In July 2010, Microsoft discontinued the Kin, its social networking phone, after just six weeks of disappointing sales. During what step of the strategic marketing planning process would Microsoft have made the decision to stop offering the product?
What will be an ideal response?
Step 5-Evaluate performance using marketing metrics.
Some students might also answer "Control phase." Strictly speaking, this is a phase and not a step; however, Step 5 is the only step of the process that fits into the Control phase, so you may want to accept both as correct answers.
If you want to make this question more difficult, you can add to the question the following: What should Microsoft have done before deciding to discontinue the product? The answer: Microsoft should have determined the causes for the disappointing sales to determine whether or not another action (perhaps a different target market, a price adjustment, or a revised promotion plan) could put sales back on track.
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Ethan paid $3 for a bottle of ThirstAid. Later while on a hiking trip, she was offered $8 for the ThirstAid. Select the correct statement from the following:
A. If Ethan drinks the ThirstAid, no opportunity cost is associated with his decision. B. The $3 original purchase price is irrelevant to his decision to sell the ThirstAid. C. The $8 offer is not relevant if Ethan refuses to sell the ThirstAid. D. All of the above.
Which of the following would be considered an example of the drop-off survey?
A) researcher brings questionnaire to respondent's home and leaves it to be completed B) a hotel leaves a questionnaire in a room for customers to evaluate their accommodations C) a retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit D) giving a survey to persons at work and asking them to return the completed survey when they return to work the next day E) all of the above would be considered drop-off surveys
The law covering security interests in personal property is contained in Article ________ of the Uniform Commercial Code.
A. 4 B. 9 C. 3 D. 6
Which of the following measures would not help managers to control and improve operations?
A) Units produced per time period B) Cost trends of a product C) Yield trends D) Commissions paid per time period