General Electric’s “strategic planning grid”

  1. What factors does General Electric’s “strategic planning grid” take into consideration in evaluating opportunities for new or existing products?
  1. What variables does the “Bass diffusion model” incorporate (that is, what three parameters
    or inputs are necessary to use the model) and what is the model used for? What are its shortcomings in terms of marketing mix planning?
  2. Give your opinion about following case study: What’s App Product Focus:
  3. Outline and explain IDEO’s approach to design, including the five-step process that it employs to design and develop feasible, viable, and desirable products or experiences.
  4. Think of Techsonic’s plans to introduce an innovative GPS navigation product. Describe and evaluate the GPS product in terms of the five factors that affect the speed of the product adoption process, as identified through diffusion of innovation research.
  5. What are the key management lessons to be learned from the launches (and post-launch management) of products such as:
  • P&G’s Whitestrips
  • Weyerhaeuser’s UltraSofts disposable diapers
  • Philips Electronics’ CD-I
  • Polaroid’s I-Zone Instant Pocket Camera
  • Kellogg’s Breakfast Mates
  • APS film format and cameras
  • Coach Handbags
  • Johnson & Johnson’s stent devices
  • The Edsel
  • Chrysler Minivan
  • Briggs & Stratton engines
  • Dirt Devil Stick Vac
  1. In your own words in few lines as Product Manager describe the process for “Designing a new shopping app.” Your answer should not exceed half page.
  2. As an executive with responsibility for new product development, a subordinate has just placed on your desk a copy of a fancy looking “product space map” to help support his argument in favor of developing and introducing a new product. What key questions should you ask about how this map was generated, what it assumes, and how it should be interpreted before you attempt to use the map as the basis for any decision making?
  3. Describe, compare, and contrast the purpose, procedures, advantages, and limitations of each of the following market testing methods. In answering such questions, explain what key market factors (e.g., the A-T-A-R model) each method actually experiments with and measures (as opposed to controlling or simply making assumptions about them).
  4. Speculative sale
  5. Simulated test marketing (e.g., BASES II and ASSESSOR)–with or without a “sales wave”
  6. Informal selling
  7. Direct marketing
  8. Minimarkets (sometimes called “controlled tests”) [Note the variation in how minimarket tests may be conducted.]
  9. Scanner market testing (such as BehaviorScan)
  10. Test marketing (sometimes referred to as full sale, traditional, or standard test marketing)
  11. Rollout [as an alternative to market testing]
  12. Analyze following case study: Guide to Mobile Product Management:

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