A consumer failure is handled the same way. To get awareness, the marketers' program called for particular actions (sales calls, advertising, and so on). If it turns ont that awareness is low, we usually do more of the same action-increase sales calls, or whatever. If people are not actually trying the nem, we have ways of encouraging trial (such as mailing samples or trade packages as in Figure 19.2 or giving out coupons).
Many product developers have marveled at how easy good contingency thinking is while preparing to launch, compared to doing it under the panic conditions of a beachhead disaster.