Question 1: Given that top-down innovation is the preferred method of idea generation, should companies ever encourage bottom-up idea generation? Why or why not?
Question 2: What is qualitative research? Why might it be useful to marketers? What are its major drawbacks?
Question 3: Why would any firm want to restrict itself' to a single segment when multiple segments suggest the promise of more sales?
Question 4: What conditions are essential for a cobranding effort to succeed? What are the potential disadvantages of cobranding?