Technology Comparison

What is the primary focus of the book?

Research and development
Finance and organizational development
General industrial trends
Marketing within high-tech enterprises (correct)

What is the guiding principle during this period according to the author?

Electrifying innovation and bold moves
Brilliance and expensive gestures
Marketing illusions and grandeur
Prudence and carefully rationed resources (correct)

What is the challenge in marketing according to the text?

Deciding whether to focus on a fad or a trend (correct)
Creating a new market from scratch
Turning a trend into a fad
Distinguishing between a mainstream market and an early market

What is the primary function of this book, according to the author?

To open up the logic of marketing decision making (A) Signup and view all the answers

What is the relationship between an early market and a mainstream market comparable to?

The relationship between a fad and a trend (B) Signup and view all the answers

What is the goal of high-tech marketing according to the text?

To turn a fad into a trend (C) Signup and view all the answers

Who is the target audience for this book, according to the author?

The entire high-tech community (B) Signup and view all the answers

What is the assumed benefit of the electric car, according to the text?

It is quieter and better for the environment (A) Signup and view all the answers

Why is it essential for everyone in the company to focus on a single end?

Because the company is in a period of great risk (B) Signup and view all the answers

What is the ultimate argument made by the author in the Conclusion?

That leaving the chasm behind requires significant changes throughout the high-tech enterprise (B) Signup and view all the answers

What is the author's goal for the marketing process?

To make it accessible to all players (A) Signup and view all the answers

What is the context in which the author is writing this book?

During a period of careful planning and prudence (A) Signup and view all the answers

What is the characteristic of the early market?

Flush with enthusiasm and vision (A) Signup and view all the answers

What occurs during the chasm period?

The early market tries to digest its ambitious projects (C) Signup and view all the answers

What is necessary to reap the rewards of the mainstream market?

Successfully responding to all three stages of the market (A) Signup and view all the answers

What is the main concern of the author in this passage?

The reasons behind the failure of a high-tech venture (C) Signup and view all the answers

What is the key to success in each stage of the market?

Focusing on the dominant adoption type in the current phase of the market (C) Signup and view all the answers

What is the common accusation made against the vice-president of marketing?

Ineffective marketing strategies (B) Signup and view all the answers

What is the goal of the chapter?

To illustrate how to adjust marketing strategy accordingly (A) Signup and view all the answers

What is the first step toward enlightenment?

To get a firm grasp on the obvious (B) Signup and view all the answers

What is the author implying about the quality of the products?

The less successful products are often superior in features (B) Signup and view all the answers

What is the consequence of a high-tech venture's failure?

The entire organization, including investors and employees, is affected (A) Signup and view all the answers

Why do sources of capital become wary of investing?

Due to the lack of clear reasons for venture success or failure (D) Signup and view all the answers

What is the author's tone in this passage?

Sarcastically humorous (C) Signup and view all the answers

What is the primary consideration when dealing with money belonging to the company?

Ensuring it is available cheaply (B) Signup and view all the answers

Where are technology enthusiasts typically found in large companies?

Advanced technology group (A) Signup and view all the answers

What is the role of a technology enthusiast in smaller companies?

Designated techie in the MIS group (B) Signup and view all the answers

How can you effectively reach technology enthusiasts?

Direct e-mail and web advertising (D) Signup and view all the answers

What type of advertising is least effective with technology enthusiasts?

Fancy image advertising (C) Signup and view all the answers

What are the two key requirements for doing business with technology enthusiasts?

Having the latest and greatest technology and not needing to make much money (B) Signup and view all the answers