Chapter 12: Page 372 [Developing Your Marketing Plan] #3
25 pts >> Using Figure 12.1 as a guide, discuss how your product idea would move through the stages of new-product development. Examine the idea, using the tests and analyses included in the new-product development process.
[Figure 12.1 :: Idea Generation > Screening > Concept Testing > Business Analysis > Product Development > Test Marketing > Commercialization]
Chapter 13:
20 pts >> Delivering consistently high-quality service is difficult for service marketers. Describe an instance when you received high-quality service and an instance when you experience low-quality service. What contributed to your perception of high quality? Of low quality?
