Principles and Practice of Marketing

David Jobber

Chapter 9
Developing New Products
 Creating and nurturing an
innovative culture
Reward Tolerate
success failure
heavily

Clear messages Give time off

about the role or ‘turn a blind eye’
and importance Innovative to people working
of innovation culture on pet projects

Back words
with resources Be accessible
Resist automatic
nay-saying

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2

 The eight-stage new product
development process
New product strategy

Idea generation

Screening

Concept testing

Business analysis

Product development

Market testing

Commercialization

New products
D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3
 Percentage adopting Diffusion of an innovation

2.5% 13.5% 34% 34% 16%

Innovators Early Early Late Laggards
adopters majority majority

Time
D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4
 Product replacement strategies
Product

No change Modified Technology change

Inconspicuous
No change No change Facelift technological
substitution
Marketing

Conspicuous
Re-mix Re-merchandising Relaunch technological
substitution

New/market Intangible Tangible

Neo-innovation
segment positioning positioning

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 5