Question

Some new products experts maintain that getting close to customers through intensive research is the only...

Some new products experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other experts disagree and maintain that customers can’t possibly provide useful feedback on what they don’t know and can’t provide insights that will lead to breakthrough products. 1. To address this debate, identify and explain a few advantages and disadvantages to each of the two positions. 2. Identify and discuss variables that might make one position or the other more attractive. Variables might include items such as industry type, product life cycle, product adoption rates, etc. 3. Now identify a company that you work for or are interested in. Articulate your recommendations regarding the role that research would have for new product development in this company. If you feel that customer research is not appropriate for this company, identify the research processes that you would use. If you feel that customer research is appropriate for this company, identify the research processes that you would use.

Homework Answers

Answer #1

1.

The first position has a lot of advantages because to face a customer requires a lot of research works to make them convinced to buy a new product. The disadvantage is that if the customers are not a targeted or potential customer it can go wrong to explain the new products.
The second position has an advantage if the customers seem to have less idea on the new product but still interested to buy it from the market. It can create a special impact to educate the customer to convince him/her to buy the product. The disadvantages are the lack of valid information if the sales representatives are unaware of all the new product factors, it may lead to loss of the customers as they will not feel comfortable to buy the product.


2.

The first position is more attractive than the other. Especially for the retail industry type gathering of knowledge of the product is the important factor to educate the customers. To maintain a product lifecycle the first position is, of course, a mandatory aspect to monitoring each stage of marketing to enhance the sales process. The research will highlight the product adoption rate with the use of new technology, and to adopt any new innovative methods, it requires gathering sufficient knowledge with respect to the latest upcoming technologies that will suit the customer’s requirements. This requires an extended research which fits the first position static towards the growing needs of the organization.


3.
The company name is AMAZON.
The recommendation is to identify the targeted audience for the new development of the products in the company. Before launching any product in the market it requires obtaining the acceptance of the product in the market. Some channels effective for marketing are required to be initiated so to know the demand for the new products in the market and then it is required to position in the market as per the population demands.

The customer research is appropriate. The research process begins with the channel marketing through different modes like TV, hoardings, newspaper, social media and email marketing. The customers are requiring attracting them with the best possible creative advertisements about the upcoming new products; it will make them knowledgeable and will groove their mind to share an immediate feedback. The feedbacks are very encouraging it will allow the company to make necessary changes in the manufacturing process and other factors to make it effective for the organization's innovativeness in the sense of structuring the enormous growth of the organization and sustaining a long-term relationship with the potential customers.

  

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