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New Products Management - CHAPTER 15 PRODUCT USE TESTING

Tham khảo tài liệu 'new products management - chapter 15 product use testing', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 15 PRODUCT USE TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. What is Product Use Testing? Product use under normal operating conditions. Some terms: Alpha testing: done in-house. Beta testing: done at the customer site. Typical goals of beta testing: to determine if the product works and is free of “bugs.” The Role of Marketing During Development Marketing is involved from the beginning of the new products process. Advises the new product team on how the product development fits in with firm’s marketing capabilities and market needs. Early involvement of marketing increases product’s chances for success. Think of marketing’s task as more information coordination than information gathering. Marketing Ramp-Up The “I think we’ve got it” phase. Once this point is reached, the team’s attitude toward the project changes. Marketing’s role increases as marketing people “rev up” their operations. Plan field sales and service . | CHAPTER 15 PRODUCT USE TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. What is Product Use Testing? Product use under normal operating conditions. Some terms: Alpha testing: done in-house. Beta testing: done at the customer site. Typical goals of beta testing: to determine if the product works and is free of “bugs.” The Role of Marketing During Development Marketing is involved from the beginning of the new products process. Advises the new product team on how the product development fits in with firm’s marketing capabilities and market needs. Early involvement of marketing increases product’s chances for success. Think of marketing’s task as more information coordination than information gathering. Marketing Ramp-Up The “I think we’ve got it” phase. Once this point is reached, the team’s attitude toward the project changes. Marketing’s role increases as marketing people “rev up” their operations. Plan field sales and service availability. Begin work on packaging and branding. Begin work with advertising agency reps. etc. Marketing “ramps up” for the product launch. Arguments Against Product Use Testing A fortune has already been spent on the product. Market research says the product is a winner. Competitor is working on a similar product. May suggest lack of faith in product. Customers have to learn how to use the product. Competitor may steal our idea and beat us to the market. One Argument For Product Use Testing: Dry Idea Deodorant Process was anything but linear. Gillette discovered flaws in product design through in-house “alpha testing” and beta testing with users. Gillette got some surprises in terms of benefits sought -- “back to the drawing board” near end of process! (Luckily, quick fix was available.) Figure 15.1 Two More Reasons to Do Product Use Testing 3M Scotch Brite Never Rust steel wool pads and Never Scratch non-scratching pads. Hot Scoop frozen microwaveable chocolate sundaes. Figure 15.3 Arguments