TheZoconcase is excellent, but not easy. Make sure that you have worked through the Financial problems, have examined the sample Americana case, have read my guide to theZoconcase analysis, have read the KP chapter on Product & Service Strategy,and have closely examined the grading rubric for the case.The grading rubric is below.

This case is intended to illustrate the value of marketing research (test market) to assess the potential viability of a new marketing program.Results of the test market will indicate the likelihood that the new product (Strike Roach Ender) will be profitable for the firm.You will need to evaluate the test market results and extrapolate the findings to the proposed 19-city commercial introduction.Clearly, 'profitability' in some form will be a key DF in this case, but not the only DF.There are several other decision factors that are crucial in determining the best alternative to pursue.

The profitability DF is examined first. Alternative titles such as "Economic Analysis," "Financial Considerations," etc. are OK. This header should be formatted as a level 2 APA header. Subsumed under this DF should be two subheads for (1) Test Market Results, (2) Sales Projections for Commercialization. Use these exact titles for your subheads. These subheads should be formatted as level 3 APA headers.