Top managers at ABC Microwave believe they have a successful working prototype for their new product and plan to go directly to regional commercialisation of the new product.In this instance, they are contemplating skipping the __________ phase of the new-product development process.

Question

Quizplus · Accepted Answer

The test marketing phase is the phase where the product is launched in a limited geographical area to test the acceptance and demand for the product. Skipping this phase could result in potential failure if customers do not respond positively to the new product. The other phases (screening, product development, business analysis, and idea generation) are all necessary steps in the new-product development process that cannot be skipped.

Top Managers at ABC Microwave Believe They Have a Successful