MT1 - Chapter 9 Vocab Flashcards

1
Q

2 major challenges of product life cycle

A

new product development

product life cycle strategies

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2
Q

acquisition

A

buying a whole company, patent or license to produce someone else’s product

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3
Q

new product development

A

development of original products, product improvements, product modifications, and new brands through the firm’s own product development efforts

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4
Q

8 steps of new product development process

A
idea generation
idea screening
concept development and testing
marketing strategy development
business analysis
product development
test marketing
commercialization
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5
Q

idea generation

A

systematic search for new product ideas

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6
Q

major sources of idea generation (4)

A

internal sources (R&D)
customers
competitors
suppliers and distributors

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7
Q

intrapreneurship

A

encourage employees to develop new product ideas

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8
Q

crowdsourcing

A

inviting broad communities of people (customers, employees, independent scientists and researchers, and even the public at large) into the new product innovation process

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9
Q

idea screening

A

screening new product ideas to spot good ideas and drop poor ones as soon as possible

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10
Q

RWW idea screening approach

A

is it real? (need, product concept)
can we win? (sustainable competitive advantage, resources)
is it worth doing? (company fit, profit potential)

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11
Q

product concept

A

detailed version of the new product idea stated in meaningful consumer terms

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12
Q

product idea

A

idea for a possible product that the company can see itself offering to the market

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13
Q

product image

A

way consumers perceive an actual or potential product

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14
Q

concept testing

A

testing new product concepts with a group of target consumers to find out if the concepts have a strong consumer appeal

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15
Q

marketing strategy development

A

designing an initial marketing strategy for a new product based on the product concept

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16
Q

marketing strategy statement

A

describes the target market, planned value proposition; sales, market share and profit goals for first few years
outlines product’s planned price, distribution, marketing budget
describes planned long run sales, profit goals, marketing mix strategy

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17
Q

business analysis

A

review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives

18
Q

product development

A

developing the product concept into a physical product to ensure that the product can be turned into a workable market offering

19
Q

test marketing

A

stage of new product development in which the product and its proposed marketing program are tested in realistic market settings

20
Q

controlled test markets

A

new products and tactics are tested among controlled panels of shoppers and stores

21
Q

simulated test markets

A

researchers measure consumer responses to new products and marketing tactics in laboratory stores or simulated online marketing environments

22
Q

commercialization

A

introducing a new product into the market

company must decide on timing and where to launch

23
Q

customer centered new product development

A

new product development that focuses on finding new ways to solve customer problems and create more customer satisfying experiences

24
Q

successful new product development should be (3 parts)

A

customer centered
team based
systematic effort

25
sequential product development approach
one company department works individually to complete its stage of the process before passing the new product along to the next department and stage
26
team based new product development
new product development in which various company departments work closely together, overlapping the steps in the product development process in order to save time and increase effectiveness
27
innovation management system
collects, reviews, evaluates, and manages new product ideas yields larger number of ideas helps create innovation oriented company culture
28
product life cycle PLC
course of a product's sales and profits over its lifetime
29
steps of PLC (5)
``` product development introduction growth maturity decline ```
30
fashion
currently accepted or popular style in a given field
31
fads
temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity
32
style
basic and distinctive mode of expression
33
introduction stage
PLC stage in which a new product is first distributed and made available for purchase
34
growth stage
PLC stage in which a product's sales start climbing quickly
35
maturity stage
PLC stage in which a product's sales growth slows or levels off
36
modifying the market
(PLC maturity) company tries to increase consumption by finding new users and new market segments for its brands
37
modifying the product
(PLC maturity) changing characteristics such as quality, features, style, packaging, or tech platforms to retain current users or attract new ones
38
modifying the marketing mix
(PLC maturity) improving sales by changing one or more of the marketing mix elements
39
decline stage
PLC stage in which a product's sales fade away | management may decide to maintain, harvest, or drop product
40
product steward
protect consumers from harm and the company from liability by proactively ferreting out potential product problems