s a way to shift responsibility if the product does not sell as well as expected. Graham explains that marketers use this line of reasoning relating to focus groups:
Extensive product testing was done with focus groups
The focus group results clearly suggested the product was a 'winner'
The marketing strategies that were developed and eventually implemented also tested well among our focus groups
Marketing has no explanation about why consumers are not purchasing this product
The research indicated that the decision to release the product and our ad campaign would be well received
Therefore, we have no explanation for the fact that demand did not materialize
While we regret this unexpected outcome, the marketing department did everything it could to evaluate and quantify buyers' interest. No one can anticipate changes in customer preference.
Predicting customer behavior is always difficult and subject to uncertainty. The marketing department does its best to reduce uncertainly, but we cannot be held responsible for a product that does not sell --
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