Concept Generation and Evaluation : A Synopsis

Concept Generation and Evaluation : A Synopsis

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.