Question

Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the __________ phase of the new-product development process.

a) screening
b) test marketing
c) product development
d) business analysis
e) idea generation

Answer 1

Cincinnati Microwave's top managers are contemplating skipping the test marketing phase in the new-product development process, going directly to regional commercialization. Option b.

Step-by-step explanation:

Top managers at Cincinnati Microwave are considering skipping the test marketing phase of the new-product development process. The test marketing phase is typically used to gauge the product's performance in a more controlled, yet realistic market setting before a full-scale commercialization.

The company believes that their working prototype of the new radar detector is ready for regional commercialization, suggesting confidence in their product development and design refinement processes. Cincinnati Microwave's top managers are contemplating skipping the test marketing phase in the new-product development process, going directly to regional commercialization.