Launch
                                                     Figure V.1
                                                         16-2
          The Five Decision Sets that Lead to a 
                        Marketing Plan               Figure V.2
                                                         16-3
         Common Myths About Marketing Planning 
                          for New Products                    Figure V.3
     • Marketing people make the decisions that constitute a 
       marketing plan.
     • The technical work is complete when the new item hits 
       the shipping dock.  Marketing people take over.
     • The marketer’s task is to persuade the end user to use 
       the new product.
     • The more sales potential there is in a market segment, 
       the better that segment is as a target candidate.
     • The pioneer wins control of a new market.
     • As with Broadway shows, opening night is the 
       culmination of everything we have been working for.
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                      Chapter 16
               Strategic Launch Planning
                                                         16-5
                       Strategic Givens
     Corporate, some team decisions made earlier.  
        Often found in the PIC Guidelines.
     •  A specified gross margin: affects funding.
     •  Speed-to-market: affects promotional outlays and 
        schedules.
     •  Commitment to a given channel: affects distribution plan.
     •  Advertising policy: affects promotion decisions.
     •  Pricing policy: affects decision to use penetration or 
        skimming pricing (slide down demand curve).
                                                                     16-6