Question 1

A good friend of yours wonders why you always seem to have the latest technology,long before anyone else.He then says,"I always want to wait until the bugs have been worked out.It saves me money and aggravation." Use diffusion of innovation theory to explain how you differ as consumers,and what this means to marketers.

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Question 2

Many car manufacturers have developed prototypes of alternative energy vehicles like hydrogen-fueled cars.When developing their marketing strategies,how can these firms use the diffusion of innovation curve in the early stages of product development?

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Question 3

Describe your actions (or someone you know)in a situation where you (or they)were an innovator in the diffusion of innovation curve.

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Question 4

Carmen is ready to launch her company's new product,a line of chocolate for diabetics,based on her instincts and knowledge from 30 years of marketing.Her staff is encouraging her to delay the launch until test marketing can be done.What are the advantages and disadvantages of each approach?

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Question 5

What is the difference between alpha testing and beta testing?

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Question 6

A year after expanding his celebrity golf photography business to include golf course photography,Chet decided it was time to evaluate results.What three interrelated factors will Chet consider when evaluating the success of his new product?

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Question 7

Using the diffusion of innovation theory,what factors contributed to the rapid adoption and success of Amazon.com?

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Question 8

Robin carefully studies her options before buying new products.She enjoys new things,especially electronic games,and is very knowledgeable about them.Other people often ask her opinion.In the diffusion of innovation curve,which category does Robin fit in?

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Question 9

Laura is about to launch a new product: herself! She is running for a local political office.First-time candidates quickly learn the importance of marketing.She has consulted with various experts,tested her campaign themes and messages with focus groups,and now is ready to do a full-scale product launch.Why is her product launch the most critical step? What will she need to do?

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Question 10

Respond to the statement "Create or die" from a new product innovation perspective.

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Question 11

Marketing is a dynamic practice.While you are watching your competitors,they are watching you.Assume that you have just redesigned a product that is in the maturity phase of the product life cycle and have identified some new market segments.How do you think your competitors will respond?

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Question 12

What is the difference between an innovator and an early adopter?

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Question 13

In new product development,what advantage do first movers have?

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Question 14

Describe a product that is in the early majority stage of the new product diffusion curve.

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Question 15

When they add products,services,and processes to their offerings,firms can create and deliver value more effectively by satisfying the changing needs of their current and new customers or by keeping customers from getting bored with the current product or service offering.How did Steve Jobs,the Apple company's founder and visionary leader,change the phone,camera,communication,and technology markets?

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Question 16

Why is it important for marketers to understand the product life cycle?

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Question 17

Think back to a time when you have said,"This is great idea.How come nobody thought of this before?" Assuming no one has thought of it before,what would be the first steps to take to develop a new product idea?

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Question 18

General Electric is developing a new magnetic resonance imaging (MRI)device to be marketed to family practice physicians.These new machines will be much smaller and less expensive than the existing MRI machines now in most hospitals.What factors will probably affect the diffusion of these new machines?

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Question 19

Many marketers think personal computers in the United States are in the maturity stage of the product life cycle.What does this mean for manufacturers of personal computers? What can they do about it?

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Question 20

Around 2006,hybrid cars moved from the early adopter to the early majority stage.What did this mean for marketers of hybrid cars?

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Quiz 12: Developing New Products