A new-product idea moves through the early stages of the life cycle more quickly when it has all the following characteristics EXCEPT:
A) the product is easy to use.
B) the product can be tried on a limited basis, without a lot of risk to the customer.
C) the product has no competitive advantage over those already in the market.
D) the product is compatible with the values and experiences of target customers.
E) the product's advantages are easy to communicate.

Question

Quizplus · Accepted Answer

The statement mentions that a new-product idea moves through the early stages of the life cycle more quickly with the given characteristics. All the options except C are positive characteristics that help the product move through early stages quickly. However, if the product has no competitive advantage over those already in the market, it might take longer for the product to gain customer attention and move through the early stages of the life cycle. Therefore, option C is the correct answer.

A New-Product Idea Moves Through the Early Stages of the Life