Marketing of high technology products and innovations 3rd edition mohr test bank

Marketing Of High Technology Products And Innovations 3rd Edition Mohr Test Bank Visit to Download in Full: https://testbankdeal.com/download/marketing-of-high-techn ology-products-and-innovations-3rd-edition-mohr-test-bank/

Chapter 7: Understanding High-Tech Customers Mohr, Sengupta, Slater (3/e, 2010) Test Bank 7-1 Which of the following is not one of the critical issues in assessing the motivations of customers to buy their products? a. what affects customers’ purchase decisions? b. who is likely to buy? c. what affects the timing of customers’ purchase decisions? d. which attributes do products have? e. all of the above are Answer: d

Page: 231

Moderate

7-2 What are the stages in the purchase process? a. problem recognition, information search, alternative evaluation, purchase decision, post-purchase dissonance b. problem recognition, information search, alternative evaluation, purchase decision, post-purchase evaluation c. SWOT analysis, information search, alternative evaluation, purchase decision, postpurchase evaluation d. problem recognition, information search, purchase decision, post-purchase evaluation e. problem recognition, criteria definition, information search, alternative evaluation, purchase decision, post-purchase evaluation Answer: b 7-3 a. b. c. d. e.

a. b. c. d. e.

Moderate

Which of the following factors are not part of design thinking? human factors business factors design factors technology factors all of the above Answer: c

7-4

Page: 232

Page 234

Easy

Which of the following statements about design is not correct?

Good design does result in payoffs to business Design combines functionality and aesthetics Design is a multidisciplinary field based on applied art, technology, ethnography, and military strategy The Design Management Institute seeks to increase the awareness of design in business strategy None of the above Answer: c

Page 234

Moderate

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

7-5 a. b. c. d. e.

All of the following are values that design contributes to an organization except: differentiates product, brand, image by integrating aesthetics integrates internal business processes to deliver a better customer experience facilitates cultural change incorporates sustainability issues into products helps reduce cost of materials Answer: e

Page 234

Moderate

7-6 In the context of evaluation and adoption of innovations, ____________ refers to the benefits of adopting new technology compared to the costs. a. relative advantage b. complexity c. compatibility d. trialability e. observability Answer: a 7-7

Page: 236

Easy

Which of the following comprise the influences on the evaluation and adoption of innovations? a. benefits provided, compatibility, complexity, trialability, observability b. relative advantage, usability, complexity, trialability, observability c. relative advantage, compatibility, importance, trialability, observability d. benefits provided, compatibility, complexity, importance, observability e. relative advantage, compatibility, complexity, trialability, observability Answer: e

Page: 236

Moderate

7-8 Technology enthusiasts are also known as: a. geeks b. early adopters c. innovators d. technovators e. risk-takers Answer: c

Page: 240

Easy

7-9 Early majority buyers: a. are very price sensitive and need highly reliable solutions b. want proven applications, reliable service, and results c. seek substantial performance improvements relative to current solutions d. tend to be skeptical about the value of innovations e. are quite risk averse Answer: b

Page: 241

Challenging

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

7-10

Which of the following is essential to generating a sale from an early majority buyer? a. low price b. high levels of promotion c. vision of achievement of a revolutionary breakthrough d. reference from a trusted colleague e. all of the above Answer: d

7-11

Moderate

Page: 241

Moderate

A group of customers who will tolerate initial glitches, appreciate technology for its own sake, provide early revenue for marketers, and work with technical personnel to work on alpha/beta test versions of a product are: a. innovators b. early adopters c. early majority d. late majority e. laggards Answer: a

7-14

Page: 241

A group of customers that is willing to adopt revolutionary changes in the way they do business, that communicate across industry boundaries, and require customized solutions to their business’s needs are: a. innovators b. early adopters c. early majority d. late majority e. laggards Answer: b

7-13

Moderate

A group of customers that want proven applications and reliable service, and are apt to buy only when other companies within their industry have already adopted a particular technology solution is: a. innovators/enthusiasts b. early adopters/visionaries c. early majority/pragmatists d. late majority/conservatives e. laggards/skeptics Answer: c

7-12

Page: 241

Page: 241

Moderate

Which of the following is not true with respect to marketing to the pragmatists? a. focusing on the whole product solution is vital b. working with partners can fill in gaps in the solution c. engineering brilliance is rewarded d. engineers should focus more on customer service than on engineering

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

e. reference other adopters in the industry, as well as the availability of competitive solutions, is reassuring to a pragmatist Answer: c 7-15 a. b. c. d. e.

Moderate

Page: 243

Moderate

A beachhead: a. is a market segment from which to attack the mainstream market b. is part of the bowling alley strategy of market development c. should be in the early majority stage of the market d. a and b e. all of the above Answer: e

7-18

Page: 243

The “chasm” between the early adopters and the early majority market is primarily due to: a. capital constraints b. poor understanding of the needs of the early majority c. the lack of credible references for early majority buyers d. competition e. early majority buyers wanting additional features Answer: c

7-17

Moderate

A crucial strategy for “crossing the chasm” is to: add additional features provide customized products reduce price substantially sell product line extensions to current customers offer a complete, end-to-end solution to the customer’s needs Answer: e

7-16

Pages: 241

Pages: 244

Moderate

A good beachhead requires that customers: a. have the ability to purchase similar products from competitors b. have a single, compelling reason to buy that will improve productivity on a critical success factor c. come from many different vertical market segments d. have many different options in what the “whole product solution” looks like e. who buy the new technology will be able to change the competitive rules in their own industry Answer: b

Pages: 244

Moderate

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

7-19

The ___________ is the period when the general marketplace switches over to the new technology. a. chasm b. bowling alley c. tornado d. beachhead e. main street Answer: c

7-20

Moderate

Page: 259

Easy

Tools that can help a company with its positioning strategies are: a. conjoint analysis b. regression analysis c. multi-attribute models d. perceptual maps e. c and d Answer: e

7-23

Page: 252-253

When customers “leapfrog,” they skip: a. a generation of technology b. from one technology to another c. from one seller to another d. from a basic product line to a full-featured product line e. from one solution to another Answer: a

7-22

Moderate

Important criteria on which to evaluate segment attractiveness include: a. size, growth rate, competitive intensity, ability to address segment needs b. size, growth rate, competitive intensity, product line c. size, growth rate, supplier power, ability to address segment needs d. size, threat from substitutes, competitive intensity, ability to address segment needs e. size, threat from substitutes, supplier power, competitive intensity Answer: a

7-21

Page: 248

Page: 254

Moderate

A migration path: a. is an element of the bowling alley strategy b. starts with the beachhead c. helps the customer transition between product generations d. should be based on incremental improvements e. all of the above Answer: c

Page: 259

Easy

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

7-24

____________ warrants migration assistance. a. competitive intensity b. customer uncertainty c. incremental advances in technology d. low buyer power e. none of the above Answer: b

Page: 196

Moderate

Test Bank Mohr, Sengupta, and Slater 3/e Chapter 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall