Deck 7: Understanding High-Tech Customers

Question 1

Which of the following statements about design is not correct?

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

Answer 1

C

Question 2

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

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

Answer 2

C

Question 3

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:

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

Answer 3

A

Question 4

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

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 5

Technology enthusiasts are also known as:

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

Question 6

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

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

Question 7

What are the stages in the purchase process?

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 8

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

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

Question 9

A beachhead:

A)is a market segment from which to attack the mainstream market
B)is part of the bowling alley strategy of market development
C)should be in the early majority stage of the market
D)a and b
E)all of the above

Question 10

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

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

Question 11

Which of the following is not one of the critical issues in assessing the motivations of customers to buy their products?

A)what affects customers' purchase decisions?
B)who is likely to buy?
C)what affects the timing of customers' purchase decisions?
D)which attributes do products have?
E)all of the above are

Question 12

A good beachhead requires that customers:

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 13

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

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 14

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:

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

Question 15

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

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

Question 16

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

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 17

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

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 18

Early majority buyers:

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 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:

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

Question 20

Important criteria on which to evaluate segment attractiveness include:

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

Question 21

When customers "leapfrog," they skip:

A)a generation of technology
B)from one technology to another
C)from one seller to another
D)from a basic product line to a full-featured product line
E)from one solution to another

Question 22

A migration path:

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 23

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

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

Question 24

____________ warrants migration assistance.

A)competitive intensity
B)customer uncertainty
C)incremental advances in technology
D)low buyer power
E)none of the above