Question 1 Relying on customer feedback is: always important most importa

    Question 1
    Relying on customer feedback is:

    always important
    most important when developing radical innovations
    most important in turbulent markets
    most important when developing incremental innovations
    most important when competitive intensity is low

    Question 2
    %u201CTechnology push%u201D refers to those situations in which:

    the product is released early to innovators
    technological uncertainty prevents the product%u2019s release
    the target market is a well defined group of %u201Ctechies%u201D
    the product is vulnerable to obsolescence
    R&D is the prime mover behind innovation and marketing efforts

    Question 3
    Responsiveness to market intelligence involves all of the following except:

    selection of target markets
    development of products/services that address customer needs
    positioning products in a way that produces both customer satisfaction and customer loyalty
    commitment to execution
    providing feedback to customers

    Question 4
    The Kano concept:

    is a planning approach that links customer requirements competitive data and design parameters
    uses the voice of the customer to ensure a tight correlation between customer needs and product design specifications
    is a graphical representation between types of product attributes and levels of customer satisfaction (dissatisfaction)
    reduces design time by 40 percent and design costs by 60 percent
    identifies the types of attributes that must be present in order to ensure the product is functional
    Question 5
    Technology enthusiasts are also known as:

    geeks
    early adopters
    innovators
    technovators
    risk-takers
    Question 6
    To be successful small high-tech companies must:

    have access to substantial capital
    be more flexible than their larger competitors
    have patent protection
    engage in expeditionary marketing
    be market pioneers
    Question 7
    ___________ should perform observational studies.

    cross disciplinary teams
    anthropologists
    product development engineers
    marketing researchers
    product managers
    Question 8
    All of the following are characteristics of incremental innovation except:

    R&D invention in the lab
    extension of existing product or process
    firms use standard marketing research tools
    product characteristics well defined
    customer pull
    Question 9
    Which of the following is most useful for developing information that might lead to breakthrough products?

    survey research
    focus groups
    conjoint studies
    customer visit programs
    concept tests
    Question 10
    ___________ are the costs incurred by a customer that makes it costly or risky to change to a competing vendor%u2019s products.

    transaction costs
    transfer costs
    loyalty costs
    conversion costs
    switching costs
    Question 11
    What are the stages in the purchase process?

    problem recognition information search alternative evaluation purchase decision post-purchase dissonance
    problem recognition information search alternative evaluation purchase decision post-purchase evaluation
    SWOT analysis information search alternative evaluation purchase decision post-purchase evaluation
    problem recognition information search purchase decision post-purchase evaluation
    problem recognition criteria definition information search alternative evaluation purchase decision post-purchase evaluation
    Question 12
    With respect to radical and incremental innovation which of the following is true?

    incremental innovations deal specifically with high-tech products
    radical innovations are extensions of existing products
    radical innovations are characterized as demand-driven markets
    each type of innovation requires a different type of marketing strategy to be successful in the marketplace
    %u201Cshadow%u201D products are viewed by customers as radical and by suppliers as incremental
    Question 13
    ___________ are the set of skills at which a company excels.

    managerial experiences
    innovative strategies
    core competencies
    intangibles
    technologies
    Question 14
    Which of the following is not an organizational barrier to being market-oriented?

    people%u2019s tendency to hoard information
    core rigidities within the firm that lead to discounting customer feedback
    ) the tyranny of the served market
    ) customers%u2019 natural inability to envision new technological solutions
    ) none of the above (in other words a%u2013d are all organizational barriers to being market-oriented)
    Question 15
    The starting point for strategic market planning is:

    identification of opportunities
    definition of mission and goals
    identification of markets in which the firm will compete
    definition of the profit dynamic
    SWOT analysis
    Question 16
    Competitor analysis should focus on:

    direct competitors
    the entire industry
    the focal industry and related industries
    capturing primary data about current and potential competitors
    all of the above
    Question 17
    The notion of cycle time excellence suggests that:

    firms should strive for the most sophisticated combination of attributes when designing technological breakthroughs because the first adopters of new
    technology are the most technologically sophisticated
    companies trade off cycle time against costs (in other words faster cycles times are typically more costly)
    companies that focus on cycle time excellence may find that competitors have beat them to market
    companies trade off cycle time against customer switching costs (in other words by getting to the market quickly customers face lower switching costs)
    companies may initially develop a product with a relatively basic combination of attributes in order to reach the market quickly; this initial product is then
    followed up with more sophisticated models
    Question 18
    A migration path:

    is an element of the bowling alley strategy
    starts with the beachhead
    helps the customer transition between product generations
    should be based on incremental improvements
    all of the above
    Question 19
    Strategy innovation is primarily concerned with:

    the strategic market planning process
    bringing a unique perspective to customer value creation
    developing innovative products
    entering new markets
    bringing new voices into the strategy formation process
    Question 20 Which of the following is not a particularly useful process for idea generation?

    surveys
    observations
    brainstorming
    focus groups
    depth interviews
    Question 21
    Addressing disagreements in a way that allows for both partners to have a stake in the outcome addresses both partners%u2019 needs simultaneously and is
    mutually beneficial to both is the definition of ___________.

    co-optation
    complementarity
    a horizontal alliance
    corporate governance
    integrative conflict resolution
    Question 22
    Which of the following is not identified as an insight from empathic design?

    work-arounds or ways that users have developed to cope with imperfect situations
    ways in which users have customized the product to their own needs
    unique usage situations for the product
    identification of what the high-tech company is technologically capable of delivering
    circumstances that prompt people to use a product or service
    Question 23
    Hewlett-Packard and Kodak jointly pursuing the digital photography market is an example of:

    relationship marketing
    a vertical partnership
    a complementary alliance
    a merger
    early supplier involvement
    Question 24
    In ___________ technology is a rapidly depreciating resource.

    turbulent markets
    slow-cycle industries
    fast-cycle industries
    B-to-B markets
    B-to-C markets

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