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Chapter 2 Concept life cycle 1.

. Opportunity concept, 2 idea, 3stated , 4 tested, 5 define, 6 protocol, 7full screened test, 8 prototype, 9 batch, 10process, 11pilot, 12marketed, 13successful, Chapter 3 New product strategy inputs 1. Product platform planning 2. Opportunity identification

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Noncorporate strategic planning

4. Miscellaneous sources The product innovation charter 1. Background section of PIC 2. The area of focus section in PIC(technology driver, market driver, dual driver) 3. Goals and objective section(profit, growth, market status) 4. Special guidelines section(degree of innovativeness, timing, miscellaneous guidelines)

Chapter 4 Preparation 1. The product innovation charter 2. Finding the right people 3. Management role in making creative people productive 4. Activities to encourage creativity 5. Special rewards 6. The removal of roadblocks The concept(form technology benefits) 1. The soft bubble gum example 2. The concept statement Two basic approaches Gathering concept already created Chapter 5 The overall system of internal concept generation Gathering the problems 1. Internal record

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Direct input from technical and marketing deprt Problem analysis The general procedure(1,product category.2 heavy product user 3 gather the problem.

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4 rank the problems) 5. Methodology to use(expert, publish sources, stakeholder contact) 6. Scenario analysis(leap studies, wild card) Solving the problems 1. Group creativity

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Brainstorming(deferral of judgment. Quantity breed quality) Electronic brainstorming and computer assisted techniques Disciplines panel Concept generation techniques in action

Chapter 7 Trade off analysis 1. Using trade off analysis to generate concept

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A conjoint analysis application(monanova) Recent modification in conjoint analysis(simalto)

Chapter 8 The cumulative expenditure curve 1. The risk pay off matrix 2. The decay curve Planning the evaluation system 1. Everything is tentative 2. Potholes 3. The people dimension 4. Surrogates The A-T-A-R 1. Each factor is subject to estimate 2. An inadequate profit forecast can be Improved only by changing one of the factor CHAPTER 9 Market Analysis Initial reaction: Suggested Questions for the Initial Reaction (Market Worth,Firm Worth,Competitive Insulation) Concept Testing If the concept embodies a new technology that users cannot visualize. If customers simply do not know what problems they have. What Is a new Product Concept A statement about anticipated product features (form or technology) that will yield selected benefits relative to other products or problem solutions already available. Purposes of Concept Testing To identify very poor concepts so that they can be eliminated Consideration in concept testing research 1. Prepare the concept statement (Format)(commercialized concept statement) (Offering of competitive information) (price) 2. Define the respondent group 3. Select the response situation 4. Prepare the interviewing sequence 5. Variations Customer preferences & benefits segments 1. Identifying benefits segments 2. Joint space maps (ideal brand) (preference regression) Conjoint analysis in concept testing CHAPTER 14 Structuring the team 1.Functional 2. Functional Matrix 3. Balanced Matrix 4. Project Matrix 5. Venture projectization, Defined as the extent to which participants see themselves as independent from the project or committed to it. Decision Rules for Choosing Among the Options Below 15: functional matrix will likely work. 15-30: a balanced matrix will probably work. Over 30: You need a project matrix or even a venture Building a team 1. Establishing a culture of collaboration 2. The team assignment and ownership (Ownership) (empowerment) 3. Selecting the leader 4. Selecting the team members

4. Virtual prototype in concept testing Dimensional analysis Checklist Relationship analysis 1. About dimension use in relationship analysis 2. Two dimensional matrix 3. Morphological or multidimensional matrix Analogy

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Roles and participants (product champion)(sponsor)(facilitaor) Network building Tranning the team Managing the team Ongoing management of team Team compensation and motivation Closing the team down 16 What is product use testing? Product use under normal operating conditions. Some terms:1. Alpha testing: done in-house2.Beta testing: done at the customer site Is product use testing really necessary Arguments Against Product Use Testing (regarding competitors reaction)(customer needs are complex sets) (can we deliver a total quality product) Knowledge gain from product use testing Pre-use-scene reactions Early use experiences("Does it work?").

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Beta tests Gamma testing Diagnostic information Decisions in product use testing 1. User groups to contact (lab personnel, experts, employees, stakeholders). 2. Mode of contact (mail vs. personal, individual vs. group, point of use vs. central location). 3. Identity disclosure (avoid halo-image effects). 4. Degree of use explanation (no comment, some, full explanation). 5. Degree of control over use (supervised vs. unsupervised) 6. Singularity (monadic usually less sensitive than paired or triangular comparison). 7. Duration of use (single use vs. extended periods). 8. Source of product (batch, pilot plant, final production). 9. Product form (single product vs. variants). 10. Mode of recording reaction (like/dislike, preference, descriptive information). 11. Source of norms (past experience, market research firms). 12. Research service (internal vs. outside personnel CHAPTER 17 Strategic Givens Strategic Platform Decisions 1. Type of demand sought (primary versus selective)

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Permanence

(Permanent, stand-alone)

Aggressiveness (aggressive versus cautious attitude at entry) Competitive Advantage (differentiation, price leadership, or both Product Line Replacement Competitive Relationship (aim at a competitor, avoid a competitor)

Scope of Market Entry (Roll out slowly, moderately, rapidly) Image (create a new image, tweak an existing image, use the already-existing image)

The Target Market Decision 1. Alternative ways to segment a market (end-use, geographic/demographic, behavioral/psychographic, benefit segmentation)

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Micromarketing and mass customization (loyalist,rotators,deal-senitive,price-driven,

store brnd buyes,light users) Mass customization (tailoring a good or services to the unique specification of individual customer) 3. Also consider the diffusion of innovation Factors Affecting Diffusion of Innovation 1. Relative Advantage 2. Compatibility 3. Complexity 4. Divisibility 5. Communicability Product Positioning features (what it is). a function (how it works). benefits (how the user gains). (a surrogate (no features, functions, benefits). Branding & brand management 1. Trademarks & registration 2.good brand name 3. Managing brand equity 4.brad name dilution 5. brand profitability 6. Global brand leadership.

Pakaging. (primary, secondary, tertiary packaging)

The various role of packaging (containment)(protection)(display)(inform & pesuade), The packaging design Chapter 19 What Is Market Testing? Test marketing (introducing a new product into a select area to see how the Public response prior to releasing it to a larger population) Where We Are Today in Market Testing 1. We are in a competitive world 2. The engineers have to develop ways to test the components of a product at the time they are made testing the marketing components of the product at early stages (ads, selling visuals, service contracts, package designs, etc.) rather than testing the whole product at the end. 3. Market testing is a team issue, not solely in the province of the market research department. The marketing test decision 1. When is the decision made 2. Is this an easy decision to make 3. Two Key Values Obtained from Market Testing Solid forecasts of dollar and unit sales volume. Diagnostic information to allow for revising and refining any aspect of the launch

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Deciding Whether to Market Test Any special twists on the launch? (limited time or budget, need to make high volume quickly) What information is needed? (Expected sales volumes, unknowns in manufacturing process, etc.)

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Costs (direct cost of test, cost of launch, lost revenue that an immediate national launch would have brought) 4. Nature of marketplace (competitive retaliation, customer demand) 5. Capability of testing methodologies (do they fit the managerial situation at hand) Methods of market testing 1. Pseudo sale method 2. Controlled sale 3. Full sale Pseudo sale method 1. Speculative Sale Simulated Test Market (STM)

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Simulated Test Market Procedure(Mall intercept. Self-administered questionnaire.

Advertising stimuli. Mini-store shopping experience. Post-exposure questionnaire. Receive trial package. Phone followup and offer to buy more) 2. Output 3. New advances in STM 4. Criticism 1. Mathematical complexity 2. False conditions 3. Possibly faulty assumptions on data, such as number of stores that will make the product available 4. May not be applicable to totally new-to-the-market products, since no prior data available. 5. Does not test channel member response to the new product, only the final consumer Chapter 20 Controlled Sale methods.

1.(Informal Selling) 2.( Direct Marketing) 3. (Minimarkets) 4.( Scanner Market Testing) Full sale method

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The Test Market{The test parameters,Picking test market (demographic, distribution, competition, category)

Duration of test} 2. The Rollout 1.By geography (including international),2. By application. 3. by influence. 4. by trade channel

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