1. Is it possible for marketers to reconcile the desires of consumers looking for the "next big thing" with those of consumers who like their product or service the way it is? Explain
2. Is it possible to make a homogeneous shopping product into a heterogeneous shopping product? Think of examples such as flat-panel tvs and front-loading washers.
3. Can you think of product categories in the mature stage that are poised to be reinvented? Explain your answer.
4. If a product makes it through a rigorous development process, will it be a sure success? Why or why not?