chapter 12

After a product has been launched, marketers must undertake a critical postlaunch review to determine whether the product and its launch were a success or failure and what additional resources or changes to the marketing mix are needed, if any. For a product that does move on, the firms can measure the success of the new product by interrelated factors that include all of the following except

• its satisfaction of the firm’s financial requirements.

• customer acceptance.

• its satisfaction of performance.

• its satisfaction of the firm’s manufacturing requirements.

• its satisfaction of technical requirements.

Inkjet printers were a big improvement over the dot-matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their

• complexity.

• relative advantage.

• compatibility.

• observability.

• trialability.

Alain is a sales representative for an established awnings manufacturer. Business is good, but he is concerned that the company has spent little on new product development and has not created a new product in over five years. Without new products, Alain can market his current products only to his current customers or

• focus on concept testing.

• diversify.

• expand his early adopter market segment.

• market the same products to similar customers.

• intensify his prototyping.

In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as

• premarket testing.

• prelaunch testing.

• concept testing.

• market testing.

• alpha testing.

________ products that create new markets can add tremendous value to firms.

• Reverse engineered

• Prototype

• New-to-the-world

• Mature

• Copycat

Firms can measure the success of a new product by

• fewer competitors in the market.

• slow sales and low profits.

• uneven performance.

• satisfaction of its technical requirements.

• customer reluctance to accept the product.

Whenever Conrado considers upgrading his personal computer system, he consults with Navin, a knowledgeable friend who always has the newest technology. For Conrado, Navin is a(n) ________ in the diffusion of innovation curve.

• innovator

• late majority adopter

• laggard

• early majority adopter

• early adopters

When Michaela began helping her favorite uncle Barton with his finances, she discovered her uncle was still renting a rotary-dial telephone from the phone company. Uncle Barton had paid thousands of dollars in rental fees over the previous 30 years. Uncle Barton is a(n) ________ in the diffusion of innovation process for telephones.

• laggard

• early adopter

• late majority

• early majority

• innovator

Rafael and Luisa live in the United States. Rafael recently asked for Luisa’s cell phone number, but Luisa said she didn’t own a cell phone. Luisa would probably be considered a(n) ________ in the diffusion of innovation process.

• late majority adopter

• early adopter

• innovator

• early majority adopter

• laggard

The diffusion of innovation theory focuses on

• the rate at which consumers are likely to adopt a new product or service.

• the geographic boundaries of innovation.

• the way a product moves through the product life cycle.

• the relationship between pioneer brands and imitators.

• the psychological traits of innovators.