Question 1

A company utilizing a base-of-the-pyramid strategy will most likely succeed if they:

Accepted Answer

Developing new technologies to affordably solve the problems people living in extreme poverty face is a key strategy for succeeding with a base-of-the-pyramid approach, as it directly addresses the needs and challenges of this population.

Question 2

The supply chain perspective on technology suggests that:

Accepted Answer

The answer of The supply chain perspective on technology suggests...

Question 3

Which of the following statements does not accurately capture the contingency theory of high-technology marketing?

Accepted Answer

E is incorrect because in high-tech markets, especially with radical innovations, pricing strategies often do not focus on low pricing due to the high costs associated with research and development, production, and market introduction. Instead, pricing may reflect the innovation's value, uniqueness, and the investment made.

Question 4

With respect to radical and incremental innovation,which of the following is true?

Accepted Answer

Each type of innovation requires a different type of marketing strategy to be successful in the marketplace. This is because the target audience and consumer behavior can differ between radical and incremental innovations. Therefore, a tailored marketing approach is necessary for each type. The other options are incorrect: A is false as incremental innovation can apply to any product, B is false as radical innovation introduces entirely new products or services rather than extending existing ones, C is false as radical innovation can be both demand-driven and technology-driven, and E is false as process and product innovations can be either radical or incremental depending on how much change they bring to the market.

Question 5

Which of the following products would be most affected by the one-unit cost concept:

Accepted Answer

The one-unit cost concept is most relevant to digital products like downloadable music, where the cost of producing one additional unit is negligible compared to physical goods.

Question 6

All of the following are characteristics of incremental innovation,except:

Accepted Answer

Incremental innovation involves minor improvements or extensions to existing products or processes, rather than R&D inventions in the lab which would be classified as radical innovation. The other options listed (B, C, D, and E) are characteristics of incremental innovation.

Question 7

In high-tech transactions,it can be difficult to determine how much to charge for licensing rights to intellectual property.This situation is best described as one of:

Accepted Answer

Tradeability problems arise in high-tech transactions involving intellectual property because the value of such property is often difficult to quantify, making it challenging to determine appropriate licensing fees.

Question 8

Which of the following is not a characteristic of a radical/breakthrough innovation?

Accepted Answer

Development led by marketing is not a characteristic of radical/breakthrough innovation. The development of radical/breakthrough innovation is usually driven by technology push, where the innovators focus on creating new technologies and then finding applications for them rather than developing technology to specifically fulfill a market need.

Question 9

"Technology push" refers to those situations in which

Accepted Answer

"Technology push" refers to situations where R&D is the driving force behind innovation and marketing efforts, with less focus on a specific market segment. This approach can lead to products being developed without proper consideration of customer needs and preferences, potentially resulting in failure or obsolescence.

Question 10

In terms of a radical innovation,firms sometimes develop a product for which consumers weren't even aware they had a need.Which of the following is another characteristic of radical innovation?

Accepted Answer

Radical innovations often emerge from the "supply-side" of the market, meaning they are driven by technological advances or new processes developed by firms, rather than by existing consumer demand or needs that are already well-understood. These innovations can create entirely new markets or significantly disrupt existing ones.

Question 11

Which of the following about disruptive innovations is FALSE?

Accepted Answer

The answer of Which of the following about disruptive innovations...

Question 12

Despite the benefit of agreeing on an industry standard for new high-tech markets,companies often aren't able to agree on which company's technology should be the industry standard.Which of the following (reasons)best describe why companies can't agree?

Accepted Answer

All of the given reasons can contribute to the difficulty in arriving at industry standards. Each company believes in their own superiority, brand name is important, intellectual property may not be shared, and there may be disagreements about the value of information shared.

Question 13

A company has developed a new type of sophisticated software for file-swapping data-intensive videos over the Internet in a compressed format.  After registering the purchase of the software, and user can immediately download it.  This scenario best highlights which feature of high-tech markets?

Accepted Answer

Unit-one costs are the costs of producing the first unit of a good or service. In this case, the unit-one cost of the software is the cost of developing it. This cost is high because the software is sophisticated and data-intensive.

Question 14

The contingency theory of high-technology marketing specifically states that:

Accepted Answer

Technology marketing emphasizes the importance of selecting the appropriate marketing tool to match the specific type of innovation. This can help to increase the chances of success in the market.

Quiz 1: Marketing of High-Technology Products and Innovations