DB Forum 3 - Wilson, Lisa

These testers participated in a short video graphed

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to test the new product with their personal smartphones. These testers participated in a short video graphed questionnaire which highlighted their thoughts and potential concerns with the product. By utilizing this particular test market, Wilson Industries was able to avoid potential draw backs posed by the authors of our text. The authors stated that test markets may not work in all scenarios due to consumers not being able to actually test the item that they are interested in purchasing (Kerin et al., 2011, p.227). The last phase in developing a new product is commercialization (Kerin et al., 2011, p.227). During this phase, the miniature mobile printer will be mass-produced and placed in stores for sale. Wilson Industries opted to do a regional rollout (Kerin et al., 2011, p.227). The cities included in this first launch were: New York City, Chicago, Detroit, Los Angeles, Dallas, Miami, Denver, Phoenix, and Toronto. The second phase of the regional rollout will include most metropolitan cities with at least 1 million people. In addition to these rollouts, the MMP is available for purchase on the Wilson Industries website.
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New Product Strategy Development References House Party, Inc. (2013). Retrieved April 21, 2013, from Kerin, R.A., Hartley, S.W., & Rudelius, W. (2011). Marketing: The core (4 th ed.). New York, NY: McGraw-Hill/Irwin.
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  • Spring '13
  • Imaaic
  • new product development, MMP, Wilson Industries

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