市场营销专业英语翻译

Idea Screening

The primary function of the ideas screening process is twofold:first,to eliminate ideas of new products that could not be profitably marketed by the firm,and second,to expand viable ideas into full product concepts.New product ideas may be eliminated either because they are outside the fields of the firm’s interest or because the firm does not have the necessary resources or technology to produce the product at a profit.Generally speaking,the organization has to consider three categories of risk(and its associated risk tolerance)in the idea screening phase prior to reaching a decision: 1.Strategic risk.Strategic risk involves the risk of not matching the role or purpose of a new product with a specific strategic need or issue of the organization.If an organization feels it necessary to develop certain types of radical innovations or products new to the company in order to carry out long-term strategies,then management must be willing to dedicate necessary resources and time to pursue these type projects.

2.Market risk.Market risk is the risk that a new product won’t meet a market need in a value-added,differentiated way.As products are being developed,customer requirements change and new technologies evolve.Management must be willing and able to shift its new product efforts to keep pace with change.

3.Internal risk.Internal risk is the risk that a new product won't be developed within the desired time and budget. Up front,management must decide the level of commitment it will extend in terms of time and budgetary expenditures to adequately ensure the completion of specific projects. Concurrently,progress goals must be established so that "proceed" or "do not proceed" decisions can be reached regarding continuation of projects.

In evaluating these risks,firms should not act hastily in discounting new product ideas solely because of a lack of resources or expertise.Instead,firms should consider forming joint or strategic alliances with other firms.A strategic alliance is a long-term partnership between two organizations designed to accomplish the strategic goals of both parties. Potential benefits to be gained from alliances include (1) increased access to technology,funding,and information;(2)market expansion and greater penetration of current markets;and(3)de-escalated competitive rivalries.Motorola is a company that has prospered by forming numerous joint ventures with both American and foreign companies.

Ideas that appear to have adequate profit and offer the firm a competitive advantage in the market should be accepted for further study.