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Product Planning Essentials.
Both concise and comprehensive, this engaging text addresses the complex, interdisciplinary nature of.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2014.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title ; Title Page; Copyright Page; Table of Contents; Preface; 1. Introduction to Product Planning; Product Planning Defined; Product Planning Roles; Product, Service, or Both; What Is a Product?; Defining Product by the Nature of Innovation; Defining Product by the Nature of Market Demand; Defining Product by the Company's Internal Perspective; Defining What Is Meant by "New Product"; The Growing Emphasis on Product Planning; So Why Is Product Planning Difficult?; 2. Strategy and Process; The Strategic Planning Process; New Product Strategy; The Product Development Process.
- Implementing a Product Development ProcessEvaluating the Product Development Process; Initiatives to Reduce Cost or Time; 3. Organizing People; Department Responsibilities; Interdepartmental Integration; Organization Structure; Team Types; Team Roles; Distinguishing the Core Team, Ad Hoc Team, and Extended Team; Factors for Team Effectiveness; 4. Opportunity Identification; Sources of Opportunity; Segmentation of the Market and Technology; Market Segmentation; Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses; Technology Segmentation.
- The Product Innovation CharterScreening the PIC; Sample Market-Related Criteria; Sample Technology-Related Criteria; 5. Concept Generation; The Product Concept Statement; Concept Generation Techniques; Needs Assessment; Scenario Analysis; Group Creativity; Attribute Analysis; Relationship Analysis; Lateral Search; Creativity; 6. Concept Evaluation; Product Development Charter Review; Concept Testing; Scoring Models; Snake Plots; Financial Analysis; ATAR Model; Applying the ATAR Model to Other Business Contexts; Expected Commercial Value Approach; Summary; 7. Technical Development.
- The Product ProtocolThemes Underlying "Design for Excellence" Engineering; Key Techniques to Aid Technical Development: Quality Function Deployment; The Theory of Innovative Problem-Solving; The Kano Model; Quantifying the Kano Model; Product Use Testing; Structuring a Product Use Test; 8. Design; The Meaning of Design; Product Design Situations; Design Disciplines; Industrial Design; Graphic Design; Interior Design; 9. Market Planning; The Situation Analysis; Industry Analysis; Competitor Analysis; Company Analysis; Customer Analysis; Sales Analysis; Marketing Objectives.
- Marketing Mix ActivitiesKey Product Issues; Key Distribution Issues; Key Promotion Issues; Key Pricing Issues; Estimating the Marketing Strategy Budget; Marketing Strategy Control; Entrepreneurship Thinking and Business Plan Development; 10. Commercialization and Launch; Market Testing; Pseudo-Sale; Controlled Sale; Full-Scale; Understanding the Launch Phenomenon; The Launch Cycle; Prelaunch Preparation: Launch Control Protocol; Plotting the Launch Process; New Product Forecasting; New Product Forecasting Techniques; New Product Forecasting Accuracy; The New Product Forecasting Process.