Even though most people in the original target market for electric toothbrushes

Even though most people in the original target market

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70) Even though most people in the original target market for electric toothbrushes already knew how to brush their teeth, consumers still had some learning to do in order to make good use of the new brushing technique. The electric toothbrush is an example of a(n) ________. A) dynamically continuous innovation B) ideation C) disruptive innovation D) knockoffE) discontinuous innovation Answer: ADifficulty: DifficultLO: 8.3: Understand the importance and types of product innovationsAACSB: Analytical thinking71) Prior to the development of the cardiac stent, surgeons used balloons to clear obstructed heartvessels, but there was no way to ensure the vessels would stay open. The stent is a tiny metal scaffold that props open the formerly obstructed blood vessel and keeps it from becoming obstructed again. Surgeons who use the stent had to engage in a great deal of learning to understand its use and its value in patient care. There was nothing like the stent on the market when it first appeared. The cardiac stent is an example of a ________. 72) From a marketing standpoint, an innovation is anything that customers perceive as new and different.Answer: TRUEDifficulty: ModerateLO: 8.3: Understand the importance and types of product innovations73) The more innovative a new product is, the more quickly it will spread throughout a population.Answer: FALSEDifficulty: ModerateLO: 8.3: Understand the importance and types of product innovations74) It's usually easier to convince customers to adopt a continuous innovation than a discontinuous innovation.Answer: TRUEDifficulty: DifficultLO: 8.3: Understand the importance and types of product innovations75) A convergence is a type of discontinuous innovation.
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Answer: TRUEDifficulty: ModerateLO: 8.3: Understand the importance and types of product innovations76) Divergent thinking uses an analytical focus on different ideas in order to come to a decision on the best choice.Answer: FALSEDifficulty: ModerateLO: 8.3: Understand the importance and types of product innovations77) The addition of sugar-free canned fruits to Del Monte's line of canned fruits and vegetables isan example of a discontinuous innovation. Answer: FALSEDifficulty: ModerateLO: 8.3: Understand the importance and types of product innovationsAACSB: Analytical thinking78) Marketers classify innovations into three categories based on their degree of newness. Explain these categories, identifying the role the consumer has in each. (1) A continuous innovation is a modification of an existing product. The consumer does not have to learn anything to use a continuous innovation. (2) A dynamically continuous innovation is a pronounced modification to an existing product that requires the consumer to engage in a modest amount of learning or a change in behavior to use. (3) A discontinuous
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  • Summer '17
  • Prof Farshad Salman

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