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The last page of the case tells us that Mike Centers wondered whether an almost singleminded devotion to listening to the customer could lead to problems, and whether listeningto the customer was really the major reason behind Techsonics success. With this in mind,answer questions a, b, and c below:
a. Based on our readings and in-class discussions, what are the risks and limitations ofusing inquiry to obtain customer input when developing new products?
b. Was Techsonic particularly vulnerable to any of these risks and limitations? Please explain why or why not and be specific.
c. In your opinion, what are the reasons behind Techsonics success? Explain your reasoning.
2. Based on what youve learned from our readings and class discussions, what criteria would you use to evaluate the three new products and explain why each is appropriate.
3. Evaluate the forecast for the 901 product by answering questions a, b, and c below:
a. Explain the merits, limitations, and risks of the procedure and assumptions used to generate the sales forecast for the 901.
b. Is the sales forecast for the 901 more likely to underestimate or overestimate demand? Explain.
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