New Product

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2
Innovation
Product Improvement
New Product
Product Modification
New Product/New Brand
3
??????????????? (Idea Generation)
??????????????? (Concept Testing)
??????????????????????????????? (Screening Idea)
????????????????????? (Business Analysis)
????????????????? (Product Development)
???????????? (Market Testing)
??????????????? (Commercialization)
????? ??????????? William J.Stanton
Fundamentals of Marketing, 8th ed.,p.201.
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New Product Adoption and Diffusion

• Adoption process The decision-making activity of
  an individual through which the new product is
  accepted.
• Stages in Adoption Process
• Awareness ?
• Interest ?
• Evaluation ?
• Trial ?
• Adoption ?
• Confirmation
• Diffusion The process by which an innovation is
  spread through a social system over time.

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Adopter Categories

• Researchers have identified five categories of
  individual adopters for new products
• Innovators 3 of the market.
• Early adopters 13 of the market.
• Early majority 34 of the market.
• Late majority 34 of the market.
• Laggards 16 of the market.
• In addition, some individuals nonadopters
  never accept the innovation.

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Characteristics Affecting Adoption Rate

• Five characteristics affect the adoption rate for
  newespecially truly innovativeproducts.
• Evaluation of new safer baseball for youngsters
• 1. Relative advantagesuperior to current balls
  in terms of safety but not tradition.
• 2. Compatibilitycoincides with cultural values
  and experiences of parents but not of coaches.
• 3. Complexityno problem understanding.
• 4. Trialabilityball can be easily tested.
• 5. Observabilitycan see a youngster whos hit
  with the new ball dust off and trot to first base.

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Organizing for Product Innovation

• Types of Organization
• Product-planning committee
• Brand manager
• New product department
• Venture team

8
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????????? (Introduction)
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1.????????? (Introduction)
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10
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2.???????????????(Growth)
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????????????????? (Maturity)
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3. ????????????????? (Maturity)
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12
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4. ?????????? (Decline)
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13
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2. ????????????????????????
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TRICKLE ACROSS
TRIKLE UP
TRICKLE ACROSS
TRICKLE ACROSS
TRIKLE DOWN
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V.S