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 þproducts 12.10

Market orientation 10.92

Customer relationships 9.81

Information technology and the infor mation highway 8.43

Marketing engineering and empirical þgeneralization 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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