Assignment Questions

1. Given the rapid changes in consumer taste, technologies and competition, companies must
develop a steady stream of new products and services. Thus developing new products are
crucial for any marketer.
You have been appointed as the new marketing manager of an organization of your choice
and you have asked to explain the process of new product development to the senior
managers.

2. A sweet confectionary manufacturing company located in Batu Pahat, Johor is planning to
extend its biscuits business product line. The new products are targeted to be marketed not
only in the local market, but also to the Middle East countries. To ensure the new biscuits are
well accepted, a consumer research study needs to be conducted. The company intends to
conduct a qualitative research study for this purpose.
Describe the methodologies that could be used in conducting qualitative studies to achieve
the intended outcomes.