Tham khảo tài liệu 'new products management - chapter 9 concept testing', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 9 CONCEPT TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Many Ideas Are Eliminated Before Concept Testing PIC eliminates most new product ideas even before they are developed into concepts. Ideas of the following types are excluded: Ideas requiring technologies the firm does not have. Ideas to be sold to customers about whom the firm has no close knowledge. Ideas that offer too much (or too little) innovativeness. Ideas wrong on other dimensions: not low cost, too close to certain competitors, etc. Market Analysis and Initial Reaction Market analysis: in-depth study of market area that the PIC has selected for focus. Conducted immediately after PIC approval. Initial reaction: preliminary, inexpensive assessment of concepts, which may be flowing very quickly at this point. Avoid “bazooka effect” (quickly blasting out concepts without forethought) Do not include idea source in initial reaction. Respect the “fragility of ideas” -- . | CHAPTER 9 CONCEPT TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Many Ideas Are Eliminated Before Concept Testing PIC eliminates most new product ideas even before they are developed into concepts. Ideas of the following types are excluded: Ideas requiring technologies the firm does not have. Ideas to be sold to customers about whom the firm has no close knowledge. Ideas that offer too much (or too little) innovativeness. Ideas wrong on other dimensions: not low cost, too close to certain competitors, etc. Market Analysis and Initial Reaction Market analysis: in-depth study of market area that the PIC has selected for focus. Conducted immediately after PIC approval. Initial reaction: preliminary, inexpensive assessment of concepts, which may be flowing very quickly at this point. Avoid “bazooka effect” (quickly blasting out concepts without forethought) Do not include idea source in initial reaction. Respect the “fragility of ideas” -- have more than a single person involved. Use more than pure intuition -- keep records and stay objective. Suggested Questions for the Initial Reaction Market Worth: what is the attractiveness of the new product to the targeted customer population? Firm Worth: Is the new product project viewed positively by management? Does this new product project enhance the firm’s competencies? Competitive Insulation: Can the product’s advantage be maintained against competitive retaliation? Concept Testing Cautions and Concerns If the prime benefit is a personal sense (aroma, taste). If the concept involves new art and entertainment. If the concept embodies a new technology that users cannot visualize. If concept testing is mishandled by management, then blamed for product failure. If customers simply do not know what problems they have. What Is a Product Concept Statement? A statement about anticipated product features (form or technology) that will yield selected benefits relative to other products
