(8) Strategic Launch Planning Flashcards
Two Sets of strategic launch planning decisions
- .Strategic Launch Decisions
A. Strategic Platform Decisions:
(Set overall tones and directions)
B. Strategic Action Decisions:
(Who to Sell to and why)
- Tactical Launch Decisions
If a firm decides to be very aggressive at the time of launching a new product, it is an example of a…
Platform Decision
What is a product level performance measure used for individual products?
Time to launch
The cash-cash metric was first used by…
Supply Chain Managers
AFE is preparing to launch a set of new-to-world medical devices which promise to revolutionize the healthcare industry. AFE must ideally simulate…
Primary Demand for the product category
For a new product entry or line addition in an established market, the emphasis is on stimulation of:
Trial purchase, which is a precursor to adoption
Zircon Motors Inc. destroyed its prior branding as a manufacturer of economy automobiles when it planned to introduce Zircon Mova, a premium car, targeted at the high-income customer group. This is an example of a(n) _____ of market replacement.
Butt-on strategy
Under the _____ of market replacement, a continuous positive image is created for the new item being upgraded.
Side-by-side strategy
Which of the following best describes broaden the market fallacy?
What makes a product appealing for one customer segment may not be the same for another
With reference to the classic diffusion theory of Everett Rogers, the _____ of a product indicates how easy it is for a customer to purchase and use the trial portions of the product.
Divisibility
One of the methods to position a product in the marketplace is to use attributes. In this context, which of the following is an attribute?
Benefits
also features and functions
