TAILIEUCHUNG - Lecture Marketing management: Chapter 20 - Phillip Kotler, Kevin Lane Keller

Chapter 20 - Introducing new market offerings. After studying this chapter you will be able to understand: What challenges does a company face in developing new products and services? What organizational structures and processes do managers use to oversee new-product development? What are the main stages in developing new products and services? What is the best way to manage the new-product development process? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Chapter 20 Introducing New Market Offerings Discussion Questions What challenges does a company face in developing new products and services? What organizational structures and processes do managers use to oversee new-product development? What are the main stages in developing new products and services? What is the best way to manage the new-product development process? What factors affect the rate of diffusion and consumer adoption of newly launched products and services? New Product Options Make or Buy Types of New Products New Improved Formula New-product development shapes the company’s future. Improved or replacement products and services can maintain or build sales; new-to-the-world products and services can transform industries and companies and change lives. But the low success rate of new products and services points to the many challenges they face. Make or Buy A company can add new products through acquisition or

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