Chapter 11 Flashcards
new product strategy
a plan that links the new product development process with the objectives of the marketing department, the business unit, and the corporation
product development
a marketing strategy that entails the creation of marketable new products
brainstorming
the process of getting a group to think of unlimited ways to vary a product or solve a problem
screening
the first filter in the product development process, which eliminates ideas that are inconsistent with the organizations new product strategy or are obviously inappropriate for some other reason
concept test
a test to evaluate a new product idea, usually before any prototype has been created
business analysis
the second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated
development
the stage in the product development process in which a prototype is developed and a marketing strategy is outlined
simultaneous product development
a team oriented approach to new product development
test marketing
the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation
simulated (laboratory) market testing
the presentation of advertising and other promotional materials for several products, including a test product, to members of the products target market
commercialization
the decision to market a product
innovation
a product perceived as new by a potential adopter
diffusion
the process by which the adoption of an innovation spreads
product life cycle (PLC)
a concept that provides a way to trace the stages of a products acceptance, from its introduction (birth) to its decline (death)
product category
all brands that satisfy a particular type of need
