Tham khảo tài liệu 'new products management - chapter 16 part five launch', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | PART FIVE LAUNCH McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Launch Figure The Five Decision Sets that Lead to a Marketing Plan Figure Common Myths About Marketing Planning for New Products Marketing people make the decisions that constitute a marketing plan. The technical work is complete when the new item hits the shipping dock. Marketing people take over. The marketer’s task is to persuade the end user to use the new product. The more sales potential there is in a market segment, the better that segment is as a target candidate. The pioneer wins control of a new market. As with Broadway shows, opening night is the culmination of everything we have been working for. Figure CHAPTER 16 STRATEGIC LAUNCH PLANNING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Strategic Givens Corporate, some team decisions made earlier. Often found in the PIC Guidelines. A specified gross margin: affects . | PART FIVE LAUNCH McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Launch Figure The Five Decision Sets that Lead to a Marketing Plan Figure Common Myths About Marketing Planning for New Products Marketing people make the decisions that constitute a marketing plan. The technical work is complete when the new item hits the shipping dock. Marketing people take over. The marketer’s task is to persuade the end user to use the new product. The more sales potential there is in a market segment, the better that segment is as a target candidate. The pioneer wins control of a new market. As with Broadway shows, opening night is the culmination of everything we have been working for. Figure CHAPTER 16 STRATEGIC LAUNCH PLANNING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Strategic Givens Corporate, some team decisions made earlier. Often found in the PIC Guidelines. A specified gross margin: affects funding. Speed-to-market: affects promotional outlays and schedules. Commitment to a given channel: affects distribution plan. Advertising policy: affects promotion decisions. Pricing policy: affects decision to use penetration or skimming pricing (slide down demand curve). Revision of PIC Goals Customer Acceptance Goals Use Satisfaction Sales Market Share Financial Performance Goals Time to break even Margins IRR, ROI Product Level Performance Goals Cost Time to Market Performance Quality Other Competitive Effect Image Change Morale Change Strategic Platform Decisions Permanence Aggressiveness Type of Demand Sought Competitive Advantage Product Line Replacement Competitive Relationship Scope of Market Entry Image Permanence Permanent, stand-alone. Permanent, but as a bridge to other items -- ., platform strategy. Temporary. Given firms’ tendency to develop streams of products, more and more new products are actually only temporary. Some Other Strategic Platform Decisions .
