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51) During the technical development phase of the new product development process, a physical version of the product is developed; it is called a ________. A) test market B) focus group C) business analysis D) product concept E) prototype 52) The need to apply for a patent would most likely arise during which phase of new product development? A) business analysis B) technical development C) test marketing D) strategy development E) product proposal 53) One of the advantages of test marketing is ________. A) the low cost B) the ability to keep information from falling into competitors’ hands C) the opportunity to survey prospective customers D) the ability to evaluate a product and its marketing program before commercialization E) the opportunity to sell existing products to a core customer base 54) Bonneville Communications is concerned about test marketing its new device. Which of the following is NOT a disadvantage of test marketing that would likely concern Bonneville Communications? A) Test marketing costs can be high. B) Test markets give competitors a peek at the company’s promotional strategy. C) Test marketing allows time for competitors to gain advantages. D) People who are surveyed tend to tell less than the truth. E) Test marketing does not guarantee success. 55) The last stage in the new-product development process is ________. A) commercialization B) business analysis C) idea generation D) concept testing E) product concept development 56) Introducing a new product into the market is called ________. A) technical development B) new product development C) experimenting D) commercialization E) marketing development 57) Which of the following costs is most likely associated with the commercialization stage of new-product development? A) implementing trade promotion plans for channel members B) paying groups of target consumers for product feedback C) determining the product’s planned price, distribution, and marketing budget D) developing a prototype of the product E) identifying target markets 58) ________ is the process by which a consumer or business customer begins to buy and use a new good, service, or idea. A) Commercialization B) Product testing C) Product adoption D) Diffusion E) Positioning 59) Diffusion refers to ________. A) the promotion used to support products throughout their product life cycle B) the second stage of the market segmentation process C) the methodology used for evaluating new product ideas D) the way the use of a product spreads throughout a population E) the selection of opinion leaders to encourage product acceptance 60) Change happens quickly when a process reaches the moment of critical mass, which is called the ________. A) adoption point B) diffusion point C) innovation point D) trial point E) tipping point

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