Exam 7: Concept Evaluation and Testing

Discuss the uses and significance of the A-T-A-R model as an evaluation system.

Describe the use of conjoint analysis in concept testing.

What are the important reasons for new product failure?

Discuss the use of prototypes as concept statement formats.

Benefit segmentation is used to identify unsatisfied market segments and concentrate a firm's efforts on developing concepts ideally suited to the needs of those segments.

With reference to the purpose of evaluation, which of the following questions that a firm asks, tests the aspect of scalability of assessing ideas in the concept generation phase of the basic new products process?

A concept statement developed during the new product development process:

Which of the following is an immediate and critical question in concept testing that should be answered prior to all other questions?

In the context of the A-T-A-R model, _____ means the percentage chance that if a buyer wants to try a product, the effort to find it will be successful.

Virtual reality captures the advantages and all the disadvantages of a prototype.

Track Inc. seeks to identify unsatisfied market segments in the health care insurance segment. It wants to concentrate its efforts on developing concepts ideally suited to the needs of these segments. For this purpose, the firm is most likely to employ _____.

The use of subcontractors or joint ventures is most likely to be closely associated with the _____ risk strategy.

The first purpose of concept testing is to:

In the context of the A-T-A-R model, _____ means someone in the buying unit hears about the existence of a new product with some characteristic that differentiates it.

A _____ is an evaluation technique that tells one whether he or she is ready to develop a product for serious field testing.

Once a concept passes the first hurdle, concept testing will focus next on:

Concept testing is sometimes called concept _____ to reinforce the idea of helping the item, not just killing it off.

The first use of evaluation is focused upon:

A new product appears first as a(n) _____.

Briefly discuss the situations in which concept testing will be less useful.