Unformatted text preview: he It’s a Dog’s Life doggy resort the
owners gathered together a group of ten dog owners to discuss what they would want to see in the
ideal dog day care center. This would be an example of:
a focus group interview
An objective of focus group interviews is to stimulate insightful comments through group
KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 109. Refer to Going to the Dogs. Before opening the It’s a Dog’s Life doggy resort, the potential
company owners projected the costs involved in providing the services the target market (dog
owners) appears to desire. Unfortunately, a decision was made to not proceed with the doggy
resort, as the owners felt the cost to provide the services was too high considering the rates the
target market would be willing to pay. The would be an example of:
idea screening b.
e. concept testing
test marketing ANS: C
In the business analysis stage preliminary figures for demand, cost, sales, and profitability are
KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 110. Refer to Going to the Dogs. When the dog day care first launched, it most likely appealed to
which product adopter category?
Innovators are eager to try new ideas and products and generally have higher incomes. As a rather
expensive new idea, the doggy day care would appeal to innovators first.
KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 111. Refer to Going to the Dogs. For many dog owners, it may be hard to understand the difference
between a traditional kennel and a dog day care, especially given the price differential. As a
result, dog day cares may offer special low rates for first-time users in an effort to reduce which
of the following issues concerning the rate of diffusion?
By lowering the price for first-time users, the dog day care will make it easier for dog owners to
try the facility and experience its benefits.
KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 112. Refer to Going to the Dogs. One challenge to adoption of the dog day care is the fact that dog
owners are used to paying a somewhat minimal fee for boarding their dogs in a kennel, while a
day care center may demand many times as much for the same time span. This suggests that the _____ of the new product may affect the rate of diffusion.
Compatibility refers to the degree to which the new product is consistent with existi...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model