MKTG3114 NEW PRODUCTS MANAGEMENT TEXTBOOK NOTES

Description

Some concepts in the textbook can be difficult to understand, for example, conjoint analyses and how they are performed. These notes breakdown what is written in the textbook and dissect what is written there to make course content a bit easier to understand. I wrote this because I struggled and this massively assisted in my preparation for the mid-semester and final exam. The content includes summaries of all relevant chapters of the textbook for the course. Chapter 2: New products process Chapter 3: opportunity identification and selection: strategic planning for new products Chapter 4: Creativity and the product concept Chapter 5: finding and solving customer’s problems Chapter 6: Analytical attribute approaches – introduction and perceptual mapping Chapter 7 - Analytical attribute approaches: Trade-off analysis and qualitative techniques Chapter 8 – The Concept Evaluation System Chapter 9 – Concept testing The importance of up-front evaluations Chapter 10 – The fullscreen Chapter 11 – Sales forecasting and financial analysis Chapter 12: Product Protocol Chapter 13: Design Chapter 15: Product use testing Chapter 16: Strategic launch planning Chapter 17 – Implementation of the strategic plan The Launch Cycle Chapter 18 – Market Testing Chapter 19 – Launch Management Chapter 20 – Public Policy Issues