MARKETING CH 12

Based on the description of the initial rollout of Google Glass in the case, which adopter group was Google likely targeting?

Innovators

Before researching customers, Dan Kim tests new flavors himself and with members of his staff. This is called

alpha testing.

Negative user comments about the way a Google Glass device looks while worn would be classified as a problem with which factor affecting product adoption speed?

compatibility

Dan Kim does a lot of customer research on his ideas for new products before actually making a prototype. In the new product development process, this stage is called

concept testing

As mentioned in the case, other companies besides Google are entering the wearable-technology market, leading to increases in sales and competition that might indicate that the market is moving to the ______ stage of the product life cycle.

growth

The new product development process starts with

idea generation.

Launching a series of successful new products to help Red Mango grow is largely due to Dan Kim's commitment to

innovation.

The case states that Google intended the limited initial rollout to be a beta test of Google Glass, meaning that the adopters were

potential consumers of Google Glass.

Once Dan Kim has successfully tested the concept for a new product, his next step would be

product development.

If the Snapchat initiative described in the case included studying a Google Glass device, taking it apart and trying to recreate the device with better appearance and a better set of features, this would be an example of

reverse engineering

In launching the new blended iced coffee, which of the following is does not need to be considered by Dan Kim?

testing