4. 개발 프로세스 관리하기: 아이디어(Managing the Development Process: Ideas)​4-1. Generating Ideas​■ The demand landscape■ The opportunity space​​■ The strategic blueprint​1) INTERACTING WITH OTHERS​2) INTERACTING WITH EMPLOYEES​3) STUDYING COMPETITORS​4) ADOPTING CREATIVITY TECHNIQUES​[정리] 창의성을 높이는 기법■ Attribute listing​​■ Forced relationships​■ Morphological analysis​■ Reverse assumption analysis​■ New contexts​■ Mind mapping​​4-2. Using Idea Screening

3. 신제품 개발조직 꾸리기(Organizational Arrangements)​​3-1. Budgeting for New-Product Development​3-2. Organizing New-Product Development​1) CROSS-FUNCTIONAL TEAMS​2) STAGE-GATE SYSTEMS

2. 신제품 개발의 도전(Challenges in New-Product Development)2-1. The Innovation Imperative2-2. New-Product Success2-3. New-Product Failure[정리] 신제품 실패의 주요 원인■ ignored or misinterpreted market research■ overestimates of market size■ high development costs■ poor design or ineffectual performance ■ incorrect positioning, advertising, or price■ insufficient distribution support■ competitors who fight back hard■ inadequate ROI or payback​[정리] 신제품 실패의 추가적인 원인■ Shortage of important ideas in certain areas■ Fragmented markets■ Social, economic, and governmenta.......

Chapter 20. Introducing New Market Offerings1. 신제품 옵션(New-Product Options)​1-1. Make or Buy1-2. Types of New Products​(계속 업데이트 됩니다)​

5. 인적판매의 원리(Principles of Personal Selling)​[정리] SPIN 방법론■ Situation questions■ Problem questions■ Implication questions■ Need-payoff questions5-1. The Six Steps1) PROSPECTING AND QUALIFYING2) PREAPPROACH3) PRESENTATION AND DEMONSTRATION4) OVERCOMING OBJECTIONS5) CLOSING6) FOLLOW-UP AND MAINTENANCE​​5-2. Relationship Marketing

5. 영업조직 관리하기(Managing the Sales Force)5-1. Recruiting and Selecting Representatives5-2. Training and Supervising Sales Representatives5-3. Sales Rep Productivity1) NORMS FOR PROSPECT CALLS2) USING SALES TIME EFFICIENTLY3) SALES TECHNOLOGY5-4. Motivating Sales Representatives1) INTRINSIC VERSUS EXTRINSIC REWARDS2) SALES QUOTAS5-5. Evaluating Sales Representatives1) SOURCES OF INFORMATION2) FORMAL EVALUATION

4.영업조직 설계하기(Designing the Sales Force)[정리] 영업사원(sales representative)의 6가지 포지션■ Deliverer■ Order taker■ Missionary■ Technician■ Demand creator■ Solution vendor4-1. Sales Force Objectives and Strategy[정리] 영업사원(salespeople)의 임무■ Prospecting​■ Targeting​■ Communicating​■ Selling​■ Servicing​■ Information gathering​■ Allocating​4-2. Sales Force Structure​4-3. Sales Force Size​4-4. Sales Force Compensation

3. 입소문(Word of Mouth)3-1. Social Media1) ONLINE COMMUNITIES AND FORUMS2) BLOGS3) USING SOCIAL MEDIA​3-2. Buzz and Viral Marketing​3-3. Opinion Leaders​3-4. Measuring the Effects of Word of Mouth