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
51
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
Weshouldalwaysbearinmindthat______decisionsoftenresultinseriousconsequences.
Theamazingsuccessofhumansasa【C1】______istheresultoftheevolutionarydevelopmentofourbrainswhichhasled,amongoth
Ithinkyoucantakea(n)______languagecoursetoimproveyourEnglish.
OurproductsaredisplayedinStandB22,______youwillfindmeduringofficehours.
EQEQisinnate.Infantsasyoungasthreemonthsshowempathy.Nowhereisthediscussionofemotionalintelligencemorep
InterpersonalRelationshipsInthelast25yearswehavewitnessedanimpressivegrowthinourknowledgeaboutemotionsande
女士们、先生们:我非常高兴能利用英中贸协年会的机会向英国工商界朋友们致以诚挚的问候。多年来,英中贸协一直关心和支持中英关系发展,是堪称两国友好交流的桥梁和互利合作的纽带。在此,我谨对英中贸协及诸位长期为促进中英经贸合作所做的不懈努力和杰出贡献表示
主席先生,女士们、先生们:目前,国际形势正处于深刻变化之中。和平与发展仍然是当今时代的主题,总体和平的国际环境为世界经济发展提供了有利条件;科技进步日新月异并孕育着新的重大突破,前所未有地提高了人类认识、把握宏观和微观世界的能力,展现了新的发展
女士们、先生们、朋友们!一个音符无法表达出优美的旋律,一种颜色难以描绘出多彩的画卷。世界是一座丰富多彩的艺术殿堂,各国人民创造的独特文化都是这座殿堂里的瑰宝。一个民族的文化,往往凝聚着这个民族对世界和生命的历史认知和现实感受,也往往积淀着这个民族
A、19years.B、5months.C、10months.D、2monthsandahalf.D根据题干中关键词“离职再工作期”找寻到原文相关信息处,即第二段第二句“...theaveragejobsearchhasst
随机试题
法律文书理由部分的核心是
诊断敏感性是指下列哪项的百分率
分娩时产道出血400ml,血压。100/65mmHg,Hb110g,/L,因平时身体虚弱,其家属要求输血以补充营养和加快恢复体力。此时恰当的处理是
新从业人员安全生产教育培训时间不得少于()学时,危险性较大的行业和岗位,教育培训时间不得少于()学时
一般来说,可以将技术分析方法分为()。I.指标类Ⅱ.形态类Ⅲ.切线类Ⅳ.波浪类
调控社会总需求的两大支柱政策是()。
利用栈求表达式的值时,需设立运算数栈S。假设栈S只有两个存储单元,在下列表达式中,不发生溢出的是()。
下列各项所得中,不征收个人所得税的是()。
问题处理方案的正确而完整的描述称为______。
下列不合法的用户标识符是()。
最新回复
(
0
)