New Products Management- CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: TRADE­OFF ANALYSIS ppt

... Thickness Spiciness Color 0.161 0.913 -1. 074 1.6 67 0.105 -1 .77 4 -0.161 0.161 Conjoint Analysis: Graphical Output Conjoint Analysis: Graphical Output Figure 7. 3 ... preferred, 18 = least preferred. Conjoint Analysis Input: Salsa Example Conjoint Analysis Input: Salsa Example Figure 7. 2 Relationships Analysis Relationships Analysis  Force combinations of dimensions ... (Co...

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... are Analytical Attribute What are Analytical Attribute Techniques? Techniques?  Basic idea: products are made up of attributes a future product change must involve one or more of these attributes.  Three ... of Factors Selecting the Number of Factors Figure 6.6 CHAPTER 6 CHAPTER 6 ANALYTICAL ATTRIBUTE APPROACHES: ANALYTICAL ATTRIBUTE APPROACHES: INTRODUCTION A...

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... reputation  Monitor recall effectiveness Public Policy Problems and the New Public Policy Problems and the New Products Process Products Process Figure 20.6 Four Legal Bases for Product Liability Four ... products for the elderly.  Orphan drugs supported by the federal government; otherwise would not be commercially feasible due to few users. What Can the New Product Manager...

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... distribution)  2. A consumer failure (e.g., low awareness or trial) Questions from New Product Tracking Questions from New Product Tracking Study (continued) Study (continued) Purchase Questions Have ... Potential Problems  Problems section from the situation analysis.  Role-play what competitors will do.  Look back over all the data in the new product's "file."...

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... available  May not be applicable to totally new- to-the- market products, since no prior data available.  Does not test channel member response to the new product, only the final consumer How Market ... little risk, and thus a costlier method is not defendable.  Where the item is new (say, a new material or a completely new product type) and key diagnostics are needed. For exa...

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... you know inertia has been overcome? A-T-A-R Goals: The New Product A-T-A-R Goals: The New Product Group’s Obligation Group’s Obligation  New product group must persuade itself and management ... high switching costs (slow deletion) Preannouncing Building hype for new products; useful if relative advantage is high Figure 17. 2 The Launch Cycle The Launch Cycle Expenditures Sales...

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... they develop their new catalogs. High-season switch Same as butt-on, but arranging the new item at the top of a season. Example: Polaroid used this strategy often, putting new replacement items ... e.g., platform strategy.  Temporary. Given firms’ tendency to develop streams of products, more and more new products are actually only temporary. Launch Launch Figure V.1 Scope of M...

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... Use Tests Figure 15.6 Type Products Instructions Monadic The new product alone. "Try this new toothbrush, and tell me how you like it." Paired comparison The new product and another one: ... During Development Development  Marketing is involved from the beginning of the new products process.  Advises the new product team on how the product development fits in with...

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... Sony Walkman from four platforms. Contributions of Design to the New Contributions of Design to the New Products Process Products Process Figure 13.1 Development Development Figure IV.1 Model ... performance attributes or features.  Examples: a crude, working prototype of an electric bicycle; a foam or wood bicycle to determine customers’ reactions to the proposed shape and form...

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