M: Marketing--Chapter 12 (Developing New Products)
premarket test
conducted before a product or service is brought to market to determine how many customers will try and then continue to use it
steps in the new product development process
1. Idean Generation 2. Concept testing 3. product development 4. market testing 5. Product launch 6. Evaluation of results
Wonder Widgets is testing its new widget product in their research and development facility to determine whether the new widget is performing according to its design and satisfying the need for which it is intended. Wonder Widgets is conducting...
Alpha testing
Product
Anything that is of value to a consumer and can be offered through a voluntary marketing exchange
Complexity of products
At the center is core customer value: what are customer's look for? Than convert is an actual product: attributes such as brand name, features/design, quality level and packaging (level of importance varies) than the associate services (AKA augmented product) which includes the nonphysical aspects of the product such a warranty, financing, product support and after-sale service
Four major branding Strategies
Brand ownership Naming brands product lines Brand and line extensions co-branding Brand licensing Brand reposition's
Laggards are most likely to initially purchase a product during which stage of its product life cycle?
Deline
Consumers who tend to enjoy novelty and are often regarded as opinion leaders for particular product categories are called...
Early Adopters
During which stage of the product life cycle do sales typically increase the quickest?
Growth
At which stage in the product life cycle are profits typically lowest
Introduction
At which stage in the product life cycle do sale typically peak?
Maturity
Brand Awareness
Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers.
A brief written description of a product or service that describes its technology, working principles, forms and what customer needs it would satisfy is a...
New product concept
In what stage of the Product Development Process are introductory price promotions, special events, and personal selling typically used to get wholesalers or retailers to purchase the new products?
Product launch
Packaging function
The activities of designing and producing the container or wrapper for a product Protects, informs, advertises, hygienic, bar codes
Depth
The number of categoiries within a product line
Actual product
The physical attributes of a product including the brand name, features/design, quality level, and packaging.
Product line
a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges
trade promotions
advertising to wholesalers or retailers to get them to purchase new products, often through special pricing incentives
concepts
brief written descriptions of a product or service; its technology, working principles, and forms; and what customer needs it would satisfy
Product Mix
consists of all of the product lines offered by an organization. For example, Cray Inc. has a small product mix of three supercomputer lines that are sold mostly to governments and large businesses. Fortune Brands, however, has a large product mix that includes product lines such as sporting equipment (Titleist golf balls) and plumbing supplies (Moen faucets).
laggards
consumers who like to avoid change and rely on traditional products until they are no longer available
Brand Extensions
entails using an established brand name as an umbrella when entering new businesses or developing a new product line that represents new categories to the company
beta testing
having potential consumers examine a product prototype in a real-use setting to determine its functionality, performance, potential problems, and other issues specific to its use
lead users
innovative product users who modify existing products according to their own ideas to suit their specific needs
trade show
major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry
Brand Repositioning
marketers change a brand focus to target new markets or realign brand's core emphasis with changing market preferences
pioneers
new product introductions that establish a completely new market or radically change both the rules of competition and consumer preferences in a market (also called breakthroughs)
Qualitative vs quantitative
qualitative: derives data from observation, interviews or verbal interactions and focuses on meaning and interpretation of participants. quantitative is based on collected objective data that can be subjected to statistical analysis
introductory price promotions
short-term price discounts designed to encourage trial
maturity stage
stage of the product life cycle when industry sales reach their peak, so firms try to rejuvenate their products by adding new features or repositioning them
Core Customer Value
the basic problem solving benefits that consumers are seeking
Breadth
the number of product lines offered by a firm
innovators
those buyers who want to be the first to have the new product or service
product development
(also called product design) entails a process of balancing various engineering, manufacturing, marketing, and economic considerations to develop a product's form and features or a service's features
Service Gaps
When managers emphasize efficient operations over appropriate customer understanding, discrepancies occur
early majority
a group of consumers in the diffusion of innovation model that represents approximately 34 percent of the population; members don't like to take much risk and therefore tend to wait until bugs are worked out of a particular product or service; few new products and services can be profitable until this large group buys them
alpha testing
an attempt by the firm to determine whether a product will perform according to its design and whether it satisfies the need for which it was intended; occurs in the firm's research and development department
Source of new product ideas
customer input, competition products, licensing, internal research and development
Service Quality
customers' perceptions of how well a service meets or exceeds their expectations
product life cycle
defines the stages that new products move through as they enter, get established in, and ultimately leave the marketplace and thereby offers marketers a starting point for their strategy planning
slotting allowance
fees firms pay to retailers simply to get new products into stores or to gain more or better shelf space for their products
test marketing
introduces a new product or service to a limited geographical area (usually a few cities) prior to a national launch
reverse engineering
involves taking apart a competitor's product, analyzing it, and creating an improved product that does not infringe on the competitor's patents, if any exist
first movers
product pioneers that are the first to create a market or product category, making them readily recognizable to consumers and thus establishing a commanding and early market share lead
introduction stage
stage of the product life cycle when innovators start buying the product
decline
stage of the product life cycle when sales decline and the product eventually exits the market
growth stage
stage of the product life cycle when the product gains acceptance, demand and sales increase, and competitors emerge in the product category
prototype
the first physical form or service description of a new product, still in rough or tentative form, that has the same properties as a new product but is produced through different manufacturing processes, sometimes even crafted individually
late majority
the last group of buyers to enter a new product market; when they do, the product has achieved its full market potential
manufacturer's suggested retail price (MSRP)
the price that manufacturers suggest retailers use to sell their merchandise
innovation
the process by which ideas are transformed into new products and services that will help firms grow
diffusion of innovation
the process by which the use of an innovation, whether a product or a service, spreads throughout a market group over time and over various categories of adopters
concept testing
the process in which a concept statement that describes a product or service is presented to potential buyers or users to obtain their reactions
Perceived value
the relationship between a product's or service's benefits and its cost
early adopters
the second group of consumers in the diffusion of innovation model, after innovators, to use a product or service innovation; generally don't like to take as much risk as innovators but instead wait and purchase the product after careful review
Brand Equity
the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service
Branding Strategies
using a combination of marketing, operation, technological and professional activities to fix an instant perception in the minds of customers when they see brand name