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In an attempt to conquer the consumer market, some of Zoecon’s top executives have suggested heavy investment in marketing efforts for its new product line, Strike Roach Ender. Some other executives find the proposal too risky, and prefer to stay within the company’s comfort zone: the PCOs market. The other executives think that marketing efforts are irrelevant when the company can sell this new R&D project to national firms, such as S.C. Johnson and Son, Boyle-Midway Division of American Home Products, or d-Con Company. (Kerin and Peterson, 177)
After a long market test, these executives must come to a conclusion about how to distribute Strike Roach Ender...
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