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