1、Copyright 2003 Prentice-Hall, Inc.12-1Copyright 2003 Prentice-Hall, Inc.12-2Kotler on MarketingCopyright 2003 Prentice-Hall, Inc.12-3Chapter Objectives Copyright 2003 Prentice-Hall, Inc.12-4Developing New Market Offerings Copyright 2003 Prentice-Hall, Inc.12-5Challenges in New-Product Development Co

2、pyright 2003 Prentice-Hall, Inc.12-6Challenges in New-Product Development Copyright 2003 Prentice-Hall, Inc.12-7Challenges in New-Product Development Copyright 2003 Prentice-Hall, Inc.12-8Organizational Arrangements Copyright 2003 Prentice-Hall, Inc.12-9Organizational Arrangements Copyright 2003 Pre

3、ntice-Hall, Inc.12-10Copyright 2003 Prentice-Hall, Inc.12-11Table 12.1 Finding One Successful New Product (Starting with 64 New Ideas)Copyright 2003 Prentice-Hall, Inc.12-12Organizational ArrangementsCopyright 2003 Prentice-Hall, Inc.12-13Organizational ArrangementsCopyright 2003 Prentice-Hall, Inc.

4、12-14Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.12-15Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.12-16Managing the Development Process: IdeasCopyright 2003 Prentice-Hall, Inc.12-17Copyright 2003 Prentice-Hall, Inc.12-18Table 12.2 Product-Ide

5、a Rating DeviceCopyright 2003 Prentice-Hall, Inc.12-19Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.12-20Figure 12.3: Product and Brand PositioningCopyright 2003 Prentice-Hall, Inc.12-21Copyright 2003 Prentice-Hall, Inc.12-22Managing the Development Process:

6、Concept to StrategyCopyright 2003 Prentice-Hall, Inc.12-23Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.12-24Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.12-25Managing the Development Process: Concept to StrategyCopyr

7、ight 2003 Prentice-Hall, Inc.12-26Table 12.3 Projected Five-Year-Cash-Flow Statement (in thousands of dollars)See text for complete tableCopyright 2003 Prentice-Hall, Inc.12-27Managing the Development Process: Concept to StrategyCopyright 2003 Prentice-Hall, Inc.12-28Managing The Development Process

8、: Development to Commercialization Copyright 2003 Prentice-Hall, Inc.12-29 Managing The Development Process: Development to CommercializationCopyright 2003 Prentice-Hall, Inc.12-30 Managing The Development Process: Development to CommercializationCopyright 2003 Prentice-Hall, Inc.12-31 Managing The

9、Development Process: Development to CommercializationCopyright 2003 Prentice-Hall, Inc.12-32Managing The Development Process: Development to Commercialization Copyright 2003 Prentice-Hall, Inc.12-33Managing The Development Process: Development to Commercialization Copyright 2003 Prentice-Hall, Inc.12-34The Consumer-Adoption ProcessCopyright 2003 Prentice-Hall, Inc.12-35The Consumer-Adoption ProcessCopyright 2003 Prentice-Hall, Inc.12-36Figure 12.7: Adopter Categorization on th