Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Problem Recognition Recognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

Macroenvironmental forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter countertrade Move towards market economies Global lifestyles C2000 Prentice Hall

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization