Marcellis is a product manager for a major electronics company. His current project is the development and introduction of a new smartphone. Since there are a number of smartphones currently out on the market, Marcellis is concerned about product failure. Currently, Marcellis and his team are in the screening phase of the new product development process. Has his team already passed that phase that is best able to measure the product failure concern?
A) Yes, the best phase is the idea screening phase.
B) Yes, the best phase is the concept testing phase.
C) No, the best phase is the business analysis phase.
D) Yes, the best phase is the test marketing phase.
E) No, the best phase is the test marketing phase.

Question

Quizplus · Accepted Answer

The test marketing phase, which comes after the screening, concept testing, and business analysis phases, is the best phase to measure product failure concern because it involves launching the product in a limited market to gauge consumer response before a full-scale launch.

Marcellis Is a Product Manager for a Major Electronics Company