Question 1

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

Accepted Answer

Gladwell identifies three distinct types of individuals who have disproportionate amount of influence: connectors,mavens,and salespersons.
Connectors are individuals who tend to form an exceptionally large circle of acquaintances.They belong to multiple social worlds.Thus,connectors can bring together people who would otherwise be unlikely to meet.
Mavens are individuals who are driven to obtain and disseminate knowledge about one or more of their interests.They will frequently volunteer information and derive great pleasure out of helping other consumers.
Finally,salespersons are those individuals who are naturally talented persuaders.Such individuals are gifted at providing verbal responses that their listener is likely to find compelling.These individuals can infect others with their mood.

Question 2

Cannibalization is the process by which a firm's sales of one product diminish due to a substitute product offering by a competitor.

Accepted Answer

A) True 
 B)False  False

Question 3

Genetech Inc.has produced a new generation of video game consoles.The new product can be used to run the games used in the previous generation of the video game console as well.In this context,Genetech is most accurately applying the concept of:

Accepted Answer

A)  backward integration. 
B)  backward compatibility. 
C)  backward linkage. 
D)  backward traceability. 
A)  backward integration. 
B)  backward compatibility. 
C)  backward linkage. 
D)  backward traceability. B

Question 4

When Pearl Love Inc.introduced its new range of bodywash,consumers switched from using its soaps,being sold under the same brand name,to using the bodywash.As a result,the company experienced a sharp drop in its soap sales.This scenario represents:

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 5

Which of the following statements 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 6

Firms can accelerate distribution of a new technology by bundling it with another product that is already in wide use.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

In marketing a new product to the late majority and laggards,a company should emphasize the advanced technological features of the new product.

Accepted Answer

A) True 
 B)False

Question 9

BioSense Prosthetics Inc.is a market leader in prosthetics and earns very high profits.The company has developed a computerized prosthetic arm and is trying to decide when to introduce it to the market.What options does it have?

Accepted Answer

One option is to withhold the computeriz

Question 10

Blue Water Publication Corp.is planning to sell its books solely through its Web site BlueWaterbooks.com.By doing so,it ceases to require wholesalers and retailers.This is most accurately an example of:

Accepted Answer

A)  disintermediation. 
B)  backward compatibility. 
C)  value added reselling. 
D)  bundling arrangement. 
A)  disintermediation. 
B)  backward compatibility. 
C)  value added reselling. 
D)  bundling arrangement.

Question 11

The Rocketingbusiness.com Web site offers large volumes of business research information for no cost.If a 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 12

When Pearl Soft Shampoo was released by Clary Laboratories Inc.in the late 1970s,it was an innovative hair care concept because it repaired split ends.Even though the new product was an improvement on the previous ones,Clary Laboratories entered the market with low prices and dealer incentives.Discuss the possible reasons for this marketing strategy.

Accepted Answer

When achieving high volume is important,

Question 13

When Green Water Publication publishes professional books,it donates or sends 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

Question 14

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

Frosty Products Inc.is coming out with a new type of computerized refrigerator with a flat panel display that accesses the Internet for recipes,nutrition information,etc.Which group (innovators,early adopters,early majority,late majority,or laggards)should the company target its promotion toward initially,and what type of message and medium should it use?

Accepted Answer

Not only are innovators and early adopte

Question 17

BioMark Lifesystems Inc.wanted to enhance the adoption of its new diagnostic substances by medical laboratories.It made an agreement with the dominant producer of syringes and test tubes to have its diagnostic substances sold to laboratories in a package along with the syringes and tubes.Such an arrangement is known as:

Accepted Answer

A)  sponsorship. 
B)  product modularity. 
C)  a bundling relationship. 
D)  disintermediation. 
A)  sponsorship. 
B)  product modularity. 
C)  a bundling relationship. 
D)  disintermediation.

Question 18

The value of a technological innovation is solely determined by what the technology can do.

Accepted Answer

A) True 
 B)False

Question 19

Firms intending to maximize market share typically use market skimming pricing strategy.

Accepted Answer

A) True 
 B)False

Question 20

Gerald Rupert is a retired race car driver.He is writing a book and planning a video release to share his racing experiences.He is trying to decide whether to market these items directly to consumers over the Internet or to use intermediaries.To make this decision,he needs to know the pros and cons of each route.Provide the necessary information and make a recommendation to him.

Accepted Answer

Gerald Rupert can sell the book and the

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

Cannibalization is the process by which a firm's sales of one product diminish due to a substitute product offering by a competitor.

Genetech Inc.has produced a new generation of video game consoles.The new product can be used to run the games used in the previous generation of the video game console as well.In this context,Genetech is most accurately applying the concept of:

When Pearl Love Inc.introduced its new range of bodywash,consumers switched from using its soaps,being sold under the same brand name,to using the bodywash.As a result,the company experienced a sharp drop in its soap sales.This scenario represents:

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

Firms can accelerate distribution of a new technology by bundling it with another product that is already in wide use.

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

In marketing a new product to the late majority and laggards,a company should emphasize the advanced technological features of the new product.

BioSense Prosthetics Inc.is a market leader in prosthetics and earns very high profits.The company has developed a computerized prosthetic arm and is trying to decide when to introduce it to the market.What options does it have?

Blue Water Publication Corp.is planning to sell its books solely through its Web site BlueWaterbooks.com.By doing so,it ceases to require wholesalers and retailers.This is most accurately an example of:

The Rocketingbusiness.com Web site offers large volumes of business research information for no cost.If a 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.

When Green Water Publication publishes professional books,it donates or sends a number of these new books to university libraries and professors.Which of the following strategies is the firm using to accelerate distribution?

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 _____.

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

The value of a technological innovation is solely determined by what the technology can do.

Firms intending to maximize market share typically use market skimming pricing strategy.

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

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

Cannibalization is the process by which a firm's sales of one product diminish due to a substitute product offering by a competitor.

Genetech Inc.has produced a new generation of video game consoles.The new product can be used to run the games used in the previous generation of the video game console as well.In this context,Genetech is most accurately applying the concept of:

When Pearl Love Inc.introduced its new range of bodywash,consumers switched from using its soaps,being sold under the same brand name,to using the bodywash.As a result,the company experienced a sharp drop in its soap sales.This scenario represents:

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

Firms can accelerate distribution of a new technology by bundling it with another product that is already in wide use.

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

In marketing a new product to the late majority and laggards,a company should emphasize the advanced technological features of the new product.

BioSense Prosthetics Inc.is a market leader in prosthetics and earns very high profits.The company has developed a computerized prosthetic arm and is trying to decide when to introduce it to the market.What options does it have?

Blue Water Publication Corp.is planning to sell its books solely through its Web site BlueWaterbooks.com.By doing so,it ceases to require wholesalers and retailers.This is most accurately an example of:

The Rocketingbusiness.com Web site offers large volumes of business research information for no cost.If a 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.

When Green Water Publication publishes professional books,it donates or sends a number of these new books to university libraries and professors.Which of the following strategies is the firm using to accelerate distribution?

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 _____.

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

The value of a technological innovation is solely determined by what the technology can do.

Firms intending to maximize market share typically use market skimming pricing strategy.

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