MKT 380: TEST 3: Chapter 19

Steps in the Launch Management System

1.Spot potential problems. 2.Select which ones to control. Consider expected impact/damage. 3.Develop contingency plans for the management of problems. 4.Design the tracking system. Select variables. Devise measuring system. Select trigger points. Adage: in driving a car, it is the potholes you don't know about (or forget about) that cause you damage.

Launch Management: Why Do We Need to Manage the Launch?

Despite all the careful planning, many times things don't always go according to plan. What is needed is some kind of control system that can track performance, spot problems, and allow to make "in flight" corrections.

Product Failure

Despite everyone's best efforts, products do sometimes fail or appear to be failing. What to do? Time permitting, the product can be changed, or It may be necessary to pull the product temporarily, or It may be necessary to abandon the product. How do you go about making the decision?

A Sample Launch Management Plan

Potential Problem Salespeople fail to contact general-purpose market at prescribed rate. Tracking Track weekly sales call reports (plan is for at least 10 general-purpose calls per week per rep). Contingency Plan If activity falls below this level for three weeks running, a remedial program of one-day district sales meetings will be held.