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Identify the most critical marketing management problems faced by the Segway HT marketing team for both the B2C and B2B markets.

The Segway Human Transporter is an invention of Mr. Dean Kamen of DEKA Research & Development, and was originally positioned as "a personal transportation device to be used on sidewalks." Industrial and consumer models have been developed. According to the case, at least $100 million has been invested in the development and marketing of the product so far, however, there are no details on how the money was spent. The case does not offer any documentation to suggest that research was conducted to verify that sufficient demand for the product actually exists, who would buy it or for what purpose

1. Identify the most critical marketing management problems faced by the Segway HT marketing team for both the B2C and B2B markets. Provide rationale to support your answer.
2. Based on the marketing management problems you identified above, begin to develop a research strategy and design. You should address if / how you would use exploratory, descriptive and causal research in your research design

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1. Identify the most critical marketing management problems faced by the Segway HT marketing team for both the B2C and B2B markets. Provide rationale to support your answer.
The unit's high price is most likely one of the factors responsible for demand being lower than expected. Another factor is the revolutionary nature of the product - potential customers are unfamiliar with the product and unaware of the potential benefits.

An important marketing management problem is that the Segway has proven ill-suited for some of the applications for which it was promoted. For example, during a trial by mail-carriers employed by the United States Post Office to deliver mail on foot, many participants noted that they could not sort mail or hold an umbrella while operating a Segway. The participants also complained about the device's battery life, however, new batteries with increased capacity were announced in early 2005.
Another important marketing management problems is that HT cannot be marketed as a medical device, because Johnson & ...

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