In 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 electronics. Why do these differences exist? Do you agree that such differences should occur?
Answer to relevant QuestionsDiscuss the features and limitations of focus group interviews for use in new-product planning. Is the use of a single city test market appropriate? Discuss. Visit the Yahoo Inc. website. Describe Yahoo’s brand portfolio. Many products like Jell-O reach maturity. Discuss several ways to give mature products new vigor. How can management determine whether it is worthwhile to attempt to salvage products that are performing poorly? Suppose management of a raw material supplier is interested in performing a financial analysis of a distribution channel comprised of manufacturers, distributors, and retailers. Outline an approach for doing the analysis.
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