... their products in
Germany and Scandinavia, because of the strict
greenness tests there.
CHAPTER 20
CHAPTER 20
PUBLIC POLICY ISSUES
PUBLIC POLICY ISSUES
McGraw-Hill/Irwin
Copyright 200 6 The ... reputation
Monitor recall effectiveness
Public Policy Problems and the New
Public Policy Problems and the New
Products Process
Products Process
Figure 20. 6...
... Building Launch
Decision Model for Building Launch
Control Plan
Control Plan
Figure 19. 3
CHAPTER 19
CHAPTER 19
LAUNCH MANAGEMENT
LAUNCH MANAGEMENT
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill ... Innovation Management, Vol. 17, No. 1, January 2000, pp. 4 1-5 6.
Figure 19. 8
A Sample Launch Management Plan
A Sample Launch Management Plan
Potential Pro...
... CHAPTER 18
CHAPTER 18
MARKET TESTING
MARKET TESTING
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
Controlled Sale by Minimarkets
Controlled ... so.
What Is Market Testing?
What Is Market Testing?
Market testing is not test marketing!
Test marketing is one of many forms of market
testing others include simulated tes...
... overcome?
A-T-A-R Goals: The New Product
A-T-A-R Goals: The New Product
Group’s Obligation
Group’s Obligation
New product group must persuade itself
and management that the plan can
achieve the ... distributor’s attitude toward
the line.
Figure 17. 3
Typical Examples of Copy Points
Typical Examples of Copy Points
The provider of this insurance policy is...
... competitor)
Image (create a new image, tweak an existing
image, use the already-existing image)
PART FIVE
PART FIVE
LAUNCH
LAUNCH
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. ... (no features, functions,
benefits).
CHAPTER 16
CHAPTER 16
STRATEGIC LAUNCH PLANNING
STRATEGIC LAUNCH PLANNING
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Compa...
... CHAPTER 15
CHAPTER 15
PRODUCT USE TESTING
PRODUCT USE TESTING
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
Gamma Testing
Gamma Testing
Beta testing ... evaluated.
What is Product Use Testing?
What is Product Use Testing?
Product use under normal operating
conditions.
Some terms:
Alpha testing: don...
... Product Design Process
Figure 13. 6
CHAPTER 13
CHAPTER 13
DESIGN
DESIGN
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
What Is Design?
What Is Design?
Has ... an Industrial
Design
Design
Figure 13. 5
Computer-Aided Design (CAD)
Computer-Aided Design (CAD)
Greatly accelerates the design step and allows
assessment of mult...
... use
Productivity
CHAPTER 12
CHAPTER 12
PRODUCT PROTOCOL
PRODUCT PROTOCOL
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
Narrow Version of Protocol: End-User ... maneuver.
Clog-free vacuuming.
Tubes go together and stay together.
Contents of a Product Protocol
Contents of a Product Protocol
Target market
Product po...
... risk
Show stoppers (“killer” variables)
Figure 10. 7
CHAPTER 10
CHAPTER 10
THE FULL SCREEN
THE FULL SCREEN
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
... to the Full Screen
Alternatives to the Full Screen
Profile Sheet
Empirical Model
Expert Systems
Analytic Hierarchy Process
Criteria Based on the Ne...
... it
Figure 9. 1
CHAPTER 9
CHAPTER 9
CONCEPT TESTING
CONCEPT TESTING
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
Concept Testing Cautions and
Concept Testing ... certain competitors, etc.
Mail Concept Test Sketch
Mail Concept Test Sketch
Figure 9. 2
Purposes of Concept Testing
Purposes of Concept Testing
To i...
... EVALUATION
CONCEPT/ PROJECT EVALUATION
McGraw-Hill/Irwin
Copyright â2006 The McGraw-Hill Companies, Inc. All right reserved.
CHAPTER 8
CHAPTER 8
THE CONCEPT EVALUATION SYSTEM
THE CONCEPT EVALUATION SYSTEM
McGraw-Hill/Irwin
Copyright ... Unit = Revenue per unit - cost per unit
Figure 8. 5
The Evaluation System
The Evaluation System
Figure 8. 1
G...