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1、2000 Prentice Hall2000 Prentice HallObjectivesObjectivesChallenges in New Product Development(NPD)Challenges in New Product Development(NPD)Organizational Structure&NPDOrganizational Structure&NPDStages&Management of NPDStages&Management of NPDDiffusion&Adoption of New ProductsDiffusion&Adoption of
2、New Products管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallWhy New Products FailWhy New Products Fail“Over Championing”Over Championing”Overestimated DemandOverestimated DemandPoor DesignPoor DesignPoor Marketing ExecutionPoor Marketing ExecutionHigh Development CostsHigh Development CostsStrong Competitive
3、 ReactionStrong Competitive Reaction管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallChallenges in NPDChallenges in NPDIdea ShortageIdea ShortageFragmented MarketsFragmented MarketsSocial&Governmental ConstraintsSocial&Governmental ConstraintsCostCostCapital ShortageCapital ShortageNeed for SpeedNeed for Spee
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6、 Alternative Product Concepts2.Concept Testing-Test the ProductConcepts with Groups of Target Customers3.Choose the Best One管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallConsumer-Goods Market TestingConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperio
7、ds.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing campaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallComme
8、rcializationCommercializationWhenWhereWhomProductPricePlacePromotion管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallCharacteristics of the Innovation Rate Characteristics of the Innovation Rate of Adoptionof AdoptionRelative advantageRelative advantageCompatibilityCompatibilityComplexityComplexityDivisibilit
9、yDivisibilityCommunicabilityCommunicability管理资源吧（），提供海量管理资料免费下载！1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Monday,April 24,20232、阅读一切好书如同和过去最杰出的人谈话。02:04:4102:04:4102:044/24/2023 2:04:41 AM3、越是没有本领的就越加自命不凡。4月-2302:04:4102:04Apr-2324-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。02:04:4102:04:4102:04Monday,April 24,20235、知人者智，自知者明。
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