Selecting the Actual Tracking Variables
Now we hit perhaps the toughest part of launch management. How will we actually measure whether one of our key problems is coming about?
If the problem is some specific step of action or mind, like awareness, then the answer is clear-find out how man people are aware of the new itew. Trial is easy; repeat purchase is easy. What about trade support? Many new product marketers fear they will not get the push they need. But does trade support mean stocking the product? Displaying the product? Advertising the product locally? Giving presale service? Gearing up to give postsale service? The launch planner has to decide.