Exam 8: Product I: Innovation and New Product Development

Consumers must engage in a great amount of learning to use a(n) ________ because no similar product has ever been on the market.

Which of the following adjectives best describes products that would be classified as goods?

________ is the degree to which consumers find a new product or its use difficult to understand.

What category of consumer adopters would purchase a product when it is no longer considered new or different but before it is considered a necessity? Explain your answer.

We are more likely to purchase ________ under conditions of high involvement and ________ under conditions of low involvement.

A consumer doesn't have to learn anything new to use a(n) ________.

Is marketing more about supplying benefits or attributes? Explain your answer.

Marketers classify innovations based on their ________.

The built-in, fold-down child seats, designed to replace traditional car seats and booster seats, such as those found in Chrysler minivans are an example of a ________.

________ is how visible a new product and its benefits are to others who might adopt it.

A convergence is a type of discontinuous innovation.

In which stage of the consumer's adoption of a new product does the purchase actually take place?

Laggards tend to be in a higher social class than consumers in other adopter categories.

Marketers classify innovations into three categories based on their degree of newness. Explain these categories, identifying the role the consumer has in each.

How are processed materials different from raw materials?

Explain why marketers need to understand the views of consumers in dealing with the compatibility and complexity of innovations.

The more innovative a new product is, the more quickly it will spread throughout a population.

Tony wanted to buy a pair of binoculars, but not just any brand. He wanted to buy a pair of Steiner Nighthunters, just like the pair he had learned about in his newest copy of Peter's Hunt Magazine. He had to visit five different sporting goods stores before he found this brand. For Tony, the Steiner Nighthunter is an example of a(n) ________.

It's usually easier to convince customers to adopt a continuous innovation than a discontinuous innovation.

Bossa Nova founder and CEO Alton Johnson was fascinated with the fruits of Brazil, a fascination that led him to develop juices with these new fruit flavors for the American market. Johnson's interest in Brazilian fruits is an example of ________.