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Product Market Evolution: Strategy and Planning. New Product Development: Innovation and New Product Development (NPD), Theories of NPD, Models of NPD, Generic Product Development Process. New Product Introduction,Growth Strategies Intensive, Interactive, Diversification Strategies. Product Portfolio Analysis BCG, GE, Ad Little. Shell International, Risk-return Analysis.
Unit–III
Product Modification and New Product Introduction: Idea Generating Device. Role of R & D. Product Maps, Market Maps and Joint Space Maps. Idea-Screening. Product Concept Generation, Concept Selection, and Concept Testing, Product Architecture, Design for Manufacturing, Prototype Product.
Unit–IV
Market Segmentation: Market Structure Analysis. Preference Segmentation. Perceptual Mapping, Preference – Choice Models, Wind Robertson Market Model, BRANDAID Model and Defender Model, DESIGNR, and PREFMAPS – Flow Charts and Concepts. Business Analysis-Cost Behavior-Learning Curve Analysis. Innovation Diffusion and Adoption Process- Demand Analysis–First Purchase and Repeat Purchase, Trial and Repeat Models.
Unit–V
Product Development and Testing: Product Launching, Six Guiding Principles of Product Launching, Pre-testing, Test Marketing, Marketing Mix Allocations. Planning Annual Budget and Strategy. PLANOPT Model & MARMIX Model. Organization for Product Management.
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