Question 1

What consequences will a firm face if the timing of a new product's launch is wrong?

Accepted Answer

If the timing of the launch is wrong, th

Question 2

A(n) _____ conveys information about the targeted market segment, product positioning strategy, and communications mix among many other points to an advertising person.

Accepted Answer

A)  portfolio statement 
B)  copy strategy statement 
C)  expected effects matrix 
D)  organization chart 
A)  portfolio statement 
B)  copy strategy statement 
C)  expected effects matrix 
D)  organization chart

Question 3

In the context of a lean launch of a product, which of the following best describes form postponement?

Accepted Answer

A)  Deploying inventory as late as possible 
B)  Ramping up manufacturing as late as possible 
C)  Locking in product design as late as possible 
D)  Delaying the announcement of a new product as long as possible 
A)  Deploying inventory as late as possible 
B)  Ramping up manufacturing as late as possible 
C)  Locking in product design as late as possible 
D)  Delaying the announcement of a new product as long as possible

Question 4

Before the commercialization of a new product, the sales force of Seriv Corporation plans to give its suppliers a hint that a new product or an advanced version of an existing product is going to be launched by the end of the year. The firm's action can be seen as an example of _____.

Accepted Answer

A)  signaling 
B)  corporate espionage 
C)  beachheading 
D)  whistleblowing 
A)  signaling 
B)  corporate espionage 
C)  beachheading 
D)  whistleblowing

Question 5

The trial phase in the adoption of a new product:

Accepted Answer

A)  involves large scale usage of the product. 
B)  occurs before the awareness phase. 
C)  permits customers to verify claims about the product. 
D)  involves no cost for both the firm and the customers. 
A)  involves large scale usage of the product. 
B)  occurs before the awareness phase. 
C)  permits customers to verify claims about the product. 
D)  involves no cost for both the firm and the customers.

Question 6

Selective distribution is typically used for products with low relative advantage and low compatibility with buyers' experiences.

Accepted Answer

A) True 
 B)False

Question 7

_____ refers to a price clearly above the market, but appropriate to a differentiated product, nonthreatening to competition, and with room for some price manipulations.

Accepted Answer

A)  Premium 
B)  Penetration 
C)  Skim 
D)  Meet the market 
A)  Premium 
B)  Penetration 
C)  Skim 
D)  Meet the market

Question 8

Which of the following new product characteristics probably has the greatest influence on trial rates?

Accepted Answer

A)  Relative advantage 
B)  Complexity 
C)  Divisibility 
D)  Communicability 
A)  Relative advantage 
B)  Complexity 
C)  Divisibility 
D)  Communicability

Question 9

A buyer gathering the trial experience of others for a new product, but without the use of electronic setups is an example of a _____.

Accepted Answer

A)  personal trial 
B)  vicarious trial 
C)  firsthand trial 
D)  direct trial 
A)  personal trial 
B)  vicarious trial 
C)  firsthand trial 
D)  direct trial

Question 10

In the context of the A-T-A-R model of adoption of a new product, which of the following is part of a reseller's role?

Accepted Answer

A)  Setting up a trial for the new product under artificial usage conditions 
B)  Doing a small volume of business in a standardized way with a big margin 
C)  Delegating the promotion of the new product to trade relations directors or sales managers 
D)  Preparing for the promotion of the product, including training salespeople and service people 
A)  Setting up a trial for the new product under artificial usage conditions 
B)  Doing a small volume of business in a standardized way with a big margin 
C)  Delegating the promotion of the new product to trade relations directors or sales managers 
D)  Preparing for the promotion of the product, including training salespeople and service people

Question 11

Under which of the following categories do novelty products and service products fall?

Accepted Answer

A)  Low relative advantage and low compatibility with buyers' experiences 
B)  High relative advantage and high compatibility with buyers' experiences 
C)  High relative advantage and low compatibility with buyers' experiences 
D)  Low relative advantage and high compatibility with buyers' experiences 
A)  Low relative advantage and low compatibility with buyers' experiences 
B)  High relative advantage and high compatibility with buyers' experiences 
C)  High relative advantage and low compatibility with buyers' experiences 
D)  Low relative advantage and high compatibility with buyers' experiences

Question 12

For products with high relative advantage and low compatibility with buyers' experiences:

Accepted Answer

A)  narrow product assortments may be useful. 
B)  risk-based promotions will be necessary. 
C)  preannouncements before entry may be necessary to warn prospects. 
D)  intensive product distribution makes sense. 
A)  narrow product assortments may be useful. 
B)  risk-based promotions will be necessary. 
C)  preannouncements before entry may be necessary to warn prospects. 
D)  intensive product distribution makes sense.

Question 13

For products with low relative advantage and high compatibility with buyers' experiences:

Accepted Answer

A)  risk-based promotions work well. 
B)  broad product assortments are suitable. 
C)  intensive distribution makes sense. 
D)  preannouncements before entry are necessary. 
A)  risk-based promotions work well. 
B)  broad product assortments are suitable. 
C)  intensive distribution makes sense. 
D)  preannouncements before entry are necessary.

Question 14

Which of the following promotional launch tactics is most likely to be used by a firm if product advantages must be learned through usage and experience?

Accepted Answer

A)  Advertising 
B)  Sampling 
C)  Skimming pricing 
D)  Publicity 
A)  Advertising 
B)  Sampling 
C)  Skimming pricing 
D)  Publicity

Question 15

Discuss the tactics used for launching a product with low relative advantage and low compatibility with buyers' experiences.

Accepted Answer

Novelty products and some service produc

What consequences will a firm face if the timing of a new product's launch is wrong?

A(n) _____ conveys information about the targeted market segment, product positioning strategy, and communications mix among many other points to an advertising person.

In the context of a lean launch of a product, which of the following best describes form postponement?

Before the commercialization of a new product, the sales force of Seriv Corporation plans to give its suppliers a hint that a new product or an advanced version of an existing product is going to be launched by the end of the year. The firm's action can be seen as an example of _____.

The trial phase in the adoption of a new product:

Selective distribution is typically used for products with low relative advantage and low compatibility with buyers' experiences.

_____ refers to a price clearly above the market, but appropriate to a differentiated product, nonthreatening to competition, and with room for some price manipulations.

Which of the following new product characteristics probably has the greatest influence on trial rates?

A buyer gathering the trial experience of others for a new product, but without the use of electronic setups is an example of a _____.

In the context of the A-T-A-R model of adoption of a new product, which of the following is part of a reseller's role?

Under which of the following categories do novelty products and service products fall?

For products with high relative advantage and low compatibility with buyers' experiences:

For products with low relative advantage and high compatibility with buyers' experiences:

Which of the following promotional launch tactics is most likely to be used by a firm if product advantages must be learned through usage and experience?

Discuss the tactics used for launching a product with low relative advantage and low compatibility with buyers' experiences.

The Strategic Elements of Product Development

The New Products Process

Opportunity Identification and Selection: Strategic Planning for New Products

The Product Concept and Ready-Made New Product Ideas

New Product Ideas: the Problem Find-Solve Approach

New Product Ideas: Analytical Attribute Approaches

Concept Evaluation and Testing

The Full Screen

Sales Forecasting and Financial Analysis

Product Protocol

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Market Testing

Launch Management

Public Policy Issues

Filters

Exam 15: Implementation of the Strategic Plan

What consequences will a firm face if the timing of a new product's launch is wrong?

A(n) _____ conveys information about the targeted market segment, product positioning strategy, and communications mix among many other points to an advertising person.

In the context of a lean launch of a product, which of the following best describes form postponement?

Before the commercialization of a new product, the sales force of Seriv Corporation plans to give its suppliers a hint that a new product or an advanced version of an existing product is going to be launched by the end of the year. The firm's action can be seen as an example of _____.

The trial phase in the adoption of a new product:

Selective distribution is typically used for products with low relative advantage and low compatibility with buyers' experiences.

_____ refers to a price clearly above the market, but appropriate to a differentiated product, nonthreatening to competition, and with room for some price manipulations.

Which of the following new product characteristics probably has the greatest influence on trial rates?

A buyer gathering the trial experience of others for a new product, but without the use of electronic setups is an example of a _____.

In the context of the A-T-A-R model of adoption of a new product, which of the following is part of a reseller's role?

Under which of the following categories do novelty products and service products fall?

For products with high relative advantage and low compatibility with buyers' experiences:

For products with low relative advantage and high compatibility with buyers' experiences:

Which of the following promotional launch tactics is most likely to be used by a firm if product advantages must be learned through usage and experience?

Discuss the tactics used for launching a product with low relative advantage and low compatibility with buyers' experiences.

The Strategic Elements of Product Development

The New Products Process

Opportunity Identification and Selection: Strategic Planning for New Products

The Product Concept and Ready-Made New Product Ideas

New Product Ideas: the Problem Find-Solve Approach

New Product Ideas: Analytical Attribute Approaches

Concept Evaluation and Testing

The Full Screen

Sales Forecasting and Financial Analysis

Product Protocol

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Market Testing

Launch Management

Public Policy Issues

Filters