BASIC MARKETING 19th Edition by William Perreault ,Joseph Cannon ,Jerome McCarthy

Exercise 15

Should marketing managers, or business managers in general, refrain from producing profitable products that some target customers want but that may not be in their long-run best interest Should firms be expected to produce "good" but less profitable products What if such products break even What if they are unprofitable but the company makes other profitable products-so on balance it still makes some profit What criteria are you using for each of your answers