L10: After The Launch

Question 1

What are the (4) reactions to competitive entry?

Answer 1

Ignore it
Withdraw from market
Accommodate competitor
Fight back

Question 2

On what dimensions (4) can you fight back?

Answer 2

Instrumental
Intensity
Breadth
Speed

Question 3

What are the (2) underlying markets of the total market?

Answer 3

Early market
Main market

Question 4

What are the (2) strategies regarding minimal viable product?

Answer 4

Sprinkler strategy
Waterfall strategy

Question 5

What are the (3) reasons for deleting products?

Answer 5

Lower costs
Concentrate marketing resources
Avoid customer confusion

Question 6

What is meant by psychological costs?

Answer 6

Degree to which customer becomes uncertain about supplier due to elimination.

Question 7

What is meant by economic costs?

Answer 7

Degree of customers perceived economic burden due to elimination.

Question 8

What is meant by process?

Answer 8

Degree to which customer perceives supplier deleted in acceptable manner.

Question 9

What is meant by outcome?

Answer 9

Degree to which customer perceives supplier provided appropriate compensation when deleting.

Question 10

What are the steps in the product deletion process (5)?

Answer 10

Identify deletion candidate
Can we fix it?
What will overall impact be?
Identify factors affecting deletion strategy
Choose and implement deletion strategy

Question 11

What are the possible deletion strategies (5)?

Answer 11

Drop out immediately
Phase out immediately
Run out
Sell out to external party
Reintroduce as special