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...Launch figure v the five decision sets that lead to a marketing plan common myths about planning for new products people make decisions constitute technical work is complete when item hits shipping dock take over marketer s task persuade end user use product more sales potential there in market segment better as target candidate pioneer wins control of with broadway shows opening night culmination everything we have been working chapter strategic givens corporate some team made earlier often found pic guidelines specified gross margin affects funding speed promotional outlays and schedules commitment given channel distribution advertising policy promotion pricing penetration or skimming slide down demand curve...