New products management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill
2006
|
| Ausgabe: | 8. ed., international ed. |
| Schriftenreihe: | McGraw-Hill/Irwin series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 540 S. graph. Darst. |
| ISBN: | 0071244336 |
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| 245 | 1 | 0 | |a New products management |c Merle Crawford ; Anthony Di Benedetto |
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| 650 | 7 | |a Productiemanagement |2 gtt | |
| 650 | 7 | |a Productontwikkeling |2 gtt | |
| 650 | 4 | |a Produits nouveaux - Gestion | |
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Datensatz im Suchindex
| _version_ | 1804133386008133632 |
|---|---|
| adam_text | Contents
PART ONE
OVERVIEW AND OPPORTUNITY
IDENTIFICATION/SELECTION
Chapter
The Menu
Setting
Why Is This an Important Field of Study?
Whaf
Student s Viewpoint?
OK, So What Is a New Product, and What
Leads to Success?
What about New Services, Business-to-
Business Products, and International
Products?
On What Basic Ideas or Concepts Is This Field
of Activity Built?
Don t Most Real Innovations Come from Small
Firms and Inventors?
Is New Products Management an Art or a
Science?
Does This Field of Activity Have a Unique
Vocabulary?
Does the Field of New Products
Offer Careers?
Given All of This, What Will We Be Doing in
This Book?
Does All This Actually Work?
Summary
Applications
Chapter
The New Products Process
23
Setting
The Highlighter Saga
What Happened in That Saga?
The Basic New Products Process
Phase
and Selection
Phase
Phase
Phase
Phase
The Concept Life Cycle
Speeding the Product to Market
Techniques for Speeding Time to Market
Risks and Guidelines in Speeding to Market
What about New Services?
What about New-to-the-World Products?
Closing Thoughts about the New Products
Process
Summary
Applications
Case: Tastykake Sensables
Case: Merck
Chapter
Opportunity Identification and
Selection: Strategic Planning for New
Products
Setting
Why Have Strategic Planning?
A Strategy for a Company within a
Company
New Product Strategy Inputs
Product Platform Planning
Opportunity Identification
Noncorporate Strategic Planning
Miscellaneous Sources
The Product Innovation Charter
Background Section of the PIC
The Arena (Area of Focus) Section of the PIC
Goals andQbjectives Section of the PIC
Special Guidelines Section of the PIC
A Word on How to Prepare a Product
Innovation Charter
The New Product s Strategic Fit
Summary
Contents xv
Applications
Case: New Product Strategy at Kellogg
Case: Microsoft Windows
PART TWO
CONCEPT GENERATION
Chapter
Preparation and Alternatives
Setting
Preparation
The Product Innovation Charter
Finding the Right People
Management s Role in Making Creative People
Productive
Activities to Encourage Creativity
Special Rewards
The Removal of Roadblocks
The Concept
The Designer Decaf Example SI
The Concept Statement,
Two Basic Approaches
Important Sources of Ready-Made New
Product Ideas
Summary
Applications
Case: Concept Generation in the Toy
Industry
Chapter
Problem-Based Ideation:
Finding and Solving Customers
Problems
Setting
The Overall System of Internal Concept
Generation
Gathering the Problems
Internal Records
Direct Inputs from Technical and Marketing
Departments
Problem Analysis
The General Procedure
Methodologies to Use
Scenario Analysis
Solving the Problems
Group Creativity
Brainstorming
Electronic Brainstorming and Computer-Assisted
Creativity Techniques
Disciplines Panel
Concept Generation Techniques in Action
Summary
Applications
Case: Campbell s IQ Meals
Case: Earning Organizational Respect
Chapter
Analytical Attribute Approaches:
Introduction and Perceptual
Mapping
Setting
Understanding Why Customers Buy a
Product
-
Analyzing Product Attributes for Concept
Generation and Evaluation
Gap Analysis
Determinant Gap Maps
Perceptual Gap Maps Based on Attribute
Ratings
Perceptual Gap Maps Based on Overall
Similarities (OS)
Comments on Gap Analysis
Summary
Applications
Case: Dell Computers (A)
Chapter
Analytical Attribute Approaches:
Trade-Off Analysis and Qualitative
Techniques
Setting
Trade-off Analysis
Using Trade-off Analysis to Generate Concepts
A Conjoint Analysis Application
Recent Modifications in
Conjoint Analysis
Virtual Prototypes in Concept Testing
xvi Contents
Qualitative Techniques
Dimensional Analysis
Checklists
Relationships Analysis
About the Dimensions Used
in Relationships Analysis
Two-Dimensional Matrix
Morphological or Multidimensional
Matrix
Analogy
Summary
Applications
Case: Rubbermaid Inc.
PART THREE
CONCEPT/PROJECT
EVALUATION
Chapter
The Concept Evaluation System
Chapter
Concept Testing
185
165
Setting
Whaf
Products Process?
The Evaluation System for the Basic New Products
Process
Product Line Considerations in
Concept Evaluation
The Cumulative Expenditures Curve
The Risk/Payoff Matrix
The Decay Curve
Planning the Evaluation System
Everything is Tentative
Potholes
The People Dimension
Surrogates
The A-T-A-R Model
Where Do We Get the Figures for the A-T-A-R
Model?
Further Uses of the A-T-A-R Model
Summary
Applications
Case: Concept Development
Corporation
Case: The G5 Doll
Setting
The Importance of Up-Front
Evaluations
The Product Innovation Charter
Market Analysis
Initial Reaction
Concept Testing and Development
What Is a New Product Concept?
The Purposes of Concept Testing
Considerations in Concept
Testing Research
Prepare the Concept Statement
Define the Respondent Group
Select the Response Situation
Prepare the Interviewing Sequence
Variations
Analyzing Research Results
Identifying Benefit Segments
Joint Space Maps
Conjoint Analysis in Concept Testing
Conclusions
Summary
Applications
Case: Wolverine Car Wash
Case: Dell Computers (B)
Chapter
The Full Screen
211
Setting
Purposes of the Full Screen
The Scoring Model
Introductory Concept
The Procedure
Profile Sheet
A Screening Model Based on Project
NewProd
The Analytic Hierarchy Process
Special Aspects
Summary
Applications
Case: Wilson Sporting Goods (A)
Contents xvü
Chapter
Sales Forecasting and Financial
Analysis
Setting
Sales Forecasting for New Products
Forecasting Sales Using Purchase Intentions
Forecasting Sales Using the A-T-A-R Model
Techniques for Forecasting Product Diffusion
Observations on Forecasting Models
Problems with Sales Forecasting
Summary of the Problems
Actions by Managers to Handle These
Problems
Improve the New Product Process
Currently in Use
Use the Life Cycle Concept
of Financial Analysis
Reduce Dependence on Poor Forecasts
Return to the PIC
Summary
Applications
Case: Bay City Electronics
Bay City Appendix: Financial Analysis for
New Products
Compiling the Key Data
Chapter
Product Protocol
256
Setting
Review
Purposes of the Protocol
Protocol s Specific Contents
Target Market
Positioning
Product Attributes
Competitive Comparisons and Augmentation
Dimensions
Marketing Requirements
Other Components of the Product Protocol
An Example of Requirements
Protocol and Quality Function Deployment
(QFD)
QFD and the House of Quality
Outcomes of QFD
Some Warnings about the Difficulty of the
Protocol Process
Summary
Applications
Case: Wilson Sporting Goods (B)
PART FOUR
DEVELOPMENT
Chapter
Design
Setting
What Is Design?
The Role of Design in the New Products
Process
Contributions of Design to New
Product Goals
Product Architecture
A Process for Product Architecture
Product Architecture and Product Platforms
Industrial Design and the Industrial
Designer
Prototype Development
Managing the Interfaces in the
Design Process
Improving the Interfaces in the
Design Process
Computer-Aided Design and Design for
Manufacturability
Continuous Improvement in Design
Summary
Applications
Case: The MINI
Case: Gillette MACH3
Chapter
Development Team Management
Setting
What Is a Team?
Structuring the Team
Another Look at Projectization
Choosing an Organizational Option
xviii Contents
Building
Establishing
The Team Assignment and Ownership
Selecting the Leader
Selecting the Team Members
Roles and Participants
Network Building
Training the Teams
Managing the Team
Cross-Functional Interface Management
Overcoming Barriers to Market Orientation
Ongoing Management of the Team
Team Compensation and Motivation
Closing the Team Down
Managing Globally Dispersed Teams
Summary
Applications
Case:
Case: Ford Mondeo
Chapter
Product Use Testing
Setting
The Role of Marketing during
Development
Marketing Is Involved from the Beginning of the
Process
Marketing Ramp-Up, or the I Think We ve Got It
Phase
Why Do Product Use Testing?
Is Product Use Testing Really Necessary?
Are These Arguments Correct?
Knowledge Gained from Product
Use Testing
Decisions in Product Use Testing
Who Should Be in the
How Should We Reach the User Group?
Should We Disclose Our Identity?
How Much Explanation Should We Provide?
How Much Control over Product Use Should
There Be?
How Should the Test Be Conducted?
Over What Time Period Should the Test Be
Conducted?
What Should Be the Source of the Product Being
Tested?
What Should-Be the Form of the Product Being
Tested?
How Should We Record Respondents
Reactions?
How Should We Interpret the Figures We Get?
Who Should Do the Product Use Test?
Special Problems
Summary
Applications
Case: Product Use Testing for New Consumer
Nondurables
PART FIVE
LAUNCH
357
360
Chapter
Strategic Launch Planning
Setting
The Strategic Givens
Revisiting the Strategic Goals
Strategic Platform Decisions
Type of Demand Sought
Permanence
Aggressiveness
Competitive Advantage
Product Line Replacement
Competitive Relationship
Scope of Market Entry
Image
The Target Market Decision
Alternative Ways to Segment a Market
Micromarketing
Targeting May Also Use Diffusion
of Innovation
Product Positioning
Creating Unique Value for the Chosen
Target
Branding and Brand Management
Trademarks and Registration
What Is a Good Brand Name?
Managing Brand Equity
Brand Name Dilution
Brand Profitability
Global Brand Leadership
Contents xix
Packaging
The Role of Packaging
The Packaging Decision
Summary
Applications
Case: Iridium
Case: The 7-Eleven
Case: Dell Computers (C)
Chapter
Implementation of the Strategic
Plan
Setting
The Launch Cycle
Prelaunch and Preannouncement
Announcement, Beachhead, and Early Growth
Launch Tactics
The Communications Plan
The Copy Strategy Statement
Personal Selling
Alliances
A-T-A-R Requirements
Awareness
Stocking and Availability
Trial
Repeat Purchase
Summary
Applications
Case: Spiralloy Inc.
Case: The Advanced Photo
System (APS)
Chapter
Market Testing
414
Setting
The Market Testing Decision
When is the Decision Made?
Is This an Easy Decision to Make?
The Factors for Deciding Whether
to Market Test
Methods of Market Testing
Pseudo Sale
Controlled Sale
Full Sale
Pseudo Sale Methods
Speculative Sale
Simulated Test Market
Controlled Sale Methods
Informal Selling
Direct Marketing
Minimarkets
Scanner Market Testing
Full Sale Methods
Test Marketing
The Rollout
Wrap-up on Market Testing
Methodologies
Summary
Applications
Case: PepsiCo
Pepsi One
Case: Square D Remote Lamp Dimmer
Chapter
Launch Management
443
Setting
What We Mean by Launch Management
The Launch Management System
Step One: Spot Potential Problems
Step Tioo: Select the Control Events
Step Three: Develop Contingency Plans
Step Four: Design the Tracking System
A Sample Launch Management Plan
Objections to Launch Management
No Launch Management on Temporary
Products
Product Failure
Summary
Applications
Case:LEVTTRA
Case: Interfoods Inc.: Valley Butter
Chapter
Public Policy Issues
Setting
Bigger Picture: A Cycle of Concerns
Phase I: Stirring
Phase II: Trial Support
xx Contents
Phase III: The Political Arena
Phase IV: Regulatory Adjustment
Business Attitudes toward Product Issues
Current Problem Areas
Product liability
Typology of Injury Sources
The Four Legal Bases for Product Liability
Other Legislation
Planning for the Product Recall
Attempts at Standardization and
Clarification
Environmental Needs
The Managerial Dilemma
Product Piracy
Worthy Products
Morality
Monopoly
Personal Ethics
The Underlying Residual Issues
What Are New Products Managers Doing
about
Strategy and Policy
Control Systems
Product Testing
Marketing and Market Testing
Customer Education and External Affairs
Summary
Applications
Case: Hybrid Vehicles at General
Motors
Case: Napster, The iPod, and Music
Downloading
Bibliography
Appendix A Sources of Ideas Already
Generated
Appendix B Other Techniques of Concept
Generation
Appendix C Small s Ideation Stimulator
Checklist
Appendix D The Marketing Plan
Appendix
a New Products Program
Index
|
| any_adam_object | 1 |
| author | Crawford, Charles Merle Di Benedetto, C. Anthony |
| author_GND | (DE-588)170628760 |
| author_facet | Crawford, Charles Merle Di Benedetto, C. Anthony |
| author_role | aut aut |
| author_sort | Crawford, Charles Merle |
| author_variant | c m c cm cmc b c a d bca bcad |
| building | Verbundindex |
| bvnumber | BV019864569 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.153 |
| callnumber-search | HF5415.153 |
| callnumber-sort | HF 45415.153 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)56198667 (DE-599)BVBBV019864569 |
| dewey-full | 658.5/75 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.5/75 |
| dewey-search | 658.5/75 |
| dewey-sort | 3658.5 275 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 8. ed., international ed. |
| format | Book |
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| id | DE-604.BV019864569 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:07:53Z |
| institution | BVB |
| isbn | 0071244336 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013189012 |
| oclc_num | 56198667 |
| open_access_boolean | |
| owner | DE-739 DE-1049 DE-523 DE-2070s |
| owner_facet | DE-739 DE-1049 DE-523 DE-2070s |
| physical | XX, 540 S. graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | McGraw-Hill |
| record_format | marc |
| series2 | McGraw-Hill/Irwin series in marketing |
| spelling | Crawford, Charles Merle Verfasser aut New products management Merle Crawford ; Anthony Di Benedetto 8. ed., international ed. Boston [u.a.] McGraw-Hill 2006 XX, 540 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill/Irwin series in marketing Marketing gtt Productiemanagement gtt Productontwikkeling gtt Produits nouveaux - Gestion New products Management Produktmarketing (DE-588)4134049-8 gnd rswk-swf Neues Produkt (DE-588)4171552-4 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Neues Produkt (DE-588)4171552-4 s Produktmanagement (DE-588)4125960-9 s DE-604 Produktinnovation (DE-588)4047346-6 s Management (DE-588)4037278-9 s 1\p DE-604 Produktmarketing (DE-588)4134049-8 s 2\p DE-604 3\p DE-604 Produktplanung (DE-588)4135135-6 s 4\p DE-604 Innovation (DE-588)4027089-0 s 5\p DE-604 Produktentwicklung (DE-588)4139402-1 s 6\p DE-604 Di Benedetto, C. Anthony Verfasser (DE-588)170628760 aut Digitalisierung UBPassau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013189012&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Crawford, Charles Merle Di Benedetto, C. Anthony New products management Marketing gtt Productiemanagement gtt Productontwikkeling gtt Produits nouveaux - Gestion New products Management Produktmarketing (DE-588)4134049-8 gnd Neues Produkt (DE-588)4171552-4 gnd Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Produktmanagement (DE-588)4125960-9 gnd Produktplanung (DE-588)4135135-6 gnd Produktinnovation (DE-588)4047346-6 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4134049-8 (DE-588)4171552-4 (DE-588)4139402-1 (DE-588)4027089-0 (DE-588)4125960-9 (DE-588)4135135-6 (DE-588)4047346-6 (DE-588)4037278-9 |
| title | New products management |
| title_auth | New products management |
| title_exact_search | New products management |
| title_full | New products management Merle Crawford ; Anthony Di Benedetto |
| title_fullStr | New products management Merle Crawford ; Anthony Di Benedetto |
| title_full_unstemmed | New products management Merle Crawford ; Anthony Di Benedetto |
| title_short | New products management |
| title_sort | new products management |
| topic | Marketing gtt Productiemanagement gtt Productontwikkeling gtt Produits nouveaux - Gestion New products Management Produktmarketing (DE-588)4134049-8 gnd Neues Produkt (DE-588)4171552-4 gnd Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Produktmanagement (DE-588)4125960-9 gnd Produktplanung (DE-588)4135135-6 gnd Produktinnovation (DE-588)4047346-6 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Marketing Productiemanagement Productontwikkeling Produits nouveaux - Gestion New products Management Produktmarketing Neues Produkt Produktentwicklung Innovation Produktmanagement Produktplanung Produktinnovation Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013189012&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT crawfordcharlesmerle newproductsmanagement AT dibenedettocanthony newproductsmanagement |