Роль маркетинговых исследований в разработке нового продукта
The role of marketing research in new product development
CONTENTS
Abstract
Key words
INTRODUCTION 3
CHAPTER 1. NEW PRODUCT AND THE ROLE OF MARKETING IN PLANNING 5
1.1 The Role of new product development……………………………………………… 5
1.2 Strategy of the company for the implementation of a new product ………………….7
1.3 the Place of marketing Department in creating new products ………………………10
CHAPTER 2. NEW PRODUCT DEVELOPMENT ……………………………………13
2.1 General understanding of marketing research new product …………………………13
2.2. The design of the product …………………………………………………………...19
2.2. The design of the product …………………………………………………………...19
2.3. Packaging design and trade marks………………………………………………….. 20
2.4. Ensuring product quality and competitiveness assessment …………………………22
2.5. Assessment of market adequacy of the product …………………………………….23
CHAPTER 3. STUDY OF FACTORS OF SUCCESS AND FAILURE OF A NEW PRODUCT ……………………………………………………………………………….27
3.1 Analysis of successes and failures when developing new products …………………27
3.2 success Factors of new products ……………………………………………………..29
CONCLUSION …………………………………………………………………………..33
References……………………………..…………………………………………………
Abstract
This topic is relevant for the domestic market of any country. The market is constantly changing needs of buyers and firms need to carefully track trends in demand and to take adequate measures to change of supply - improvement of old goods, taking into account the wishes of customers or the creation of radically new products that meet the previously non-existent need. All of these actions directly affect the achievement of the main goal of any company is profit, adaptation of a new product to market new product development.
The aim of this coursework is to identify and analyze the role of marketing research in planning new product
Key words : adaptation , marketing , new product , strategy , development , design , success factors
INTRODUCTION
Marketing is not just advertising and sales. Real marketing is not so much marketing, as the study of what to produce. In the ever-changing demands of customers, technologies and competitive environment the survival of the company depends on how successfully it develops and introduces to the market new products. The product became the main element of the society's activities since the age of division of labor. In order to make a profit to exist, any commercial enterprise has to produce its product or service, determine the price and to go with him to the market.
In the ever-changing demands of customers, technologies and competitive environment the survival of the company depends on how successfully it develops and introduces to the market new products. However, after the new product goes to market, it can not be left to himself. It is necessary to apply the correct marketing strategies as it passes through the stages of its life cycle: birth, growth, maturity, and gradual displacement of the market with products that better suit consumer needs. Company which calculates a long time to preserve their market and to be profitable, to constantly renew the offer. The update includes a variety of activities to develop new products improving existing products, creating new and expanding the range of brands or increasing their numbers.
This topic is relevant for the domestic market of any country. The market is constantly changing needs of buyers and firms need to carefully track trends in demand and to take adequate measures to change of supply - improvement of old goods, taking into account the wishes of
customers or the creation of radically new products that meet the previously non-existent need. All of these actions directly affect the achievement of the main goal of any company is profit.
The aim of the course is to identify and analyze the role of marketing research in planning new product.