首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
The timing of market entry is critical to the success of a new product. A company has two alternatives: it can compete to enter
The timing of market entry is critical to the success of a new product. A company has two alternatives: it can compete to enter
admin
2011-01-10
52
问题
The timing of market entry is critical to the success of a new product. A company has two alternatives: it can compete to enter a new product market first—otherwise known as "pioneering"—or it can wait for a competitor to take the lead, and then follow once the market has been established. Despite the limitations of existing research, nobody denies that there are advantages to being a pioneering company. Over the years, there has been a good deal of evidence to show a performance advantage for pioneers. For many new products, customers are initially unsure about the contribution of product characteristics and features to the products’ value. Preferences for different characteristics and their desired levels are learned over time. This enables the pioneering company to shape customer preferences in its favour. It sets the standard to which customers refer in evaluating followers’ products. The pioneering product can become the classic or "original" product for the whole category, opening up a flood of similar products onto the market, as exemplified by Walkman and Polaroid.
The pioneering product is a bigger novelty when it appears on the market, and is therefore more likely than those that follow to capture customer and distributor attention. In addition, a pioneer’s advertising is not mixed up with competitors’ campaigns. Even in the long term, followers must continue to spend more on advertising to achieve the same effect as pioneers. The pioneers can set standards for distribution, occupy the best locations or select the best distributors, which can give them easier access to customers. For example, in many US cities the coffee chain Starbucks, as the first to market, was able to open coffee bars in better known locations than its competitors. In many industrial markets, distributors are not keen to take on second and third products, particularly when the product is technically complex or requires large inventories of spare parts.
"Switching costs" arise when investments are required in order to switch to another product. For example, many people have developed skills in using the traditional "qwerty" keyboard. Changing to the presumably more efficient "dvorak" keyboard would require relearning how to type, an investment that in many cases would exceed the expected benefits in efficiency. Switching costs also arise when the quality of a product is difficult to assess. People who live abroad often experience a similar "cost" when simple purchase decisions such as buying detergent, toothpaste or coffee suddenly become harder because the trusted brand from home is no longer available. Pioneering products have the first chance to become this trusted brand. Consequently, the companies that follow must work hard to convince customers to bear the costs and risks of switching to an untried brand of unknown quality.
Unlike other consumer sectors, the value to customers of many high technology products relies not only on their features but also on the total number of users. For example, the value of a videophone depends on the number of people using the same or a compatible system. A pioneer obviously has the opportunity to build a large user base before competitors enter the market. This reduces followers’ ability to introduce differentiated products. There are other advantages of a large user base, such as the ability to share computer files with other users. Thus, software companies are often willing to give away products to build the market quickly and set a standard.
According to the information in the second paragraph, how do customers approach new products?
选项
A、They take some time to develop a liking for them.
B、They make comparisons with other new products.
C、They need some persuasion to purchase them.
D、They consider cost an important feature.
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/ZTcO777K
本试题收录于:
NAETI中级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI中级口译笔试
外语翻译证书(NAETI)
相关试题推荐
Ofalltheareasoflearningthemostimportantisthedevelopmentofattitudes.Emotionalreactionsaswellaslogicalthought
Ofalltheareasoflearningthemostimportantisthedevelopmentofattitudes.Emotionalreactionsaswellaslogicalthought
Weshouldalwaysbearinmindthat______decisionsoftenresultinseriousconsequences.
EQEQisinnate.Infantsasyoungasthreemonthsshowempathy.Nowhereisthediscussionofemotionalintelligencemorep
Bornin1842inNewYorkCity,WilliamJamesshowedlittle______ofacademicbrillianceduringhisschoolyears.
信息通讯技术进步带来无限机遇,推动商务和生产走向高增值,并改善了香港公民的生活质量。同时,这一进步也在多方面带来了新挑战,例如信息安全、数码环境中知识产权及私稳保护、媒体交汇趋势下的适当监管模式方面。领先的数码经济体系需抓住机遇,接受挑战,才能稳居世界前列
中国拥有自己的体育传统。大约在公元11世纪宋朝的时候,人们开始玩一种叫做“蹴鞠”的游戏。这个游戏被认为是古代足球的起源,在当时非常流行,女性们也自成一队,玩得兴高采烈。现在,您该明白为什么我们现在的女子足球队那么厉害了。//在北京,有许许多多精彩
下面你将听到的是一段有关旅游的讲话。旅游是一项集观光、娱乐、健身为一体的愉快而美好的活动。旅游业随着时代进步而不断进步。从20世纪中期起,现代旅游业在全世界迅速发展。游客人数不断增长,旅游业规模持续扩大,旅游经济地位显著提升,旅游活动愈
A、BecauseChina’sairlineshavemadegreatprofitstheseyears.B、Becausethepriceofplaneshasgonedown.C、Becausemoreand
全纽约市的地铁和公交工人继续罢工。对于上班族而言,又要面临艰难的一天,考虑如何才能方便出行。纽约市官员担心会有很多人开车进城,会造成严重交通阻塞。因此,早晨期间,凡乘员少于四人的车辆都将不得进入曼哈顿部分区域。官员们警告说,纽约市的经济可能受到重创。纽约市
随机试题
A、卵黄囊B、胆囊C、淋巴管D、肝脾E、骨髓胚胎第5周时主要造血器官是
[2007年,第33题]在图2.11—1所示双缝装置实验中,当入射单色光的波长减小时,屏幕上干涉条纹的变化情况是()。
下列有关基准收益率确定和选用要求的表述中,正确的有()。
影响行业风险的因素有()。
保险公司委托保险代理机构或者保险代理分支机构销售人寿保险新型产品的,应当按照中国保监会的有关规定,对销售人寿保险新型产品的保险代理机构或者保险代理分支机构的业务人员进行专门培训,销售前培训时间不得少于()。
一般资料:王某,女性,22岁,公交车售票员。案例介绍:王某由其母亲带来,主诉两年来经常被人盯着看,她实在忍无可忍,现已严重影响了工作和生活。下面是心理咨询师和求助者的一段咨询对话咨询师:你能说说什么人盯着你吗?王某:
从研究现状上看,下面不属于云计算特点的是()。
以下程序运行后的输出结果是()。#includevoidmain(){chara[]=“abbcabbcabbc”;inti=0,j=0,k=0;while(a[i]){
In1954,anAmericancalledRayKrocwassellingmilkmachines.Mostrestaurantsboughtoneortwoofthesemachines,butonere
Anewhigh-performancecontactlensunderdevelopmentatthedepartmentforappliedphysicsattheUniversityofHeidelbergwill
最新回复
(
0
)