Question 1

Innovators are unwilling to accept incompleteness in products.

Accepted Answer

A) True 
 B)False

Question 2

When Pearl Love introduced its new range of body wash,consumers switched from using soaps,sold under the same brand,to its new body wash.As a result,the company experienced a sharp drop in its soap sales.This is best known as:

Accepted Answer

A)  cannibalization. 
B)  the vampire effect. 
C)  the halo effect. 
D)  vaporware. 
A)  cannibalization. 
B)  the vampire effect. 
C)  the halo effect. 
D)  vaporware.

Question 3

In crafting an advertising message,firms must focus more on making the advertisements entertaining and memorable rather than on providing a significant quantity of informative content.

Accepted Answer

A) True 
 B)False

Question 4

Firms in industries characterized by increasing returns will use the objective of maximizing market share and a penetration pricing strategy.

Accepted Answer

A) True 
 B)False

Question 5

Bundling products together can offer firms the advantage of switching costs.

Accepted Answer

A) True 
 B)False

Question 6

Gemini Car Inc.buys car components from other manufacturers and assembles them into cars,which it sells under its own brand name.This is an example of:

Accepted Answer

A)  pirate operator. 
B)  original equipment manufacturer (OEM). 
C)  disintermediation. 
D)  category captain. 
A)  pirate operator. 
B)  original equipment manufacturer (OEM). 
C)  disintermediation. 
D)  category captain.

Question 7

While a maven with a valuable piece of information is likely to expose it to a great number and diversity of people,the connector is likely to convey the information to fewer people but in more detail.

Accepted Answer

A) True 
 B)False

Question 8

Firms should always be racing to launch their products as early as possible.

Accepted Answer

A) True 
 B)False

Question 9

Difficulty in transition between successfully selling to early adopters versus the early majority results in a chasm in the product's diffusion curve.

Accepted Answer

A) True 
 B)False

Question 10

Companies that buy manufacturer's products in bulk,and then resell them (often in smaller or more diverse bundles) to other supply channel members are referred to as _____.

Accepted Answer

A)  wholesalers 
B)  manufacturers' representatives 
C)  retailers 
D)  value-added resellers 
A)  wholesalers 
B)  manufacturers' representatives 
C)  retailers 
D)  value-added resellers

Question 11

When movie star Rachel's troubled marriage came to the limelight,the sales of her line of clothes and perfumes escalated.This is an example of:

Accepted Answer

A)  bundling relationships. 
B)  publicity. 
C)  cannibalization. 
D)  personal selling. 
A)  bundling relationships. 
B)  publicity. 
C)  cannibalization. 
D)  personal selling.

Question 12

If a firm invests in continuous innovation and willingly cannibalizes its existing products with more advanced products,the firm can:

Accepted Answer

A)  lose a significant number of customers to competitors. 
B)  make its products more backward compatible. 
C)  prevent competitors from achieving a significant technological lead. 
D)  gain greater trust from distributors who have huge stocks of the existing product. 
A)  lose a significant number of customers to competitors. 
B)  make its products more backward compatible. 
C)  prevent competitors from achieving a significant technological lead. 
D)  gain greater trust from distributors who have huge stocks of the existing product.

Question 13

The Rocketingbusiness.com Web site offers large volumes of business research information for free.If the user is interested in more comprehensive information and business consultation,the site offers these services for a premium fee.This is typically an example of _____ pricing model.

Accepted Answer

A)  penetration 
B)  market skimming 
C)  survival 
D)  freemium 
A)  penetration 
B)  market skimming 
C)  survival 
D)  freemium

Question 14

In the context of Gladwell's theories,define the terms connectors,mavens,and salespersons.

Accepted Answer

Gladwell identifies three distinct types

Question 15

Speeding Horse Inc.,the leader in the video game console market,is making its new generation consoles backward compatible with its previous games.This means that:

Accepted Answer

A)  it is giving away its own installed base or complementary goods advantages to competitors. 
B)  it is providing a significant incentive to the owners of its previously developed consoles and games. 
C)  the transition of customers through product generations will become difficult. 
D)  a large range of complementary goods of the previous generations, mainly the games, will lose its existing value and utility. 
A)  it is giving away its own installed base or complementary goods advantages to competitors. 
B)  it is providing a significant incentive to the owners of its previously developed consoles and games. 
C)  the transition of customers through product generations will become difficult. 
D)  a large range of complementary goods of the previous generations, mainly the games, will lose its existing value and utility.

Question 16

Which of the following is a disadvantage of using the Internet for advertising over other media?

Accepted Answer

A)  Relatively high cost 
B)  Low audience selectivity 
C)  Lack of interactive possibilities 
D)  High clutter 
A)  Relatively high cost 
B)  Low audience selectivity 
C)  Lack of interactive possibilities 
D)  High clutter

Question 17

Which of the following is true of innovators and early adopters?

Accepted Answer

A)  They are unwilling to take risks and to pay high prices. 
B)  They may demand considerable customization and technical support. 
C)  They are more likely to respond to marketing that communicates the product's completeness. 
D)  For this market segment, detailed technical information is not as important as using market channels with high reach and high credibility. 
A)  They are unwilling to take risks and to pay high prices. 
B)  They may demand considerable customization and technical support. 
C)  They are more likely to respond to marketing that communicates the product's completeness. 
D)  For this market segment, detailed technical information is not as important as using market channels with high reach and high credibility.

Question 18

A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is true of using marketing to shape perceptions and expectations?

Accepted Answer

A)  Preannouncements reduce excitement about a product before its release. 
B)  A firm that aggressively promotes its products loses its actual installed base and its perceived installed base. 
C)  A firm should avoid use of vaporware if other vendors beat the firm to market and the firm fears that customers may select a dominant design. 
D)  A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse. 
A)  Preannouncements reduce excitement about a product before its release. 
B)  A firm that aggressively promotes its products loses its actual installed base and its perceived installed base. 
C)  A firm should avoid use of vaporware if other vendors beat the firm to market and the firm fears that customers may select a dominant design. 
D)  A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

Question 20

When Blue Water publication releases professional books,it lends or donates a number of these new books to university libraries and professors.Which of the following strategies is the firm using to accelerate distribution?

Accepted Answer

A)  Bundling relationship 
B)  Product modularity 
C)  Sponsorship 
D)  Consignment arrangement 
A)  Bundling relationship 
B)  Product modularity 
C)  Sponsorship 
D)  Consignment arrangement

Innovators are unwilling to accept incompleteness in products.

When Pearl Love introduced its new range of body wash,consumers switched from using soaps,sold under the same brand,to its new body wash.As a result,the company experienced a sharp drop in its soap sales.This is best known as:

In crafting an advertising message,firms must focus more on making the advertisements entertaining and memorable rather than on providing a significant quantity of informative content.

Firms in industries characterized by increasing returns will use the objective of maximizing market share and a penetration pricing strategy.

Bundling products together can offer firms the advantage of switching costs.

Gemini Car Inc.buys car components from other manufacturers and assembles them into cars,which it sells under its own brand name.This is an example of:

While a maven with a valuable piece of information is likely to expose it to a great number and diversity of people,the connector is likely to convey the information to fewer people but in more detail.

Firms should always be racing to launch their products as early as possible.

Difficulty in transition between successfully selling to early adopters versus the early majority results in a chasm in the product's diffusion curve.

Companies that buy manufacturer's products in bulk,and then resell them (often in smaller or more diverse bundles) to other supply channel members are referred to as _____.

When movie star Rachel's troubled marriage came to the limelight,the sales of her line of clothes and perfumes escalated.This is an example of:

If a firm invests in continuous innovation and willingly cannibalizes its existing products with more advanced products,the firm can:

The Rocketingbusiness.com Web site offers large volumes of business research information for free.If the user is interested in more comprehensive information and business consultation,the site offers these services for a premium fee.This is typically an example of _____ pricing model.

In the context of Gladwell's theories,define the terms connectors,mavens,and salespersons.

Speeding Horse Inc.,the leader in the video game console market,is making its new generation consoles backward compatible with its previous games.This means that:

Which of the following is a disadvantage of using the Internet for advertising over other media?

Which of the following is true of innovators and early adopters?

A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

Which of the following is true of using marketing to shape perceptions and expectations?

When Blue Water publication releases professional books,it lends or donates a number of these new books to university libraries and professors.Which of the following strategies is the firm using to accelerate distribution?

Introduction

Sources of Innovation

Types and Patterns of Innovation

Standards Battles and Design Dominance

Timing of Entry

Defining the Organizations Strategic Direction

Choosing Innovation Projects

Collaboration Strategies

Protecting Innovation

Organizing for Innovation

Managing the New Product Development Process

Managing New Product Development Teams

Filters

Exam 13: Crafting a Deployment Strategy

Innovators are unwilling to accept incompleteness in products.

When Pearl Love introduced its new range of body wash,consumers switched from using soaps,sold under the same brand,to its new body wash.As a result,the company experienced a sharp drop in its soap sales.This is best known as:

In crafting an advertising message,firms must focus more on making the advertisements entertaining and memorable rather than on providing a significant quantity of informative content.

Firms in industries characterized by increasing returns will use the objective of maximizing market share and a penetration pricing strategy.

Bundling products together can offer firms the advantage of switching costs.

Gemini Car Inc.buys car components from other manufacturers and assembles them into cars,which it sells under its own brand name.This is an example of:

While a maven with a valuable piece of information is likely to expose it to a great number and diversity of people,the connector is likely to convey the information to fewer people but in more detail.

Firms should always be racing to launch their products as early as possible.

Difficulty in transition between successfully selling to early adopters versus the early majority results in a chasm in the product's diffusion curve.

Companies that buy manufacturer's products in bulk,and then resell them (often in smaller or more diverse bundles) to other supply channel members are referred to as _____.

When movie star Rachel's troubled marriage came to the limelight,the sales of her line of clothes and perfumes escalated.This is an example of:

If a firm invests in continuous innovation and willingly cannibalizes its existing products with more advanced products,the firm can:

The Rocketingbusiness.com Web site offers large volumes of business research information for free.If the user is interested in more comprehensive information and business consultation,the site offers these services for a premium fee.This is typically an example of _____ pricing model.

In the context of Gladwell's theories,define the terms connectors,mavens,and salespersons.

Speeding Horse Inc.,the leader in the video game console market,is making its new generation consoles backward compatible with its previous games.This means that:

Which of the following is a disadvantage of using the Internet for advertising over other media?

Which of the following is true of innovators and early adopters?

A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

Which of the following is true of using marketing to shape perceptions and expectations?

When Blue Water publication releases professional books,it lends or donates a number of these new books to university libraries and professors.Which of the following strategies is the firm using to accelerate distribution?

Introduction

Sources of Innovation

Types and Patterns of Innovation

Standards Battles and Design Dominance

Timing of Entry

Defining the Organizations Strategic Direction

Choosing Innovation Projects

Collaboration Strategies

Protecting Innovation

Organizing for Innovation

Managing the New Product Development Process

Managing New Product Development Teams

Filters