Discussion

What would you do if you were a marketing manager looking at test market results that were 

inconclusive about your new product's chances for success--should you kill the idea or go forward to 

commercialization? (Assume there are no more funds for research.) Why? How could being wrong 

impact your career?

 Into what category of new product would you have placed Razor Scooters (the foot powered ones, not 

the later ones with a motor) when they were first introduced? Why?

 Consider the relationship between product characteristics and the rate of new product adoption (pages

337-338). How can you apply these characteristics to the marketing of new automobiles that do not 

burn gasoline or diesel fuel for power? Do you foresee any difficulties in marketing these cars? Why?

 Did anything you learned in this chapter surprise you? How? Why?