mkt 340 ch09 ppt(4)
TRANSCRIPT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Recognize the terms that pertain to products and services.LO1
Identify the ways to classify consumer and business products.
LO3
LO2
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO:
Describe four unique elements of services.
LO4Explain the significance of “newness” and “consumer learning” to new products and services.
9-2
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Describe the factors affecting the success or failure of a new product or service.
Explain the purposes of each step of the new-product process.LO6
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO:
LO5
9-3
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APPLE’S NEW-PRODUCTINNOVATION MACHINE
9-4
Apple CarPlayAd
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WHAT ARE PRODUCTS AND SERVICES?A LOOK AT GOODS, SERVICES, AND IDEAS
LO1
Goods
Services
• NondurableGoods
• DurableGoods
Products
Ideas
9-5
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FIGURE 9-1 Services now contribute about twice the value to the U.S. gross domestic product than goods do
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FIGURE 9-A The service continuum shows how offerings can vary in their balance of products and services
9-7
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WHAT ARE PRODUCTS AND SERVICES?CLASSIFYING PRODUCTS
LO2
Business Products
Consumer Products
9-8
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WHAT ARE PRODUCTS AND SERVICES?CLASSIFYING PRODUCTS
LO2
Consumer Products
• Convenience Products
• Shopping Products
• Specialty Products
• Unsought Products
9-9
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FIGURE 9-2 How a consumer product is classified affects which products consumers buy and the marketing strategies used
9-10
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WHAT ARE PRODUCTS AND SERVICES?CLASSIFYING PRODUCTS
LO2
Business Products
• Components
• Support Products
• Derived Demand
Supplies
IndustrialServices
Installations
AccessoryEquipment
9-11
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WHAT ARE PRODUCTS AND SERVICES?CLASSIFYING SERVICES
LO2
Delivery by People or Equipment
Delivery by Business Firms or Nonprofit Organizations
Delivery by Government Agencies
9-12
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FIGURE 9-3 Services can be classified as equipment-based or people-based
9-13
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WHAT ARE PRODUCTS AND SERVICES?THE UNIQUENESS OF SERVICES
LO3
Four I’s of Services
• Intangibility • Inseparability
• Inconsistency • Inventory
Idle Production Capacity
Product/Service Offering• Core • Supplementary
9-14
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WHAT ARE PRODUCTS AND SERVICES?THE UNIQUENESS OF SERVICES
LO3
Assessing and Improving Service Quality• Gap Analysis – compare expectations to the actual experience• Monitoring Service Failure• Use market research to improve
9-15
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WHAT ARE PRODUCTS AND SERVICES?THE UNIQUENESS OF SERVICES
LO3
Customer Contact Audits
• Customer Contact Audit
• Service Encounters
• A Customer’s Car Rental Activities
9-16
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FIGURE 9-B Customer contact audit for a car rental agency (green boxes = customer activity; orange boxes = employee activity)
9-17
Hertz Ad
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Product Item
Product Line
Product Mix
• Stock Keeping Unit (SKU)
WHAT ARE PRODUCTS AND SERVICES?PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
LO3
9-18
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WHAT ARE PRODUCTS AND SERVICES?PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
LO3
Product Class (Industry where product belongs)
Product Form (Different shapes, types)
9-19
Crapola Ad
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MARKETING MATTERSFeature Bloat: Geek Squad to the Rescue!
LO4
9-20
Geek Squad Video
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NEW PRODUCTS AND WHYTHEY SUCCEED OR FAILWHAT IS A NEW PRODUCT?
LO4
Newness:
Compared to Existing Products
9-21
Playstation Video
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Newness: The Consumer’s Perspective
• Continuous Innovation
• Dynamically Continuous Innovation
• Discontinuous Innovation
Newness in Legal Terms
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAILWHAT IS A NEW PRODUCT?
LO4
9-22
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FIGURE 9-4 The degree of “newness” in a new product affects the amount of learning effort consumers exert to use the product
9-23
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• Product Line Extension
• Jump in Innovation
Newness: The Organization’s Perspective
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAILWHAT IS A NEW PRODUCT?
LO4
9-24
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• Brand Extension
• True Innovation
Newness: The Organization’s Perspective
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAILWHAT IS A NEW PRODUCT?
LO4
9-25
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Product Line ExtensionsLO4
9-26
Purina Web site
Example:Purina Elegant Medleys
What are the potential benefits and dangers of product line extensions?
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FIGURE 9-C What it takes to launch one commercially successful new product
9-27
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FIGURE 9-D What separates new-product winners and losers
9-28
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Marketing Reasons for New-Product Failures
• Insignificant Points of Difference
• No Economical Access to Buyers
• Not Satisfying Customer Needs onCritical Factors
• Incomplete Market and Product ProtocolBefore Product Development Starts
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAIL
WHY PRODUCTS & SERVICES SUCCEED OR FAILLO5
9-29
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Marketing Reasons for New-Product Failures
• Bad Timing
• Poor Product Quality
• Poor Execution of the Marketing Mix
• Too Little Market Attractiveness
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAIL
WHY PRODUCTS & SERVICES SUCCEED OR FAILLO5
9-30
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• Not Listening to the “Voice” of the Consumer
• Skipping Stages in the New-Product Process
What Were They Thinking? Organizational Problems in New-Product Failure
• Marketing a Poorly Conceived Product Too Quickly
• Encountering “Groupthink” in Meetings
• Not Learning Lessons From Past Failures
• Avoiding the “NIH Problem”
NEW PRODUCTS AND WHYTHEY SUCCEED OR FAIL
WHY PRODUCTS & SERVICES SUCCEED OR FAILLO5
9-31
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Fingos & Thirsty Dog/Thirsty CatWhy did these products fail?
LO5
9-32
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Monster in My Room and Life SaverWhy did these products fail?
LO5
9-33
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USING MARKETING DASHBOARDSWhich States are Underperforming?
Annual Percent Change in Unit Volume by State
> 10%0 to 10%< 0%
Change in Growth
LO5
9-34
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FIGURE 9-5 Seven stages in the new-product process leading to success
9-35
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THE NEW-PRODUCT PROCESSSTAGE 1: NEW-PRODUCT STRATEGY DEVELOPMENT
LO6
New-Product Process
• SWOT Analysis/Scanning Conducted
New-Product Strategy Development
• Strategic Role Defined
• Protocol Defined
• Stage Gate Process
• Service Development Difficult9-36
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FIGURE 9-E Strategic roles of most successful new products
9-37
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THE NEW-PRODUCT PROCESSSTAGE 2: IDEA GENERATION
LO6
Employee and Co-Worker Suggestions
Customer and Supplier Suggestions
• Crowdsourcing
Idea Generation
• Open Innovation
9-38
Life is Good
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THE NEW-PRODUCT PROCESSSTAGE 2: IDEA GENERATION
LO6
• Outside Labs
• Industrial Design
Research & Development Laboratories
9-39
IDEO GourmetCafé Salad Packaging
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THE NEW-PRODUCT PROCESSSTAGE 2: IDEA GENERATION
LO6
Inventors
Smaller Firms
Universities
Competitive Products
9-40
EPS WholeTree Havester
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THE NEW-PRODUCT PROCESSSTAGE 3: SCREENING AND EVALUATION
LO6
• Internal Approach
• External Approach
Concept Tests
Screening and Evaluation
Customer Experience Management (CEM)
9-41
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THE NEW-PRODUCT PROCESSSTAGE 4: BUSINESS ANALYSIS
LO6
Prototype Business Fit
Capacity Management
Off-Peak Pricing
Business Analysis
9-42
Google Driverless Car
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THE NEW-PRODUCT PROCESSSTAGE 5: DEVELOPMENT
LO6
• Service Encounters and Delivery
• Example: Google’s Driverless Car
• Safety Tests
Development
9-43
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THE NEW-PRODUCT PROCESSSTAGE 6: MARKET TESTING
LO6
• Simulated Test Markets (STMs)
• Test Marketing
• When Test Markets Don’t Work
Market Testing
• Standard Test Markets
• Controlled Test Markets
9-44
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THE NEW-PRODUCT PROCESSSTAGE 7: COMMERCIALIZATION
LO6
Burger King’s French Fries
Risks with Grocery Products
• Slotting Fee
• Failure Fee
Commercialization
• Regional Rollouts
9-45
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Speed as a Factor in New-Product Success
• Time to Market (TtM)
• Parallel Development
• Fast Prototyping
THE NEW-PRODUCT PROCESSSTAGE 7: COMMERCIALIZATION
LO6
9-46
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X-1: BREAKING THE BARRIERS OF SOUND WITH NEW-PRODUCT DEVELOPMENT
VIDEO CASE 9
X-1 Video Case
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VIDEO CASE 9X-1
1. What are the points of difference, or unique attributes, for X-1 products?
2. What are X-1’s primary target markets?
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VIDEO CASE 9X-1
3. Describe the new-product development process used by X-1. What are the similarities and differences to the process described in Figure 10-3?
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VIDEO CASE 9X-1
4. Which of the eight reasons for new-product failure did X-1 avoid to ensure success of X-1’s products?
5. Identify one new-product idea you would suggest that X-1 evaluate.
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CUSTOMER CONTACT AUDIT FOR A SERVICE
IN-CLASS ACTIVITY 9-1
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Customer contact audit for a car rental (green boxes = customer activity; orange boxes =
employee activity)
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USING METHOD 6-3-5 TO FIND NEW-PRODUCT IDEAS
FOR MAGNETIC POETRY
IN-CLASS ACTIVITY 9-2
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ICA 9-2Magnetic Poetry’s Little Boxes of Words
MagneticPoetry
Example:Use Method 6-3-5 to find New Product Ideas
For Magnetic Poetry’s Little Boxes of Words
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Product
A product is a good, service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money or something else of value.
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Services
Services are the intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange money or something else of value.
9-59
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Consumer Products
Consumer products are products purchased by the ultimate consumer.
9-60
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Business Products
Business products are products organizations buy that assist in providing other products for resale. Also called B2B products or industrial products.
9-61
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Four I’s of Services
The four I’s of services consistsof the four unique elements that distinguish services from goods: intangibility, inconsistency, inseparability, and inventory.
9-62
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Idle Production Capacity
Idle production capacity occurs when the service provider is available but there is no demand for the service.
9-63
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Product Item
A product item is a specific product that has a unique brand, size, or price.
9-64
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Product Line
A product line is a group of product or service items that are closely related because they satisfy a classof needs, are used together, are sold to the same customer group, are distributed through the same outlets, or fall within a given price range.
9-65
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Product Mix
A product mix consists of all of the product lines offered by an organization.
9-66
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New-Product Process
The new-product process consists of the seven stages an organization goes through to identify business opportunitiesand convert them to salable products or services.
9-67
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Customer Experience Management (CEM)
Customer experience management (CEM) is the process of managing the entire customer experience within the firm.
9-68