A) market uncertainty.
B) competitive volatility.
C) technological uncertainty.
D) unit one cost.
E) network externalities.
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A) unit-one costs.
B) creative destruction.
C) supply and demand.
D) tradeability problems.
E) knowledge spillovers.
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A) Identify six strong market segments and pursue all equally.
B) Develop a position statement that clearly illustrates the value proposition for the product and identify target markets accordingly.
C) Quickly secure advertising spots in the journals with the highest readership.
D) Decide to price the product using the cost-pricing method.
E) Collect market research to identify key trade shows.
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A) the rigorous test of the viability of a new technology
B) customer reactions to a new technology
C) the point where engineers and marketers share a common perspective
D) the investment of sunk dollars into marketing a new product
E) each interaction with a customer that either strengthens or undermines the relationship
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A) A text messaging company founded in a small town determines it has no competition because there are no other text messaging companies near-by.
B) An established software company that believes start-ups pose no threat.
C) A company that sells music devices such as the iPod or MP3 players believes cell phones will not affect their sales.
D) None of the above are examples of market myopia.
E) All of the above are examples of market myopia.
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A) A successful mail-based video company increases the volume of mail for FedEx.
B) A ring-tone and "wallpaper" company generates work for graphic designers and musicians.
C) A cell phone company's platform is so successful that developers of cell phone accessories and innovative software build on that platform.
D) A software company upgrades programs every few years and offers the upgrades to past customers for a fee.
E) All of the above are examples of indirect network externalities.
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A) superior functional performance over "old" technology
B) "supply side" market
C) development led by marketing
D) specific market opportunity or need of only secondary concern
E) technology push
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A) Disruptive innovations typically appeal to customers at the lower end of the market.
B) Disruptive innovations help a company to target demanding,high-end customers.
C) Many established companies often underestimate the competitive threat disruptive innovations pose.
D) Disruptive innovations can be found in product,process,and business strategy innovations.
E) a and d are both FALSE
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A) low cost production
B) consumer involvement
C) customers clearly defined
D) "supply-side" market
E) wide customer base; speedy adoption
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A) Radical,disruptive,and incremental
B) Corporate,departmental,and individual
C) Competitive,customer,and corporate
D) Strategic,functional,and tactical
E) Product,price,promotion,distribution
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A) which segments of the market to target.
B) how to position against competitors.
C) which trade shows to attend.
D) how to coordinate the marketing department with the R&D department.
E) how to measure the success of marketing efforts.
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A) They restrict customer options,enhancing the odds that a firm will gain sales.
B) Standards reduce customer fear,uncertainty,and doubt,and thus,can help to grow the market,which is particularly important for products with network externalities.
C) The availability of complementary products is large determined by the number of competitors in an industry.
D) Because intellectual property rights are difficult to enforce.
E) All of the above.
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A) Each company believes that its concept is superior.
B) One company believes that its strong brand name will deliver it to the top.
C) Competing companies are unwilling to share intellectual property with each other.
D) Once willing to share trade secrets,companies cannot agree on how much that information is worth.
E) All of the above exemplify the difficulty in arriving at industry standards.
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A) the product is released early to innovators.
B) technological uncertainty prevents the product's release.
C) the target market is a well defined group of "techies."
D) the product is vulnerable to obsolescence.
E) R&D is the prime mover behind innovation and marketing efforts and thoughts about a specific market segment are only secondary.
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