How to develop successful new products:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lincolnwood, Ill.
NTC Business Books
1997
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 197 - 200 |
| Beschreibung: | VIII, 214 S. Ill., graph. Darst. |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Acknowledgments viii
Introduction Why You Need This Book 1
Why New Product Development Is the Lifeblood of an Expanding
Market-Driven Economy • Why New Products Fail • Avoiding the
Pitfalls to Successful New Product Development • How to Use
Appropriate Qualitative Research • How to Modify Your Product s
Features and Benefits to Fulfill the Needs of Your Potential
Consumers • Identifying Emerging Trends and Needs • Avoid the
Organizational Constraints That Hamper New Product
Development • Products and Services Have Failed by Not Using
the Procedures Outlined in This Book • Real Products and Services
That Have Succeeded Using the Principles Presented • Successfully
Market Your Own Ideas
Chapter 1 New Products: The Lifeblood of Successful
Marketing Growth 9
New Product Development Should Be Consumer Driven, Not
Technology Driven • The Need for New Products Varies by
Organization • New Products Often Evolve from Existing
Products • So Many Needs, So Little Success
Chapter 2 Why New Products Fail 23
How Do We Define Failure? • Corporate Culture • Organizational
Constrictions • Misunderstanding the Consumer Needs Hierarchy •
Inappropriate Consumer Targeting • Inappropriate Understanding
of Markets • Management Modifications • Excess Capacity • The
By-Product Blues • Inadequate Technology • Corporate Viscosity •
Conference Room Winners That Become Marketplace Failures •
Inappropriate Consumer Research
Chapter 3 Debunking Reality 41 ¦:
A Universal Truth? • What a Mess We Make of Communication •
Barriers to Shared Perceptions • Overcoming the Barriers •
Features versus Benefits
Chapter 4 How to Discover People s True Needs 51
The Roles of Internal Filters • Breaking the Opinion Barrier • i
Probing for Negatives • Case Study: How Attitudes Affect Product
Perceptions ,
Chapter 5 What s in It for Me? 65
Market Segmentation • Demographic Segmentation •
Psychographic Segmentation • Values and Lifestyles Segmentation •
Factors to Consider in Directing Products to Specific Market
Segments ,
Chapter 6 Linking Benefits to Needs—Making the Sale 85 1
Positioning—Getting inside the Heads of Our Customers • Be :
First, and Be Right • Reinforcement • Changing Needs Offer
Positioning Opportunities • Develop a Creative Strategy • Linking
Benefits to Needs
Chapter 7 Building Value-Added Concepts for
New Products 101
Adding Perceived Value to Products • Questions to Ask in
Positioning Your Product • Meeting Basic Human Needs • Some
Successful Strategies • The Perception Grid • Tips for Creating a
Successful Strategy • Gestalt Theory of Communication • Breaking
through the Clutter
Chapter 8 Ideation 111
Start with a Clean Slate • Input Sessions • Incubation •
Illumination • Idea Generation • Just the Beginning • Concept
Board Development
Chapter 9 Exploration and Expansion 123 » ^
Focus Groups • In-Depth Personal Interviews • Explore Every
Influencer in the Channels of Distribution • The P.E.T. Interview • ¦
Don t Ask Them to Vote • Learning from Rejection • Counter
Stimulation • The Magic Wand • Your Chance to Become a
Copywriter • Wave Series Ideation • Evolve Winning Concepts
Chapter 10 Other Types of Qualitative Research 131
Early Psychographic Segmentation • VALS • DAGMAR •
Yankelovich Monitor • Why the Perception Expansion Theory Is
Important to New Product Research
Chapter 11 Business-to-Business Opportunities 147
Major New Product Opportunities • Your Customers Are the Key •
Repositioning • Other New Product Development Advantages
Chapter 12 Developing Successful Products for a
Global Community 157
Cultural Specificity • Case Study: How Attitudes Affect Product
Perceptions
Chapter 13 Putting It All Together: A Successful Case Study
Using the Perception Expansion Theory 171
Background • Objectives • Methodology • General Findings
Regarding People Working at Home • Concepts for People
Working at Home • Other Considerations • General Findings for
Executives • Concepts for Customer Executives • Concepts
Recommended for Development
References 197
Index 201
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| language | English |
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| spelling | Patrick, Jerry Verfasser aut How to develop successful new products Jerry Patrick Lincolnwood, Ill. NTC Business Books 1997 VIII, 214 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 197 - 200 Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Produktentwicklung (DE-588)4139402-1 s Marketingkonzept (DE-588)4120696-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021760741&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Patrick, Jerry How to develop successful new products Marketingkonzept (DE-588)4120696-4 gnd Produktentwicklung (DE-588)4139402-1 gnd |
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| title | How to develop successful new products |
| title_auth | How to develop successful new products |
| title_exact_search | How to develop successful new products |
| title_full | How to develop successful new products Jerry Patrick |
| title_fullStr | How to develop successful new products Jerry Patrick |
| title_full_unstemmed | How to develop successful new products Jerry Patrick |
| title_short | How to develop successful new products |
| title_sort | how to develop successful new products |
| topic | Marketingkonzept (DE-588)4120696-4 gnd Produktentwicklung (DE-588)4139402-1 gnd |
| topic_facet | Marketingkonzept Produktentwicklung |
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