After a product has been launched, marketers must undertake a critical postlaunch review to determine whether the product and its launch were a success or failure and what additional resources or changes to the marketing mix are needed, if any. For a product that does move on, the firms can measure the success of the new product by interrelated factors that include all of the following except
chapter 12

Quiz
•
Mathematics
•
University
•
Hard
Theodore Harding
FREE Resource
28 questions
Show all answers
1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
its satisfaction of the firm’s financial requirements.
customer acceptance.
its satisfaction of performance.
its satisfaction of the firm’s manufacturing requirements.
its satisfaction of technical requirements.
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Inkjet printers were a big improvement over the dot-matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their
complexity.
relative advantage.
compatibility.
observability.
trialability.
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Alain is a sales representative for an established awnings manufacturer. Business is good, but he is concerned that the company has spent little on new product development and has not created a new product in over five years. Without new products, Alain can market his current products only to his current customers or
focus on concept testing.
diversify.
expand his early adopter market segment.
market the same products to similar customers.
intensify his prototyping.
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as
premarket testing.
prelaunch testing.
concept testing.
market testing.
alpha testing.
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
________ products that create new markets can add tremendous value to firms.
Reverse engineered
Prototype
New-to-the-world
Mature
Copycat
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Firms can measure the success of a new product by
fewer competitors in the market.
slow sales and low profits.
uneven performance.
satisfaction of its technical requirements.
customer reluctance to accept the product.
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Whenever Conrado considers upgrading his personal computer system, he consults with Navin, a knowledgeable friend who always has the newest technology. For Conrado, Navin is a(n) ________ in the diffusion of innovation curve.
innovator
late majority adopter
laggard
early majority adopter
early adopters
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