Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to advance directly to regional commercialization of the new product. In this instance, they are contemplating skipping the phase of the new-product development process.
A) screening
B) test marketing
C) product development
D) business analysis
E) idea generation

Question

Quizplus · Accepted Answer

Test marketing is the phase where a product is introduced to a limited market to evaluate its performance before a full-scale launch. Skipping this phase means moving directly to commercialization without this evaluation step.

Top Managers at Cincinnati Microwave Believe That They Have a Successful