Marcellis Is a Product Manager for a Major Electronics Company

Multiple Choice

Marcellis is a product manager for a major electronics company. His current project deals with the development and introduction of a new smartphone. Since there are a number of smartphones currently out on the market, Marcellis is concerned about product failure. Currently, Marcellis and his team are in the screening phase of the new product development process. Has his team already passed the phase which is best able to measure the product failure concern?

A) Yes, the best phase is the idea generation phase.
B) Yes, the best phase is the concept testing phase.
C) No, the best phase is the concept testing phase.
D) Yes, the best phase is the test marketing phase.
E) No, the best phase is the test marketing phase.