Top 10 concepts in chapter 20 of Marketing Management 13th edition by Philip Kotler and Kevin Lane Keller

1. TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 8, 2011 http://louiemarkquizon.blogspot.com

5. Concept 1: Keep Developing New Products New-to-the-world http://louiemarkquizon.blogspot.com

6. New-to-the-world http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

7. New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

8. New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

9. http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

10. Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

11. Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

12. Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

13. Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

14. http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

15. Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

16. Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

17. Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

18. Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products

19. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste

20. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste

21. http://louiemarkquizon.blogspot.com Established product lines of Hapee Concept 1: Example: Hapee Toothpaste

22. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste

23. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste

24. http://louiemarkquizon.blogspot.com Additional to existing product lines Concept 1: Example: Hapee Toothpaste

25. http://louiemarkquizon.blogspot.com Additional to existing product lines Supplements a company’s existing product lines Concept 1: Example: Hapee Toothpaste

27. Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com

28. Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com

29. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com

30. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com

34. Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com

35. Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com

36. Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com

37. Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com

42. Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com

43. Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com

48. Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com

49. Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com

56. http://louiemarkquizon.blogspot.com Concept 4: Transform a Product to Satisfy New or Different Needs!

57. Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

58. Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

59. Gas Station Food Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

60. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

61. Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

62. Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

63. Cafeteria Internet Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

64. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

65. Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

66. Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

67. Cereal Snacking Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

68. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

69. Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

70. Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

71. Candy Toy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

72. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

73. Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

74. Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

75. Audio Portable Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com

76. Concept 4: Example: Shell and Shell Select Store http://louiemarkquizon.blogspot.com

77. Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store

78. Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store

79. Shell Gas Station Food http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store

80. Shell Gas Station with Select Store http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store

82. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com

83. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products

84. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products

85. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products Fragmented markets Smaller market segments = Lower Sales and Profits

86. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products Fragmented markets Smaller market segments = Lower Sales and Profits

87. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?

88. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept 5: How Can New Products Fail?

89. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept 5: How Can New Products Fail?

90. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs of development High R&D, manufacturing, and marketing costs Concept 5: How Can New Products Fail?

91. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs of development High R&D, manufacturing, and marketing costs Concept 5: How Can New Products Fail?

92. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?

93. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Products Fail?

94. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Products Fail?

95. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development time Compress development time Concept 5: How Can New Products Fail?

96. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development time Compress development time Concept 5: How Can New Products Fail?

97. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?

98. http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How Can New Products Fail?

99. http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How Can New Products Fail?

100. http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant

101. http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant

102. http://louiemarkquizon.blogspot.com Social and governmental constraints Concept 5: Example: Bataan Nuclear Power Plant

106. Concept 6: Where will we rollout? Before choosing rollout markets, first consider: http://louiemarkquizon.blogspot.com

107. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com

108. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com

114. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com

115. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6

116. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6

117. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6 Which cities? Must develop selection criteria

118. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6 Which cities? Must develop selection criteria

119. http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing

120. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Test Marketing

121. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Test Marketing

122. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer panels, buyer surveys, etc. Concept 7: Management Decisions for Test Marketing

123. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer panels, buyer surveys, etc. Concept 7: Management Decisions for Test Marketing

124. http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing

125. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Management Decisions for Test Marketing

126. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Management Decisions for Test Marketing

127. http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream

128. http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream

129. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Concept 7: Example: Agtalon Malunggay Ice Cream

130. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Concept 7: Example: Agtalon Malunggay Ice Cream

131. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Next test: Pilgrims at Manaoag Church Concept 7: Example: Agtalon Malunggay Ice Cream

133. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

134. Concept 8: How does a Consumer Adopt to a New Product and Service? http://louiemarkquizon.blogspot.com

135. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

136. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

137. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

138. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

139. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?

140. http://louiemarkquizon.blogspot.com Adoption – to become a regular user of the product/service Concept 8: How does a Consumer Adopt to a New Product and Service?

141. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal

142. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal

143. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal

144. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal

145. http://louiemarkquizon.blogspot.com Concept 8: Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…

146. http://louiemarkquizon.blogspot.com Concept 8: The low price and the unlimited rice intrigues him to seek more information…

147. http://louiemarkquizon.blogspot.com Concept 8: He contemplates on whether he will try the product…

148. http://louiemarkquizon.blogspot.com Concept 8: He tries the product to feed his curiousness…

149. http://louiemarkquizon.blogspot.com Concept 8: Juan likes Mang Inasal very much! He then decides to go there every Friday.

151. Concept 9: How Adopters are Categorized http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Reference: Philip Kotler’s, Marketing Management, 13 th Edition

152. Concept 9: Innovators are technology enthusiasts http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition

153. Concept 9: Early adopters are opinion leaders http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition

154. Concept 9: Early majority are deliberate pragmatists http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition

155. Concept 9: Late majority are skeptical conservatives http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition

156. Concept 9: Laggards are tradition bound and resists innovation http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition

158. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com

159. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com

160. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = known trendsetter

161. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = known trendsetter Ad uses Kris to influence adopters

163. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com

164. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea

165. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea

166. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea Compatibility Harmony between innovation and values/norms of adopters

167. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea Compatibility Harmony between innovation and values/norms of adopters

168. http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?

169. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Features that Distinguishes an Innovation?

170. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Features that Distinguishes an Innovation?

171. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited basis? Concept 10: What are the Features that Distinguishes an Innovation?

172. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited basis? Concept 10: What are the Features that Distinguishes an Innovation?

173. http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?

174. http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Features that Distinguishes an Innovation?

175. http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Features that Distinguishes an Innovation?

176. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light

177. http://louiemarkquizon.blogspot.com Relative Advantage Concept 10: Example: San Miguel Beer Light

178. http://louiemarkquizon.blogspot.com Relative Advantage VS Concept 10: Example: San Miguel Beer Light

181. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light

182. http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light

183. http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light

184. http://louiemarkquizon.blogspot.com Compatibility Product well adopted by young professionals Concept 10: Example: San Miguel Beer Light

185. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light

186. http://louiemarkquizon.blogspot.com Complexity Low Concept 10: Example: San Miguel Beer Light

187. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light

188. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light

189. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel Beer Light

190. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel Beer Light

195. TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 1, 2011 http://louiemarkquizon.blogspot.com