销售--如何管理有利润的客户关系(ppt 21页)（英文版）
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销售--如何管理有利润的客户关系内容提要:
Objectives
Understand how companies find and develop new-product ideas.
Learn the steps in the new-product development process.
Know the stages of the product life cycle.
Understand how marketing strategies change during the product’s life cycle.
Case Study
$50 billion in profits over 27 years
Early new-product development relied heavily on copying the competition
$4.2 billion annually invested in R & D
Innovation is critical to Microsoft’s future success
Much of R & D efforts are Internet related
Many new products and services are in development
Definition
New Product Development
Development of original products, product improvements, product modifications, and new brands through the firm’s own R & D efforts.
New Product Development Strategy
New products can be obtained via acquisition or development.
New products suffer from high failure rates.
Several reasons account for failure.
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