What is maximum amount of money that may be budgeted

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A marketing manager of a large Dental Products firm is considering whether to introduce Product A, a toothpaste with stain remover compounds, or Product B, a toothpaste with added decay-prevention compounds. The manager’s assistant prepared the following table which includes the profit expectations in U.S. $ for each of three possible market share possibilities determined from marketing research. Market Share 20% 10% 5% Product A 20m 10m -8m Product B 15m 9m -3m The estimated profit/loss identified for the 5% market-share estimate prompted the manager to review ten case studies of previous product introductions. The review indicated that three new products achieved a 20% market share, five new products achieved 10% market share, and two new products recorded a 5% market share. a. Which one should he introduce? b. If a test market is contemplated, then what is the maximum amount of money that may be budgeted for it?

Reference no: EM132261281

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