Deck 9: Commercialization and Launch

Question 1

Pseudo-sales are one form of market testing.

Answer 1

True

Question 2

The only concern on actual launch day is whether or not the forecast calls for rain.

Answer 2

False

Question 3

One goal of market testing is to evaluate the marketing plan.

Answer 3

True

Question 4

A controlled sale does not involve the actual selling of a product.

Question 5

Test marketing is one way of doing a controlled sale.

Question 6

Early adopters are the first people that buy a new product.

Question 7

The early and late majority account for more than 50% of all people that will buy/adopt a new product.

Question 8

The inflection point on an s-curve suggests when sales start to increase at an exponential rate.

Question 9

Forecasting techniques available today allow for us to achieve 100% accuracy in our estimates.

Question 10

Announcement is the point at which the product is officially offered to the market and all decisions are finalized.

Question 11

One way to think of a pseudo sale market test is to consider it as:

A) A way to test your sales pitch
B) A way to secure initial sales
C) A way to promote your new product
D) A way to engage in speculative selling

Question 12

S-Curves were developed to understanding trends among _________ products.

A) Technology
B) Automotive
C) Fast-moving consumer goods (FMCG)
D) Healthcare

Question 13

The launch cycle consists of the following phases, except:

A) Prelaunch Preparation
B) Beachhead
C) Early Growth
D) All of these are phases of the launch cycle.

Question 14

Based on insights from the new-product adoption curve, marketers/firms should do whatever it takes to ensure that _________ are happy and satisfied.

A) Early majority
B) Late majority
C) Laggards
D) Innovators

Question 15

A _________ is used to control and monitor activities during the launch of a product.

A) Launch control protocol
B) New product launch strategy
C) Launch process strategy
D) Diffusion strategy

Question 16

Controlled-sale market testing using direct marketing techniques can be done using:

A) Mail-order catalogs
B) Trade shows
C) TV advertising
D) Personal selling

Question 17

New product forecasting is a key activity performed in the _________ stage.

A) Commercialization and launch
B) Technical development
C) Forecasting
D) Concept evaluation

Question 18

Based on insights from the new-product adoption curve, ________ are most likely to post product reviews on online platforms, such as YouTube.

A) Early majority
B) Late majority
C) Laggards
D) Innovators

Question 19

Which of the following characteristics facilitate adoption?

A) Reflect competitive advantage
B) Have compatibility with the customer's environment
C) Minimize complexity
D) All of these

Question 20

Which of the following is a possible outcome of the adoption process?

A) Active Rejection
B) Passive Adoption
C) Both A and B
D) None of the above