Is the use of a single city test market appropriate? Discuss.
Answer to relevant QuestionsExamine the new-product-planning process assuming a platform strategy is being used by the organization (see Exhibit 8.10). How does the use of a platform strategy alter the planning process? 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 ...To what extent are the SBU strategy and product strategy interrelated? A. Examine the websites of Aveda (www.aveda.com) and The Body Shop (www.bodyshop.com). Compare and contrast the distribution networks of these two retailers. Discuss some likely trends in the distribution of automobiles in the 21st century, including the shift away from exclusive distribution arrangements.
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