76. Product-development costs rise substantially with each successive development stage, so screening is intended to drop poor ideas as early as possible. 77. A product idea is a possible product the company might offer to the market. 78. A product concept is an elaborated version of the idea expressed in consumer terms. 79. The more a tested concept resembles the final product or experience, the more dependable concept testing is. 80. Concept testing of prototypes is particularly easy with radically different, new-to-the-world products. Â Â
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