NEW PRODUCTS MATTER TO MARKETING EXECS (CHART)

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The top 10 areas of concern among marketing executives, and their point values in order of importance.

Average

Category points

Successfully introducing really new Ć¾products 12.10

Market orientation 10.92

Customer relationships 9.81

Information technology and the infor mation highway 8.43

Marketing engineering and empirical Ć¾generalization 8.23

Managerial use of information 7.79

Brand equity and product management 7.68

Marketing function, structure, cul ture, & intrafirm relations 7.65

Channels and sales 6.91

Service 6.01

Source: Marketing Science Institute, Cambridge, Mass.

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