Product Planning Essentials

Online-Ressource (280 p)

Description based upon print version of record

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

11. Life Cycle Management

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