A large technology company is going to market with a new software
application (product) that tracks college students progress through
their academic careers. The customer base for this company is higher
education. Focus groups were conducted with students, staff, faculty,
and company representatives to test and name the product. The marketing
department decided not to take the feedback they received from these
focus groups with respect to naming the product, and they named the
product Pilot. In higher education, as in most industries, the term
pilot means a test or trial phase. The salespeople are struggling
with calling the product Pilot, and are making up their own names for
it as they discuss it with customers. The Director of Sales tried
unsuccessfully to discuss the situation with the Director of Marketing
to negotiate a new name for the product that is more in line with the
companys target market. The meeting turned into a yelling match.
Currently, the two directors are at an impasse.
Evaluate where the communication breakdown occurred in this
negotiation, using terminology and knowledge from this module, and
propose at least two communication strategies that might have allowed
the negotiation process to be more successful.