When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n):
A) copycat.
B) innovator.
C) me-too imitator.
D) first mover.

Question

Quizplus · Accepted Answer

The company is creating a similar product and rushing it to market in response to a competitor's test marketing. This behavior is characteristic of a "me-too imitator," who seeks to follow the lead of successful products in the marketplace. An innovator would have already developed a unique product concept and would not be responding to a competitor's actions, and a first mover would have introduced the product before any competition emerged. A copycat is a synonym for a me-too imitator.

When a Company Becomes Aware That a New Product Is