Exam 20: Introducing New Marketing Offerings

Your father-in-law still refuses to buy a DVD player. His rationale is that he still has a BetaMax VCR recorder in the basement that represents old technology. You inform him that videotape is an outdated technology and soon their will be no video tapes for rental or purchase. Based upon the factors influencing the adoption process, your father-in-law can be best described as a(n)

Your personal physician prides himself on being on top of the literature regarding new medicines for his patients. In fact, your doctor prides himself on being the "first" to prescribe new medicines to help his patients. In marketing terms, your doctor can be said to belong to the

Venus Embrace can best be described as ________, rather than either a repositioning or a new-to-the-world product.

Your search for tires for your car has identified hundreds of choices. Included in these choices were some brand names that you were unaware of or whose brand you have never heard of before but contained some innovative features. In the adoption process, what would your next step be?

Less than 10 percent of all new products are truly innovative and new to the world. These products involve the greatest cost and risk because they are new to both the company and the marketplace.

You have been asked to participate in an "idea generating/creativity" session at work. You and your group have been asked to list all the normal assumptions about "desk chairs" and then asked to reverse them. What creative technique area you using?

Sony used to enjoy a three-year lead on new products. Today, Matsushita will copy the product within six months, leaving very little time for Sony to recoup its initial investments. This is an example of ________ that is one of the factors hindering new-product development.

Many believe that customer focus does not help to create better or new products. This belief rests on which of the following ideas?

The development route for new products takes two forms. These two forms are ________ or it can ________.

Many companies assign responsibility for new-product ideas to

Test marketing is expensive. Your boss has asked you to outline the four major methods of test marketing from the "most expensive" to "least expensive" options available. List these four methods of test marketing.

The term complexity is defined as the degree to which the innovation is relatively difficult to understand and use.

Bell Canada uses conjoint analysis to test different bundles of services. Define conjoint analysis and identify the reason why Bell and other marketers use this concept in market testing.

The ________ technique used for stimulating creativity identifies a problem and then considers the dimension, the medium, and the power source.

Newer companies focus or create disruptive technologies that are cheaper and more likely to alter the competitive space.

The new product development process starts with the search for ideas. New-product ideas can come from interacting with various groups and using creativity-generating techniques. List these techniques.

Industrial manufacturers come close to using full test marketing when they give unlimited supply of the new product to the sales force to sell in a limited number of areas without promotional support.

In a "simulated test market," the firm finds 30 to 40 qualified shoppers and questions them about brand familiarity and preferences in a specific product category.

Adopters of new products move through five stages. These stages begin with stage one ________, and follow with interest, evaluation, trial, and adoption.

The purpose of screening new ideas is to drop poor ideas as early as possible. What's the reason behind this and usually what should be included in the idea?