Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to go 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 small-scale launch of the product is done in a specific region to gauge consumer response and make necessary adjustments before a full-scale commercial launch. Since the managers are planning to go directly to regional commercialization, they are skipping the test marketing phase.

Top Managers at Cincinnati Microwave Believe That They Have a Successful