product Development Strategy 新产品开发策略 • New Product Development Process:  Stage 5: Business Analysis  Sales, cost, and profit projections  Stage 6: Product Development  Prototype development and testing • 新产品开发步骤  步骤五：商业分析 销量、成本、利润计划  步骤六：产品开发 原型开发和测试 10 10 New Product Development Strategy 新产品开发策略 • New Product Development Process:  Stage 7: Test Marketing  Standard test markets  Controlled test markets  Simulated test markets  Stage 8: Commercialization • 新产品开发步骤：  步骤七：市场测试 标准市场测试 控制市场测试 摸拟市场测试  步骤八：商品化 10 11 • The Typical Product Life Cycle (PLC) Has Five Stages  Product Development, Introduction, Growth, Maturity, Decline  Not all products follow this cycle:  Fads  Styles  Fashions • 典型的产品生活周期有五个步骤  产品开发、介绍、成长、成熟、衰退  并非所有产品都呈现这样的周期曲线 热潮 风格 时尚 Product LifeCycle Strategies 产品生命周期策略 10 12 Product LifeCycle Strategies 产品生命周期策略 • The product life cycle concept can be applied to a:  Product class (soft drinks)  Product form (diet colas)  Brand (Diet Dr. Pepper)  Using the PLC to forecast brand performance or to develop mar。