Should marketing managers, or business managers in general, refrain from producing profitable products that some target customers want but that may not be in their long-run best interest? Should firms be expected to produce good but less profitable products? What if such products break even? What if they are unprofitable but the company makes other profitable productsso on balance it
Chapter 20, Exerise Questions #11
Should marketing managers, or business managers in general, refrain from producing profitable products that some target customers want but that may not be in their long-run best interest? Should firms be expected to produce “good” but less profitable products? What if such products break even? What if they are unprofitable but the company makes other profitable products—so on balance it still makes some profit? What criteria are you using for each of your answers?
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Most students have some feelings on the matter, but relatively little "fiscal sense" about the impac…View the full answer
Related Book For 
Basic Marketing A Marketing Strategy Planning Approach
19th edition
Authors: William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy
ISBN: 978-0078028984