Question 1

Important criteria on which to evaluate segment attractiveness include:

Accepted Answer

A) size,growth rate,competitive intensity,ability to address segment needs 
B) size,growth rate,competitive intensity,product line 
C) size,growth rate,supplier power,ability to address segment needs 
D) size,threat from substitutes,competitive intensity,ability to address segment needs 
E) size,threat from substitutes,supplier power,competitive intensity 
A) size,growth rate,competitive intensity,ability to address segment needs 
B) size,growth rate,competitive intensity,product line 
C) size,growth rate,supplier power,ability to address segment needs 
D) size,threat from substitutes,competitive intensity,ability to address segment needs 
E) size,threat from substitutes,supplier power,competitive intensity A

Question 2

A group of customers that is willing to adopt revolutionary changes in the way they do business,that communicate across industry boundaries,and require customized solutions to their business's needs are:

Accepted Answer

A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards 
A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards B

Question 3

Technology enthusiasts are also known as:

Accepted Answer

A) geeks 
B) early adopters 
C) innovators 
D) technovators 
E) risk-takers 
A) geeks 
B) early adopters 
C) innovators 
D) technovators 
E) risk-takers C

Question 4

The ___________ is the period when the general marketplace switches over to the new technology.

Accepted Answer

A) chasm 
B) bowling alley 
C) tornado 
D) beachhead 
E) main street 
A) chasm 
B) bowling alley 
C) tornado 
D) beachhead 
E) main street

Question 5

A good beachhead requires that customers:

Accepted Answer

A) have the ability to purchase similar products from competitors 
B) have a single,compelling reason to buy that will improve productivity on a critical success factor 
C) come from many different vertical market segments 
D) have many different options in what the "whole product solution" looks like 
E) who buy the new technology will be able to change the competitive rules in their own industry 
A) have the ability to purchase similar products from competitors 
B) have a single,compelling reason to buy that will improve productivity on a critical success factor 
C) come from many different vertical market segments 
D) have many different options in what the "whole product solution" looks like 
E) who buy the new technology will be able to change the competitive rules in their own industry

Question 6

A crucial strategy for "crossing the chasm" is to:

Accepted Answer

A) add additional features 
B) provide customized products 
C) reduce price substantially 
D) sell product line extensions to current customers 
E) offer a complete,end-to-end solution to the customer's needs 
A) add additional features 
B) provide customized products 
C) reduce price substantially 
D) sell product line extensions to current customers 
E) offer a complete,end-to-end solution to the customer's needs

Question 7

The "chasm" between the early adopters and the early majority market is primarily due to:

Accepted Answer

A) capital constraints 
B) poor understanding of the needs of the early majority 
C) the lack of credible references for early majority buyers 
D) competition 
E) early majority buyers wanting additional features 
A) capital constraints 
B) poor understanding of the needs of the early majority 
C) the lack of credible references for early majority buyers 
D) competition 
E) early majority buyers wanting additional features

Question 8

Which of the following is not true with respect to marketing to the pragmatists?

Accepted Answer

A) focusing on the whole product solution is vital 
B) working with partners can fill in gaps in the solution 
C) engineering brilliance is rewarded 
D) engineers should focus more on customer service than on engineering 
E) reference other adopters in the industry,as well as the availability of competitive solutions,is reassuring to a pragmatist 
A) focusing on the whole product solution is vital 
B) working with partners can fill in gaps in the solution 
C) engineering brilliance is rewarded 
D) engineers should focus more on customer service than on engineering 
E) reference other adopters in the industry,as well as the availability of competitive solutions,is reassuring to a pragmatist

Question 9

A group of customers who will tolerate initial glitches,appreciate technology for its own sake,provide early revenue for marketers,and work with technical personnel to work on alpha/beta test versions of a product are:

Accepted Answer

A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards 
A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards

Question 10

Which of the following comprise the influences on the evaluation and adoption of innovations?

Accepted Answer

A) benefits provided,compatibility,complexity,trialability,observability 
B) relative advantage,usability,complexity,trialability,observability 
C) relative advantage,compatibility,importance,trialability,observability 
D) benefits provided,compatibility,complexity,importance,observability 
E) relative advantage,compatibility,complexity,trialability,observability 
A) benefits provided,compatibility,complexity,trialability,observability 
B) relative advantage,usability,complexity,trialability,observability 
C) relative advantage,compatibility,importance,trialability,observability 
D) benefits provided,compatibility,complexity,importance,observability 
E) relative advantage,compatibility,complexity,trialability,observability

Question 11

Which of the following factors are not part of design thinking?

Accepted Answer

A) human factors 
B) business factors 
C) design factors 
D) technology factors 
E) all of the above 
A) human factors 
B) business factors 
C) design factors 
D) technology factors 
E) all of the above

Question 12

Early majority buyers:

Accepted Answer

A) are very price sensitive and need highly reliable solutions 
B) want proven applications,reliable service,and results 
C) seek substantial performance improvements relative to current solutions 
D) tend to be skeptical about the value of innovations 
E) are quite risk averse 
A) are very price sensitive and need highly reliable solutions 
B) want proven applications,reliable service,and results 
C) seek substantial performance improvements relative to current solutions 
D) tend to be skeptical about the value of innovations 
E) are quite risk averse

Question 13

Tools that can help a company with its positioning strategies are:

Accepted Answer

A) conjoint analysis 
B) regression analysis 
C) multi-attribute models 
D) perceptual maps 
E) c and d 
A) conjoint analysis 
B) regression analysis 
C) multi-attribute models 
D) perceptual maps 
E) c and d

Question 14

Which of the following is essential to generating a sale from an early majority buyer?

Accepted Answer

A) low price 
B) high levels of promotion 
C) vision of achievement of a revolutionary breakthrough 
D) reference from a trusted colleague 
E) all of the above 
A) low price 
B) high levels of promotion 
C) vision of achievement of a revolutionary breakthrough 
D) reference from a trusted colleague 
E) all of the above

Question 15

A migration path:

Accepted Answer

A) is an element of the bowling alley strategy 
B) starts with the beachhead 
C) helps the customer transition between product generations 
D) should be based on incremental improvements 
E) all of the above 
A) is an element of the bowling alley strategy 
B) starts with the beachhead 
C) helps the customer transition between product generations 
D) should be based on incremental improvements 
E) all of the above

Question 16

Which of the following statements about design is not correct?

Accepted Answer

A) Good design does result in payoffs to business 
B) Design combines functionality and aesthetics 
C) Design is a multidisciplinary field based on applied art,technology,ethnography,and military strategy 
D) The Design Management Institute seeks to increase the awareness of design in business strategy 
E) None of the above 
A) Good design does result in payoffs to business 
B) Design combines functionality and aesthetics 
C) Design is a multidisciplinary field based on applied art,technology,ethnography,and military strategy 
D) The Design Management Institute seeks to increase the awareness of design in business strategy 
E) None of the above

Question 17

What are the stages in the purchase process?

Accepted Answer

A) problem recognition,information search,alternative evaluation,purchase decision,post-purchase dissonance 
B) problem recognition,information search,alternative evaluation,purchase decision,post-purchase evaluation 
C) SWOT analysis,information search,alternative evaluation,purchase decision,post-purchase evaluation 
D) problem recognition,information search,purchase decision,post-purchase evaluation 
E) problem recognition,criteria definition,information search,alternative evaluation,purchase decision,post-purchase evaluation 
A) problem recognition,information search,alternative evaluation,purchase decision,post-purchase dissonance 
B) problem recognition,information search,alternative evaluation,purchase decision,post-purchase evaluation 
C) SWOT analysis,information search,alternative evaluation,purchase decision,post-purchase evaluation 
D) problem recognition,information search,purchase decision,post-purchase evaluation 
E) problem recognition,criteria definition,information search,alternative evaluation,purchase decision,post-purchase evaluation

Question 18

In the context of evaluation and adoption of innovations,____________ refers to the benefits of adopting new technology compared to the costs.

Accepted Answer

A) relative advantage 
B) complexity 
C) compatibility 
D) trialability 
E) observability 
A) relative advantage 
B) complexity 
C) compatibility 
D) trialability 
E) observability

Question 19

A group of customers that want proven applications and reliable service,and are apt to buy only when other companies within their industry have already adopted a particular technology solution is:

Accepted Answer

A) innovators/enthusiasts 
B) early adopters/visionaries 
C) early majority/pragmatists 
D) late majority/conservatives 
E) laggards/skeptics 
A) innovators/enthusiasts 
B) early adopters/visionaries 
C) early majority/pragmatists 
D) late majority/conservatives 
E) laggards/skeptics

Question 20

All of the following are values that design contributes to an organization except:

Accepted Answer

A) differentiates product,brand,image by integrating aesthetics 
B) integrates internal business processes to deliver a better customer experience 
C) facilitates cultural change 
D) incorporates sustainability issues into products 
E) helps reduce cost of materials 
A) differentiates product,brand,image by integrating aesthetics 
B) integrates internal business processes to deliver a better customer experience 
C) facilitates cultural change 
D) incorporates sustainability issues into products 
E) helps reduce cost of materials

Important criteria on which to evaluate segment attractiveness include:

A group of customers that is willing to adopt revolutionary changes in the way they do business,that communicate across industry boundaries,and require customized solutions to their business's needs are:

Technology enthusiasts are also known as:

The ___________ is the period when the general marketplace switches over to the new technology.

A good beachhead requires that customers:

A crucial strategy for "crossing the chasm" is to:

The "chasm" between the early adopters and the early majority market is primarily due to:

Which of the following is not true with respect to marketing to the pragmatists?

A group of customers who will tolerate initial glitches,appreciate technology for its own sake,provide early revenue for marketers,and work with technical personnel to work on alpha/beta test versions of a product are:

Which of the following comprise the influences on the evaluation and adoption of innovations?

Which of the following factors are not part of design thinking?

Early majority buyers:

Tools that can help a company with its positioning strategies are:

Which of the following is essential to generating a sale from an early majority buyer?

A migration path:

Which of the following statements about design is not correct?

What are the stages in the purchase process?

In the context of evaluation and adoption of innovations,____________ refers to the benefits of adopting new technology compared to the costs.

A group of customers that want proven applications and reliable service,and are apt to buy only when other companies within their industry have already adopted a particular technology solution is:

All of the following are values that design contributes to an organization except:

Marketing of High-Technology Products and Innovations

Strategic Market Planning in High-Tech Firms

Culture and Climate Considerations in High-Tech Companies

Market Orientation and Cross-Functional Marketing-Rd Interaction

Partnerships,alliances,and Customer Relationships

Marketing Research in High-Tech Markets

Technology and Product Management

Distribution Channels and Supply Chain Management in High-Tech Markets

Pricing Considerations in High-Tech Markets

Marketing Communication Tools for High-Tech Markets

Strategic Considerations in Marketing Communications

Strategic Considerations for the Triple Bottom Line in High-Tech Companies

Filters

Exam 7: Understanding High-Tech Customers

Important criteria on which to evaluate segment attractiveness include:

A group of customers that is willing to adopt revolutionary changes in the way they do business,that communicate across industry boundaries,and require customized solutions to their business's needs are:

Technology enthusiasts are also known as:

The ___________ is the period when the general marketplace switches over to the new technology.

A good beachhead requires that customers:

A crucial strategy for "crossing the chasm" is to:

The "chasm" between the early adopters and the early majority market is primarily due to:

Which of the following is not true with respect to marketing to the pragmatists?

A group of customers who will tolerate initial glitches,appreciate technology for its own sake,provide early revenue for marketers,and work with technical personnel to work on alpha/beta test versions of a product are:

Which of the following comprise the influences on the evaluation and adoption of innovations?

Which of the following factors are not part of design thinking?

Early majority buyers:

Tools that can help a company with its positioning strategies are:

Which of the following is essential to generating a sale from an early majority buyer?

A migration path:

Which of the following statements about design is not correct?

What are the stages in the purchase process?

In the context of evaluation and adoption of innovations,____________ refers to the benefits of adopting new technology compared to the costs.

A group of customers that want proven applications and reliable service,and are apt to buy only when other companies within their industry have already adopted a particular technology solution is:

All of the following are values that design contributes to an organization except:

Marketing of High-Technology Products and Innovations

Strategic Market Planning in High-Tech Firms

Culture and Climate Considerations in High-Tech Companies

Market Orientation and Cross-Functional Marketing-Rd Interaction

Partnerships,alliances,and Customer Relationships

Marketing Research in High-Tech Markets

Technology and Product Management

Distribution Channels and Supply Chain Management in High-Tech Markets

Pricing Considerations in High-Tech Markets

Marketing Communication Tools for High-Tech Markets

Strategic Considerations in Marketing Communications

Strategic Considerations for the Triple Bottom Line in High-Tech Companies

Filters