MKTG 450 Chapter Notes - Chapter 5: Signal Strength In Telecommunications, Brainstorming, Customer Service
Document Summary
Represents ideation activities that a team or company undertakes to amass a valid set of product concepts. You want to remain flexible and not waste a lot of money. Not necessarily tangible, you just need something on paper that explains you idea. Outcome should be a product statement and nothing more. A verbal or pictorial version of a proposed new product, consisting of: One or more benefits it will yield. Whatever that benefits it intends to, it needs to match up to the concept/opportunity. Always written but can be verbal or pictures ( sometimes) Focuses on understanding current and future needs of the marketplace. Key is to find solution that can be commercialized. Experts are those who heavily use the product. You just go to whatever the future scenario. You make a huge leap to future and then you"re required to chart your way back to the present. Set of techniques that examine product attributes to generate new concepts.
