Concept Generation and Evaluation : A Synopsis

• 영문명: Concept Generation and Evaluation : A Synopsis
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 안광호(Kwang-Ho Ahn)
• 간행물 정보: 『경상논집』연구논문집 제6집, 319~341쪽, 전체 23쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1992.08.01

영문 초록

The marketing concept has been the well accepted philosophy of marketing management. The implementation of the marketing concept demands the firm an improved ability to identify the wants and desires of well-defined target markets and an understanding of how consumers translate them into purchase behavior. Such understanding must be based on explicit customer inputs. The marketing planner should used those customer inputs at the earlist stages in the marketing strategy formulation. This paper focuses on product concept evaluation and generation. They are closely interrelated in that the process of understanding customer evaluative criteria for alternatives favorable evaluated by those criteria. This paper considers and critique analytical approaches to the related problems of product concept evaluation and generation.

목차

Ⅰ. Introduction

Ⅱ. Traditional Approach

Ⅲ. EARLY MULTI-ATTRIBUTE APPROACHES(Aggregate Responses Approaches)

Ⅳ. CUSTOMER DECISION MODEL APPROACHES

Ⅴ. TRADITIONAL METHODS/REVISTED

Ⅵ. DISCUSSION OF ADVANTAGES/DISADVANTAGES

Ⅶ. CONCLUSION

BIBLIOGRAPHY

Abstract