Discuss the potential role of the Internet in the new-product-planning process. Which stages of the process may benefit most from Internet initiatives?
Answer to relevant QuestionsIn many consumer products companies, marketing executives seem to play the lead role in new-product planning, whereas research and development executives occupy this position in firms with very complex products such as ...Compare and contrast the use of scanner tests and conventional market tests. Go to www.e4m.biz, operated by the U.K.’s Marketing Council. Register at the site and choose the Business-to-Consumer area, and the Brand Consistency option under Strategy Area. Review several of the short cases describing ...Suppose that a top administrator of a university wants to establish a product-management function covering both new and existing services. Develop a plan for establishing a product-planning program. In the late 1990s several airlines started selling tickets using the Internet. Discuss the implications of this method of distribution for travel agencies.
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