Marketing Management Kolter Ch 20

Front 1

organic growth

Back 1

the development of new products from within

Front 2

the innovation imperative

Back 2

in an economy of rapid change innovation is a necessity

Front 3

incremental innovation

Back 3

entering new markets by tweaking products for new customers, using variations to stay one step ahead of the market

Front 4

drwabacks of new products

Back 4

shortage of important ideas in certain areas, fragmented markets, social economic and governmental constraints, cost of development, capital shortages, shorter required development time, poor launch timing, shorter product life-cycles, organizational support

Front 5

customer driven engineering

Back 5

incorporating customer prefrences in the final design

Front 6

the demand landscape

Back 6

use observational, anthropological, and ethnographic methods for self reports to map customer needs

Front 7

the opportunity space

Back 7

use conceptual lens and structured innovative-thinking tools to achieve market perspectives from different angles

Front 8

the strategic blueprint

Back 8

think about how the new product can fit into customers lives and how it can be distinguished from competitors

Front 9

open innovation

Back 9

an external method of collecting ideas for innovation

Front 10

crowdsourcing

Back 10

using the internet to gather large amounts of people to help innovate

Front 11

employee idea generation

Back 11

gathering ideas from employees

Front 12

competitors

Back 12

studying competitors features and innovating ones own

Front 13

attribute listing

Back 13

list attributes and discribe how to make them better

Front 14

forced relationships

Back 14

list several ideas and consider their relationship to eachother

Front 15

morphological analysis

Back 15

start with a problem and list every possible combination of solution

Front 16

reverse assumption analysis

Back 16

lise all normal assumptions with an entity and then reverse them

Front 17

new contexts

Back 17

take familiar processes and put them into new contexts.

Front 18

mind mapping

Back 18

start with a thought list associations with that thought, associations with the next thought etc.

Front 19

concept testing

Back 19

communicability and believability, need level, gap level, perceived value, purchase intention, user targets, purchase occasion, purchasing frequency

Front 20

conjoint analysis

Back 20

a method for deriving the utility values that customers attach to varying levels of product attributes

Front 21

stages of adoption process

Back 21

awareness
intrest
evaluation
trial
adoption

Front 22

innovation

Back 22

any good, service, or idea that someone perceives as new no matter how long its history

Front 23

innovation diffusion process

Back 23

the spread of a new idea from its source of invention to its ultimate users

Front 24

5 adopter groups

Back 24

1. innovators
2. early adopters
3. early majority
4. late majority
5. laggards

Front 25

Moore's chasm

Back 25

chasm between early adopters and early majority