As the marketing manager for Acme Products Inc. ,you just became the new program leader for Baubles,a product Acme introduced last year.Initial sales far exceeded expectations.In response,the previous program leader decided to reduce the profit margins for channel members to more quickly recover the high costs incurred in the development of the Baubles product and its marketing program.Unfortunately,sales of Acme Baubles declined by 5 percent while its market share declined by 7 percent as new competitors entered the market.After conducting a customer survey,you concluded that customers were generally satisfied with Acme's Baubles.However,Baubles were not as readily accessible as they were the previous year.Furthermore,after conducting a survey among the leading wholesalers and retailers of Acme Baubles,you discovered they were not pleased with the reduced margins.Moreover,because Acme's principal competitors offered them greater margins,they gave them products better service and shelf space than Acme's.This is an example of

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Quizplus · Accepted Answer

The initial sales of the Baubles product exceeded expectations, indicating good planning. However, the decision to reduce profit margins for channel members resulted in a decline in sales and market share. This indicates poor implementation of the marketing program. Additionally, the survey results showed that the reduced margins were not satisfactory for wholesalers and retailers, which resulted in reduced shelf space for Acme Baubles. Therefore, the marketing program had good planning but poor implementation, leading to the decline in sales and market share.

As the Marketing Manager for Acme Products Inc