Exam 20: Introducing New Market Offerings

The job of translating target customer requirements into a working prototype is helped by a set of methods known as ________.

To estimate replacement sales,management must research the product's ________-that is,the number of units that fail in year one,two,three,and so on.

Customer needs and wants are the logical place to start the search for new product ideas.Identify four ways a company can draw new ideas from its customers.

The methodology of quality function deployment takes the list of desired ________ generated by market research and turns them into a list of ________ that the engineers can use.

The ________ technique for stimulating creativity starts with a problem,such as "getting something from one place to another via a powered vehicle," then lists every possible combination of attributes,such as the type of platform,the medium,and the power source.

The success of the cell phone is due in part to the fact that the cell phone matches the values and experiences of individuals.In the adoption process,this describes which of the processes that speeds the adoption process?

One of the characteristics that affects the adoption of a product is compatibility, which is defined as the degree to which the innovation matches the values and experiences of the individuals.

Most new-product activity is devoted to ________ existing products.

Many companies assign responsibility for new-product ideas to product managers,but product managers are often so busy managing existing lines that they give little thought to new products other than line extensions.

_________ is the effect one person has on another's attitude or purchase probability.

Company ________ and intermediaries are a particularly good source of ideas.These groups have firsthand exposure to customers and are often the first to learn about competitive developments.

When the new-product prototype is ready,it must be put through rigorous functional tests and customer tests.Consumer testing can take several forms,from bringing consumers into a laboratory to giving them samples to use in their homes.Consumer preferences can be measured in several ways.List the three most common ways that consumer preference is measured.

In choosing rollout markets,the major criteria are market potential,the company's local reputation,the cost of filling the pipeline,the cost of communication media,the influence of the area on other areas,and competitive penetration.

A(n)________ strategy to designing new products attaches high importance to incorporating customer preferences in the final design.

The Apple iPod has been a new-product success story the past few years.One of the reasons that the adoption process for this product was so short was due to the product's ease of use.In marketing terminology,what term best describes the product's ease of use?

A relative product failure loses money,but its sales cover all its variable costs and some of the fixed costs associated with the product rollout.

The overall probability of success for a new product is a function of ________.

The more a tested concept resembles the final product or experience,the more dependable concept testing is.

When Tide introduces a new fragrance of laundry detergent,some consumers who buy the new fragrance switch from other Tide variants,as opposed to from other brands.The income lost on the other Tide variants is called ________.

Define conjoint analysis and identify the reason why marketers use this concept in market testing.