7(NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE) ( 4Ps)

(Innovative Product) (Modified Product) (Imitated Me-too Product)

Idea GenerationIdea ScreeningConcept Development and TestingMarketing Strategy DevelopmentBusiness AnalysisProduct DevelopmentTest MarketingCommercialization

1. (IDEA GENERATION) ( ) ( )

2. (IDEA SCREENING) (Evaluating Opportunities) (Idea Rating)

3. (CONCEPT DEVELOPMENT AND TESTING) (Concept Development) (Positioning) (Concept Testing) ? ? ?

4. (MARKETING STRATEGY DEVELOPMENT) () (Market Size) (Customer Profile) (Positioning) (4 Ps) ()

5. (BUSINESS ANALYSIS) BCG ApproachProduct-Market Expansion Grid Financial Analyses (Break-even Analysis, Net Present Value, Return on Investment, etc.)

6. (PRODUCT DEVELOPMENT) (Concept) (Prototype) (Product Attributes)

7. (TEST MARKETING)

8. (COMMERCIALIZATION) 4 ? ()? ( : )? ( )? ()

(PRODUCT LIFE CYCLE PLC) (Introduction Stage) (Growth Stage) (Maturity Stage) (Decline Stage) PLC PLC

PRODUCT LIFE CYCLE : CHARACTERISTICS

PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline

PRODUCT LIFE CYCLE : CHARACTERISTICSUnits/$TimeIntroductionGrowthMaturityDecline

PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline

PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline

PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline

PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(Advertising)

PRODUCT LIFE CYCLE : MARKETING STRATEGIESUnits/$TimeIntroductionGrowthMaturityDecline(SalesPromotion)

PATTERNS OF PRODUCT LIFE CYCLE PLC ?

7 (Stages of product life cycle) PLC