1. Because of expenses, the new product development stages for convenience goods
should be reduced to idea generation, screening, and then, product development and commercialization (national roll-out). The savings (from streamlining the development process) will be used in an exorbitant, initial pull promotion campaign. After that, coupons will be offered every third week. With the pull strategy and couponing, the consumer will view the brand and product category as synonymous. Do you agree or disagree with this strategy? Why or why not?
2. “Marketing research is vital for the evaluation of a sound marketing strategy.”
Explain this statement. Also discuss its objectives, various stages involved in the marketing research process and how is it different from Marketing Information system