Product Planning Essentials

ISBN-10: 076562608X
ISBN-13: 9780765626080
Edition: 2nd 2011 (Revised)
Authors: Kenneth B. Kahn
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Book details

List price: $59.95
Edition: 2nd
Copyright year: 2011
Publisher: Routledge
Publication date: 10/31/2014
Binding: Paperback
Pages: 320
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 1.100
Language: English

Preface
Introduction to Product Planning
Product Planning Defined
Product Planning Roles
Product, Service, or Both
What Is a Product?
Defining Product by the Nature of Innovation
Defining Product by the Nature of Market Demand
Defining Product by the Company's Internal Perspective
Defining what Is Meant by �New Product�
The Growing Emphasis on Product Planning
So Why Is Product Planning Difficult?
Strategy and Process
The Strategic Planning Process
New Product Strategy
The Product Development Process
Implementing a Product Development Process
Evaluating the Product Development Process
Initiatives to Reduce Cost or Time
Organizing People
Department Responsibilities
Interdepartmental Integration
Organization Structure
Team Types
Distinguishing the Core Team, Ad Hoc Team, and Extended Team
Team Roles
Factors for Team Effectiveness
Opportunity Identification
Sources of Opportunity
Segmentation of the Market and Technology
Market Segmentation
Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses
Technology Segmentation
The Product Innovation Charter
Screening the PIC
Sample Market-Related Criteria
Sample Technology-Related Criteria
Concept Generation
The Product Concept Statement
Concept Generation Techniques
Needs Assessment
Scenario Analysis
Group Creativity
Attribute Analysis
Relationship Analysis
Lateral Search
Creativity
Concept Evaluation
Product Development Charter Review
Concept Testing
Scoring Models
Snake Plots
Financial Analysis
ATAR Model
Applying the ATAR Model to Other Business Contexts
Expected Commercial Value Approach
Summary
Technical Development
The Product Protocol
Themes Underlying �Design for Excellence� Engineering
Key Techniques to Aid Technical Development: Quality Function Deployment
The Theory of Innovative Problem-Solving
The Kano Model
Quantifying the Kano Model
Product Use Testing
Structuring a Product Use Test
Design
The Meaning of Design
Product Design Situations
Design Disciplines
Industrial Design
Graphic Design
Interior Design
Market Planning
The Situation Analysis
Industry Analysis
Competitor Analysis
Company Analysis
Customer Analysis
Sales Analysis
Marketing Objectives
Marketing Mix Activities
Key Product Issues
Key Distribution Issues
Key Promotion Issues
Key Pricing Issues
Estimating the Marketing Strategy Budget
Marketing Strategy Control
Entrepreneurship Thinking and Business Plan Development
Commercialization and Launch
Market Testing
Pseudo-Sale
Controlled Sale
Full-Scale
Understanding the Launch Phenomenon
The Launch Cycle
Prelaunch Preparation: Launch Control Protocol
Plotting the Launch Process
New Product Forecasting
New Product Forecasting Techniques
New Product Forecasting Accuracy
The New Product Forecasting Process
Life Cycle Management
The Product Life Cycle
Strategic Considerations During the Maturity Stage
Product Families, Product Platforms, and the Product Mix Map
Brand Management
A Brand Equity Framework
A Brand Decision Framework
The Brand-Switching Matrix
Global Issues in Product Planning
Overview of Global Considerations
Understanding Global Culture and Language
Global Product Development Teams
Sustainable Product Development
Base of the Pyramid Product Development
Legal and Public Policy Considerations for Product Planning
Intellectual Property
Patent
Trade Secret
Trademark Protection
Copyright Protection
Product Liability
Business Entity Formation
Public Policy Issues
Environmental Concerns
Product Performance and Customer Service
Morality
Managing Public Policy Issues
Product Planning Best Practices
In Search of Product Development Best Practices
APQC Benchmarking of Product Development Practices
PDMA Research on Product Development Practices: The Comparative Performance Assessment Study (CPAS) or PDMA Best Practices Study
PDMA's Outstanding Corporate Innovator Award
The Kahn, Barczak, Moss Best Practices Framework
The Continued Search for Product Development Best Practices
Index
About the Author

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