71) For products designed for business markets, market testing is ________.
A) identical to the testing in B2C market
B) smaller in scope and involves fewer individuals and companies
C) larger in scope and involves more individuals and companies
D) insignificant in the new-product development process
E) not conducted for sustainable innovations
72) Which of the following helps clarify the basic operationalization of a product during product
testing, such as the physical characteristics and features?
A) alpha testing
B) beta testing
C) business case analysis
D) innovation diffusion process
E) concept testing
73) The rate at which new products become accepted is known as the ________ process.
A) variance
B) sensitivity
C) adoption
D) steering
E) diffusion
74) An individual moves through five stages before adopting a product. The five stages include
all of the following EXCEPT ________.
A) awareness
B) interest
C) validation
D) evaluation
E) adoption
75) An individual purchases a product for the purpose of making a value decision. He or she is in
the ________ stage of the product adoption process.
A) awareness
B) interest
C) trial
D) evaluation
E) adoption
76) ________ is the focus of a product launch marketing plan, because if you can get consumers
to use the product once, you can win them over with superior product design, features, and value.
A) Adoption
B) Trial purchase
C) Interest
D) Evaluation
E) Awareness
77) The innovation diffusion process is how long it takes a product to move from ________.
A) introduction to growth
B) awareness to interest
C) trial to adoption
D) first purchase to last purchase
E) growth to maturity
78) An individual moves through stages before adopting a product. During the interest stage,
consumers ________.
A) evaluate the product for trial purchase
B) purchase the product for the purpose of making a value decision
C) seek out added information about a product for further evaluation
D) feel, see, and touch the product
E) purchase the product with the intent of becoming a dependable user
79) An individual moves through stages before adopting a product. During the awareness stage,
consumers ________.
A) find they have a passion for the product
B) receive additional information and be motivated to seek out added information for further
evaluation
C) know of the product, but have insufficient information to move forward through the adoption
process
D) purchase the product for the purpose of making a value decision
E) purchase the product with the intent of becoming a dependable user
80) During the evaluation stage of the product adoption process, consumers ________.
A) seek out information to further define the product
B) get to know of the product, but have insufficient information to move forward through the
adoption process
C) purchase the product for the purpose of making a value decision
D) combine all information and assess the product for trial purchase
E) purchase the product with the intent of becoming a dependable user
81) During which stage do consumers purchase a product with the intent of becoming a
dependable user?
A) awareness
B) adoption
C) trial
D) evaluation
E) interest
82) Among the five groups of adopters, product avoiders who want to evade adoption as long as
possible are known as ________.
A) early adopters
B) the early majority
C) innovators
D) the late majority
E) laggards
83) ________ are product enthusiasts who enjoy being the first to try and master a new product.
A) Innovators
B) Early adopters
C) Early majority
D) Late majority
E) Laggards
84) Among the five groups of adopters, laggards are people who ________.
A) enjoy being the first to try and master a new product
B) put off purchasing until there is no other option
C) are price-sensitive and look for simplified products
D) seek out new products consistent with their personal self-image
E) are willing to pay the premium price for a product
85) Which group of adopters include prime candidates for beta testing and represent a good
source of feedback late in the product development process or early in the product launch phase?
A) innovators
B) laggards
C) early adopters
D) late majority
E) early majority
86) Product followers who purchase older generation models with lower prices and fewer
features are called ________.
A) laggards
B) early adopters
C) innovators
D) the late majority
E) the early majority
87) Among the five groups of adopters, which group is considered critical to long-term success?
A) laggards
B) early adopters
C) late majority
D) innovators
E) early majority
88) Explain the four categories of consumer goods and give an example of each.
89) Explain the difference between a product line and a product mix, Give an example of each.
90) Choose a product and explain how it moves through the product life cycle. Include the
objective of each phase, the targeted customers, and product strategies.
91) When consumer product market tests are created, what four key decisions must be made, and
why?