Description
Apple Academic Press Inc. Creating And Marketing New Products And Services 2014 Edition by Rosanna Garcia
It's no secret that some of the most successful companies, such as 3M, Procter & Gamble, Microsoft, and Mercedes-Benz, are also known for their new product development strategies. Creating and Marketing New Products and Services teaches the key business and marketing principles needed to successfully design and launch new products and services in today's global market. It begins by providing the foundation required to understand the role of new product development in the innovating organization.The book emphasizes marketing research techniques that can help firms identify the voice of the customer and incorporate these findings into their new product development process. It addresses the role of sustainability in innovation, open innovation strategies, and international co-development efforts of new products and services. Explaining how to manage the development and marketing of new products and services, this book will teach you how to:Select a new product strategy that matches the needs of your organizationSet up a disciplined process for new product development Define target market opportunities and search out high potential ideas Understand customer needs, structure them, and prioritize the needs to clearly define the benefits and values that your product will deliver Integrate marketing, engineering, R&D, and production resources to design a high-quality product that satisfies customer needs and delivers value Forecast sales before market launch based on testing of the product and the marketing plan The concepts discussed in the book can help to boost innovation and improve the performance of any type of organization. Some of the concepts presented are generic and others must be modified for each application. Together, they can lead to greater profitability and reduced risk in the new product development activities within your organization. The Proactive New Product Development Process Learning Objectives Introduction: Importance of New Product Success New Product Development Is RiskyService Economy Stage-Gate: A Systematic, Sequential, Iterative ProcessThe Fuzzy Front End: Discovery through ScopingDesign Phase: Building the Business Case through Development Testing and Validation Launch and Postlaunch Review Criticisms of Sequential Processing What Is a New Product Exactly? How Can They Be Classified? Types of New Products and Customizing the Development Process Why Innovation Type Matters Avoiding Failures Marketing's Involvement in the Stage-Gate ProcessThe New Product Manager Goals of the TextChapter Summary GlossaryReview QuestionsAssignment QuestionsEndnotesNew Product Innovation StrategyLearning ObjectivesIntroduction Corporate Strategy Dictates Innovation StrategyInnovation Strategy Innovation Arena Resources Risk versus Reward Industrial Setting Innovation Strategy Dictates the New Product Development Strategy Reactive versus Proactive Innovation Development Process Proactive Processes Which Innovation Strategy to Use? New Product Portfolio Management Tools for Portfolio Management Economic ModelsPortfolio Maps Strategic BucketsPortfolio Review Process The Formal Process versus RealityChapter Summary GlossaryReview Questions Assignment Questions Endnotes Opportunity Identification and Idea Generation: The Fuzzy Front End Learning Objectives Introduction Opportunity Identification Step 1: Generating Product IdeasIdentifying Lead Users Ideation Methods Scenario Generation Problem Analysis Crowdsourcing for New Product Ideas Brainstorming Inventive TemplatesIndividual Creativity Group Creativity Step 2: Aligning Opportunities with NPD Strategy Portfolio Alignment Step 3: Market Identification Growth Potential Economies of Scale Competitive Attractiveness Investment Reward Risk Step 4: Market Selection Substitution Selecting the Best Opportunities Chapter Summary Glossary Review QuestionsAssignment Questions Creativity Resources Endnotes Out of the Fuzzy Front End into the Design PhaseLearning Objectives Introduction Go/No Go Decision Making Idea Screening Gate Idea Selection Process Number of Ideas Scoping: The First Stage Scoring Models Voice of the Customer Analysis Experiential Interviews Empathic Design and User ObservationElicitation Techniques Benefit Chains Web-Based "Eavesdropping" Evaluating the Data Building the Business Case Situational Analysis Product DefinitionProject JustificationProject Plan Chapter SummaryGlossary Review Questions Assignment Questions Endnotes The Concept Test Learning ObjectivesIntroduction What Is a Concept Test? Conducting the Concept Test Step One: Determine Goal of Concept Test Concept Diagnostics Forecasting Positioning Step Two: Select a Survey Population Sampling Guidelines: Step Three: Select Most Appropriate Survey Format Step Four: Prepare the Concept Statement Words Only Visuals OnlyWords and Visuals (Virtual) RealityInformation AccelerationImpact of Concept PresentationStep Five: Develop the Questionnaire and Conduct the Survey Purchase Intention QuestionsOverall Product DiagnosticsSpecific Attribute Questions Profiling Variables To Include Pricing or Not Step Six: Interpret and Report the Results Diagnostic Information Using the Purchase Intention QuestionsSales Forecasts Based on Purchase IntentForecasting New Product Sales from Likelihood of Purchase Ratings Creating a Positioning Statement Concerns with Concept Tests Chapter Summary Glossary Review QuestionsAssignment Questions AppendixConcept Description Example for Th!nk Electric Vehicle TH!NK City Specifications: Purchase Intention QuestionsEndnotes Perceptual Maps Learning Objectives Introduction Customers Buy Based on Perceptions Benefits and Value Perceptual Maps Types of Perceptual MapsDeterminant Gap Map Attribute Rating Perceptual Map Determining the Number of Factor Dimensions Identifying the Factor Dimensions Producing the Attribute Rating Perceptual Map Estimating the Position of a New Product Factor Analysis Summary Identifying a New Dimension (Factor) Overall Similarity Gap Maps and Other Mapping Techniques Overall Similarity Gap MapValue Maps and Customer Priorities Value Maps Perceptual Dimensions and Price Use of Value Maps Chapter Summary GlossaryReview Questions Assignment Questions Endnotes Estimating Sales Potential Learning Objectives Introduction Forecasting Techniques Judgment Techniques Quantitative TechniquesTime Series Model Causal/Regression ModelingOther Quantitative Techniques New Product Forecasting StrategyForecasting Using Purchase Intention Repeat Purchasing ATAR with Cannibalization Probability Scales Forecast Prediction Diffusion of Innovation Estimating p and q Using Sales History Using Historical Estimates of p and q Forecasting by Analogy Regression to Estimate Purchase ProbabilitiesEstimation of Parameters Managerial Use of the Model Chapter Summary Glossary Review Questions Assignment Questions Appendices Appendix A Additional Forecasting References Sources for Estimates of Bass Model p and q Appendix B Endnotes The Proactive New Product Development ProcessLearning Objectives Introduction Design Voice of the Engineer blending with Voice of the Customer Generate Product DesignsProduct Architecture and Platform in Product Design Product PlatformProduct Architecture Technology Roadmapping Design Thinking and the NPD Process Problem-Solving Approach or Process Process and Methods Process StagesA Creativity Approach A User-Centered Approach That Brings Design into the Business World Methods Role of Marketing in DesignChapter SummaryGlossaryReview QuestionsAssignmentsAppendixAdditional References for Design ThinkingCritiques EndnotesProduct/Market Testing Learning Objectives Introduction Reducing Risk Product Use Testing Preuse ReactionsAlpha Testing Beta Testing Conducting Product Use TestsSingle Product Evaluation Blind Tests Experimental Variations Issues in Product Use Tests Summary of Product Use Testing Procedures Market Components Testing Testing Advertising Criteria for Evaluating Advertising Copy Testing Price Conjoint Study Contingent valuation Transaction Data Auctions Testing Distribution Options Summary of Marketing Components TestingPremarket Testing PseudosaleSimulated Test Market (STM) Speculative Sale Trial/Repeat MeasurementHome Delivery Measures Laboratory Measurement Controlled Sales Informal SellingDirect MarketingMinimarkets Scanner Market TestingSummary of Premarket Testing Market TestingTest Markets Rollouts Geographical Segmentation Industry SegmentationChannel SegmentationMarket Testing for Durable Consumer Goods and Industrial Products/ServicesInformation Acceleration Summary of Market Testing Chapter SummaryGlossaryReview Questions Assignment Questions EndnotesInto the Market: LaunchLearning Objectives IntroductionPrelaunch Strategizing and TacticsStrategic Launch Product ConcernsBusiness StrategyMarket Segments Product/Service DesignLaunch TimingProductionOrganizational Concerns Company StructureCulture Speed to MarketNPD Team Structure Market Orientation Industry Concerns Technical EnvironmentCompetitorsPartners/SuppliersCustomersLogisticsTactical Launch PlanningProduct Name and Branding Strategies Checklist of Criteria for a Good Product NameCheck list of things to AvoidBranding Decisions Brand Extensions Price Skimming Penetration FreemiumPricing for New-to-the-World Products Launch TimingLaunch Management Monitoring Launch Postlaunch Analysis Product Life Cycle Management Product Failure Chapter SummaryGlossaryReview Questions Assignment Questions Appendix Pricing Resources EndnotesGlobal New Product Development; Gloria Barczak and Rosanna GarciaLearning Objectives Organizing for New Product Development Physical Proximity of NPD Teams Open Innovation and Global Markets Innovation in Emerging Markets Reverse Innovation Bottom-of-the-Pyramid Launching Global New Products Global New Product Launches Global BrandsBranding Strategies Standardization or Adaptation Packaging Consumer Perceptions of Global Brands Protecting Your Global Brand Chapter Summary Glossary Review Questions AssignmentEndnotes Sustainability in Innovation; Marius Claudy and Rosanna GarciaLearning Objectives Introduction Finite Resources Stakeholder Pressure and Growing TransparencyThe Business Case for Sustainability Costs Reduction Complying with Regulation Reputation and Brand Value Differentiation Attract and Retain EmployeesAttract Capital Investment Capitalize on New OpportunitiesDeveloping Sustainability Strategies Principles Underlying Sustainability Product Design 1st Principle: Reducing Use of Finite Materials 2nd Principle: Eliminate Use of Toxic Materials3rd Principle: Minimize Physical Destruction 4th Principle: Look to Solve Social Problems Four Paradigms for Sustainable New Product Development Product Improvement and Redesign Functional and System Innovation System Innovation and the Role of Services Product-Oriented Services User-Oriented Services Results-Focused Services Marketing Sustainable Products Eco LabelsChapter Summary GlossaryReview QuestionsAssignment Questions: AppendicesOnline Video Presentations H P Bulmers Ltd. Case StudyEndnotes Indexshow more