Executives at Pfizer Are Trying to Forecast Sales of the Company's

Multiple Choice

Executives at Pfizer are trying to forecast sales of the company's popular cholesterol-lowering drug, Lipitor. Trend analysis has given them a fairly good sense of projected sales, but they'd like to get some additional feedback from the marketplace. A good technique to use for this purpose would be ____.

A) a jury of executive opinion
B) sales force composite
C) the Delphi technique
D) a survey of buyer intentions