Chapter 12: Developing New Products
Laggards make up roughly ______ of the market.
16%
A company that develops a new merchandise tracking technology that automatically notifies suppliers when a new shipment is needed is using its new product to ______.
improve business relationships
When Burger King introduced the new Whopper Bar to a limited geographical area prior to a national launch, it was engaging in ______.
test marketing
What are the key characteristics of the growth stage of the product life cycle? (Choose every correct answer.)
Competitors increase Sales rise
Without innovation, what options would be available to firms? (Choose every correct answer.)
Continue to market current products to current customers Take current products to new markets
Product development entails a variety of processes and considerations to determine which aspects of a product or service?
Form and features
Which of the following industries are most likely to participate in a research consortium? (Choose every correct answer.)
High-tech Pharmaceuticals
Which of the following processes could be considered an acceptable method for generating ideas? (Choose every correct answer.)
Communicating with a firm's R&D department Conducting consumer research Researching competitors' products and services Brainstorming within the firm
True or False: New products must be targeted toward end consumers.
False
_______ are those buyers who want to be the first on the block to have a new product or service.
Innovators
Hightower Industries wants to be a pioneering firm in the robotics and artificial intelligence industry. Which strategy is the company most likely to pursue?
Invest heavily in research and development
Firms can highlight a product's relative advantage, which refers to which perception among consumers about the product?
It is better than its substitutes.
What objectives do firms have in adding new products, services, and processes to their offerings? (Choose every correct answer.)
To keep customers from getting bored with existing products To satisfy the changing needs of consumers
Adding new products is MOST likely to prompt consumers to purchase in which of the following industries?
Video games
Along the diffusion of innovation curve, _______ make up the second group of consumers to adopt an innovation; they tend to be leaders in a social setting.
early adopters
The early majority represents approximately ______ of the total consumer market and is crucial to the profitability of a product or service. Without them, the product or service will typically fail.
34%
While late to the party, the late majority category of consumers is still significant, making up roughly ______ of the total consumer market.
34%
Which of the following is a way by which risk can be diversified?
By creating a broader portfolio of products through innovation
After a new product is launched, what is the next step of the product development process?
Evaluation of results
What are key characteristics of the introduction stage? (Choose every correct answer.)
Profits are low Start-up costs are high
True or False: If market testing returns with positive results, the firm is then ready to introduce the product to the entire market, which is called a product launch.
True
Early ___________ are the category of consumers who begin to use a product or service immediately following innovators. (Remember to type only one word in each blank.)
adopters
When Subway introduced a new Southwestern Club sandwich in South Florida before launching it nationwide, it was engaging in ______.
test marketing
Product development or product design entails a process of balancing which types of considerations? (Choose every correct answer.)
Manufacturing Marketing Engineering
______ defines the stages products move through as they enter, get established in, and ultimately leave the marketplace.
The product life cycle
The process by which the use of an innovation, whether it be a product or service, is spread throughout a market group over time and over various categories of adopters, is known as ______.
diffusion of innovation
Although there are numerous stages in the product development process, every firm starts to develop new products through ______ and then finishes with an evaluation of ______.
idea generation; results
In order to accurately evaluate the new product launch, marketers must undertake a critical ______ review to determine whether the product and its launch were a success or failure.
postlaunch
The ______ department can be considered an investment into a company's future, in which scientists work to solve problems and develop new ideas.
research and development
New product and service innovation is important because the longer a product or service exists in a given marketplace, the more likely that the market will become ______.
saturated
When a product is first launched during the introduction stage, sales are usually ______ and there are ______ competitors.
very low; essentially no
______ are consumers who like to avoid changes and rely on traditional products until they are no longer available.
Laggards
_________________ is an agreement through which one firm buys the rights to use the technology or ideas of another research-intensive firm.
Licensing
Some markets demand a higher frequency of new product releases than others. In which of the following markets do sales come from new products? (Choose every correct answer.)
Movies Video games Books
Firms need to continue to innovate because customer needs ______.
are constantly changing
Which of the following factors influence how rapidly a product will move through the product life cycle? (Choose every correct answer.)
How valuable the product is to the consumer How different the product is from other offerings in the market
In distinguishing between firm strategies for developing new products, a pioneer firm will be more likely to rely on its ______, whereas a follower firm will be more likely to ______ for ideas.
R&D department; scan the market
New products and services that consumers accept quickly will have a high ______ rate early in their product life cycles, which will accelerate the diffusion process across the various stages.
adoption
One advantage of product innovation is that a firm can expand into different product categories. The point of the risk ______ strategy is that if some products in one category are competing poorly, others in another category could be doing very well.
diversification
The ______ ___________of users representing approximately 34 percent of the population on the diffusion of innovation curve is crucial because few new products and services can be profitable until this large group buys them. (Enter one word in each blank.)
early majority
Usually, during the _______ stage of the product life cycle, the typical consumers are early adopters, and there are increases in the number of competitors.
growth
While the ______ is first to adopt the item, the ______ adopts next.
innovator; early adopter
Those consumers who enter the market for the first time during the decline stage are known as ______.
laggards
When the ________ majority of consumers enters the market, the market has already reached its full market potential.
late
True or False: Managers can use the product life cycle model to help predict what pricing, product, promotional, and placement strategies they should employ at each of the four stages.
True, Even though the product life cycle model cannot identify exactly where a given product is in its life cycle, the model is fairly predictive of consumer needs and behaviors.
What might a concept include along with a brief written description of the product? (Choose every correct answer.)
Firms expect that a few highly successful products will cover the costs of the entire R&D effort.
The product development process can be diagrammed as a sequential process. Place the stages in order, with the first stage at top.
Idea generation, concept testing, product development, market testing, product launch, evaluation of results
_________________ is the process by which ideas are transformed into new products and services that will help firms grow.
Innovation
What will happen to a firm if it continues to produce the same products in a saturated market?
It will eventually decline.
A firm that joins with other firms as well as government and educational institutions to research a costly new technology is participating in which of the following?
Research consortium
A ______________ is a written description of a product and its technology and is presented to potential buyers or users to obtain their reactions.
concept
___________ ________________ ___________ is the process by which the use of an innovation, whether a product or a service, spreads throughout a market group over time and over various categories of adopters. (Enter one word in each blank.)
diffusion of innovation
In terms of their place on the diffusion of innovation curve, innovators are the ______ category of consumers.
first
During the decline stage of the product life cycle, ______ who have not yet tried the product or service will be entering the market for the first time.
laggards
When the ______________ majority of consumers enters the market, the market has already reached its full market potential.
late
In a ______ agreement companies buy the rights to use technologies from another company.
licensing
A good or service may pass through many stages as it establishes itself in the marketplace. Marketing managers refer to this as the product _________ cycle.
life
During the ______ stage of the product life cycle, the market for the product usually becomes saturated.
maturity
The ____________ stage of the product life cycle is characterized by the adoption of the product by the late majority and good profitability. (Remember to type only one word in the blank.)
maturity
If a firm has positive results from market testing, the next step will be the __________ ___________
product launch
The problem with using the product life cycle concept is that no one can predict the shape that the product's life cycle will take; therefore, it is impossible to know ______.
which stage the product is in
The Apple iPod was readily accepted by consumers in part because it was an easy way to listen to music anywhere, with substantial improvements over portable CD players. This is an example of a relative ___________ within the diffusion process.
advantage
___________ generation refers to the first stage in the process by which firms develop a new product.
Idea