标签：什么是市场营销,市场营销案例,
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doc06Objectives
ChallengesinNewProductDevelopment(NPD)
OrganizationalStructure&NPD
Stages&ManagementofNPD
Diffusion&AdoptionofNewProducts
WhyNewProductsFail
“OverChampioning”
OverestimatedDemand
PoorDesign
PoorMarketingExecution
HighDevelopmentCosts
StrongCompetitiveReaction
ChallengesinNPD
IdeaShortage
FragmentedMarkets
Social&GovernmentalConstraints
Cost
CapitalShortage
NeedforSpeed
ShorterProductLifeCycles
NewProductDevelopmentProcess
ProbabilityofSuccess
ConceptDevelopment&Testing
Product&BrandPositioning
ConjointAnalysis
Consumer-GoodsMarketTesting
Commercialization
AdopterCategorizationoftheBasisofRelativeTimeofAdoptionofInnovations
CharacteristicsoftheInnovationRateofAdoption
Relativeadvantage
Compatibility
Complexity
Divisibility
Communicability
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