7(NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE) ( 4Ps)
(Innovative Product) (Modified Product) (Imitated Me-too Product)
Idea GenerationIdea ScreeningConcept Development and TestingMarketing Strategy DevelopmentBusiness AnalysisProduct DevelopmentTest MarketingCommercialization
1. (IDEA GENERATION) ( ) ( )
2. (IDEA SCREENING) (Evaluating Opportunities) (Idea Rating)
3. (CONCEPT DEVELOPMENT AND TESTING) (Concept Development) (Positioning) (Concept Testing) ? ? ?
4. (MARKETING STRATEGY DEVELOPMENT) () (Market Size) (Customer Profile) (Positioning) (4 Ps) ()
5. (BUSINESS ANALYSIS) BCG ApproachProduct-Market Expansion Grid Financial Analyses (Break-even Analysis, Net Present Value, Return on Investment, etc.)
6. (PRODUCT DEVELOPMENT) (Concept) (Prototype) (Product Attributes)
7. (TEST MARKETING)
8. (COMMERCIALIZATION) 4 ? ()? ( : )? ( )? ()
(PRODUCT LIFE CYCLE PLC) (Introduction Stage) (Growth Stage) (Maturity Stage) (Decline Stage) PLC PLC
PRODUCT LIFE CYCLE : CHARACTERISTICS
PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline
PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline
PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline
PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(Advertising)
PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(SalesPromotion)
PATTERNS OF PRODUCT LIFE CYCLE PLC ?
7 (Stages of product life cycle) PLC