Based on your discussions with Michelle, you have developed a clear  picture of the environmental issues that will affect the initial release  of the new product.

 Based on your discussions with Michelle, you have developed a clear  picture of the environmental issues that will affect the initial release  of the new product. As you compile your notes, the phone rings.

“Hello?”
“Hi. This is Michelle. I want to touch base with you about your  presentation to the board next week. Do you have any questions about the  upcoming meeting?”
“Thanks for calling,” you say. “You have good timing. I was just  reviewing my notes and working on my PowerPoint presentation. I think  I’ve covered the areas we discussed at our last meeting. Do you have  something else that you want me to include?”
“Oh, good,” says Michelle. “Yes, I’d like you to share 3 or 4 goals  for the marketing project, too. Make sure these goals are specific as  possible. You might want to lead with the goals, but I’ll leave that up  to you. Naturally you’ll need to do some research to determine the types  of goals that are relevant for a new product project like this. Be as  specific as you can when outlining realistic expectations.
“Okay,” you say as you jot down more notes. “Anything else?”
“Just be sure to include your thoughts about whether we should  develop a product that can be marketed world-wide. You know that is one  of their main concerns. You’ll have about 30 minutes for your  presentation. ”
“Will do. Thanks for the information. I think about 10–15 slides should be about right for a 30-minute presentation.”

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For assistance with your assignment, please use your text, Web resources, and all course materials.

The students should list and explain 3–4 goals that a company in this  situation should set for itself. The explanations should be 2–3  sentences each, and they should include citations from the text and  other sources. Each goal should be as specific as possible; for example,  the goals might include—among other things—the following items:

  • Sales in dollars or units

  • Market share

  • Customer awareness

  • Profit

  • Return on investment

  • Customer satisfaction

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