Assume that,as marketing director for Mazda,you see your sales decreasing in the years since the Honda Prelude with four-wheel steering was introduced.If you hope to regain sales in this market quickly through a new-product action,the most valuable sources of ideas would be:

Question

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The decrease in sales suggests that customers are likely switching to the Honda Prelude with four-wheel steering. Therefore, studying and analyzing the features and benefits offered by the Honda Prelude would be valuable. This is because it would enable Mazda to understand what makes the Honda Prelude successful and develop a competing product that meets or exceeds those features and benefits. This information can be obtained by analyzing competitive products. While consumer and employee suggestions are also valuable sources of ideas, they may not provide insights into the features and benefits that are attracting Mazda's target customers to the Honda Prelude. Additionally, research and development breakthroughs may take longer to implement and may not necessarily address the specific needs of the market segment that Mazda is trying to target. Hence, the most valuable source of ideas in this case would be competitive products.

Assume That,as Marketing Director for Mazda,you See Your Sales Decreasing