32.7. Summary

Obviously, not every launch merits or can afford a sizeable postlaunch budget. However, even more modest research programs can provide the sort of essential information on performance which marketers can use to pinpoint and fix problems quickly. Or, they can show the product's poor sales are inherent in the launch and not easily remedied, in which case the product can be abandoned without wasting good money. The new product marketer should plan, before the product is launched, how he/she is going to obtain the crucial learning, early on, to help guide decisions about how to address problems out in the market. Such money can be among the very best-spent in the entire launch budget.

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