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2.3: NEW PRODUCT DEVELOPMENT PROCESS



                                                  IDEA GENERATION :

                                                      Search for new-product ideas that can full fill

                                                      needs and want of the customer
                                                      Has to generate many ideas to find a few good

                                                      ones.
                                                      New-product ideas can come from interacting

                                                      with various groups & from using creativity-
                                                      generating techniques

                                                      Sources: inside & outside (customers, scientists,

                                                      competitors, employees, channel members & top
                                                      management)






                                                   IDEA SCREENING:

                                                        The purpose of screening is to drop poor ideas
                                                        as early as possible

                                                        Proceed with product ideas that will turn into
                                                        profitable products.

                                                        The company must avoid 2 types of errors :

                                                        DROP-error: the company drop a good idea
                                                        GO-error: the company choose a poor idea







                                                     CONCEPT DEVELOPMENT &TESTING:

                                                          Attractive ideas must be refined into testable
                                                          product concepts.

                                                          Product concept: An elaborated version of the
                                                          idea

                                                          Concept testing: Involves presenting the
                                                          product concept to target consumers and

                                                          getting their reactions

                                                          Concept testing entails presenting consumers
                                                          with an elaborated version of the concept
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