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The technology push strategy, as described by Robert Cooper, involves developing a product or technology first and then finding a market for it. While this strategy can lead to innovative products, it is generally riskier compared to market pull strategies, where products are developed based on identified market needs. In Cooper's studies, market-driven strategies (market pull) typically show higher success rates because they are directly aligned with customer demands and market conditions.

Thus, the correct answer is B: False.

References:

Cooper, R. G. (2011). Winning at New Products: Creating Value Through Innovation. Basic Books.

Cooper, R. G. (1998). Product Leadership: Pathways to Profitable Innovation. Basic Books.

The climate of a work environment refers to the set of properties perceived by employees that have a significant impact on their behavior. These properties include organizational policies, practices, and procedures, which collectively shape the overall work atmosphere and influence employee morale, motivation, and productivity. Reference: Schneider, B. (1990). Organizational Climate and Culture. Jossey-Bass.

The 1997 PDMA study on best practices in product development highlighted that organizations achieving significant sales from new products had a well-thought-out strategy driving their new product development. These organizations focus on strategic alignment, ensuring that new products fit within the broader business goals and market opportunities. This strategic approach leads to more effective and successful product launches, unlike a sole focus on speed to market or frequent organizational changes, which can result in misalignment and inefficiency. References: Griffin, A. (1997). PDMA Research on New Product Development Practices: Updating Trends and Benchmarking Best Practices. Journal of Product Innovation Management.

For a product classified as a "cash cow" in the BCG Growth-Share Matrix, the recommended strategy is to "take as much profit from the product as possible." Cash cows generate more cash than is needed to maintain their market share due to their high market share and low growth potential. Companies should invest minimal resources in these products while maximizing cash flow to support other areas of the business.

Product use testing, also known as user testing, involves evaluating a product by having end users try it out and provide feedback. This method measures user satisfaction and helps determine whether the company can deliver the promised quality and functionality of the product. Reference: Urban, G.L., & Hauser, J.R. (1993). Design and Marketing of New Products. Prentice Hall.

The primary purpose of market research in the Concept Evaluation Stage is to gather data to assess the viability and potential of a product concept. This includes understanding customer needs, market size, and competitive landscape, rather than selecting projects for funding. Techniques used include secondary research, surveys, focus groups, and concept testing. Market testing is typically done later, in the product development or commercialization phases. References: Ulrich, K. T., & Eppinger, S. D. (2015). Product Design and Development. McGraw-Hill Education.

The House of Quality is a part of Quality Function Deployment (QFD) that links the voice of the customer (customer requirements) to the voice of engineering (technical requirements). This tool helps ensure that customer desires are systematically translated into appropriate technical specifications, enhancing the product development process. Reference: Hauser, J.R., & Clausing, D. (1988). The House of Quality. Harvard Business Review.

A team is best described as a group of people with a common purpose for which they hold themselves mutually accountable. This definition emphasizes shared goals, collaboration, and mutual accountability, which are critical for effective teamwork. Teams are characterized by a collective commitment to achieve specific objectives and the willingness to support each other to ensure the group's success. Reference: "The Wisdom of Teams" by Jon R. Katzenbach and Douglas K. Smith outlines the essential characteristics and dynamics of high-performing teams.

Concept testing has several disadvantages:

II. It is very difficult to test new technologies in a concept test: New and complex technologies might not be fully understood or appreciated by customers in a concept test format.

III. Characteristic human behavior can skew results: Factors such as social desirability bias or respondents trying to please the interviewer can distort the results.

IV. Concept testing does not work well when the concept solves a problem customers do not recognize they have: If customers are not aware of the problem, they may not see the value of the proposed solution in a concept test.

Personal taste (I) can be measured to some extent in a concept test, making this option incorrect as a disadvantage. References: Crawford, C. M., & Di Benedetto, C. A. (2011). New Products Management. McGraw-Hill Education.

Primary research refers to the process of collecting data directly for the specific purpose at hand. This type of research is tailored to meet the unique needs of the researcher and can include methods such as:

Focus groups: Small, diverse groups of people whose reactions are studied to gauge the response to a particular product, service, or concept.

Surveys: Structured questionnaires designed to gather specific information from a targeted audience.

Primary research is essential for obtaining relevant and up-to-date data that addresses specific research questions directly. Reference: "Marketing Research Essentials" by Carl McDaniel and Roger Gates provides an in-depth look at primary research methodologies.