In the example of StubHub, what percentage of its revenue in 2006 came from theater tickets?
Explanation
This quantitative question tests for recall of specific data from the StubHub case study, focusing on its revenue composition.
Other questions
According to the text, what is the term for the development of new products from within a company, as opposed to acquiring them from external sources?
What percentage of all new products are described as being truly innovative and new to the world?
Which of the following is NOT listed as a challenge or drawback that new-product launches face?
What is the term for the system used by many top companies that divides the innovation process into stages, with a checkpoint at the end of each stage?
According to Table 15.1, 'Cost of Finding One Successful New Product', what is the total cost associated with the 'Concept testing' stage, which starts with 16 ideas?
What is the primary purpose of the idea screening stage in the new-product development process?
What is the difference between a product idea and a product concept?
Which method for measuring consumer preferences for alternative product concepts derives the utility values that consumers attach to varying levels of a product’s attributes?
What is the third part of the preliminary three-part strategy plan for introducing a new product?
In the five-year cash flow projection for the instant breakfast drink (Table 15.3), what is the maximum investment exposure, representing the highest loss the project can create?
What type of testing involves testing a product within the firm to see how it performs in different applications?
Which method of consumer-goods market testing involves preselected consumers trying a product at no cost and then being reoffered it, or a competitor's product, multiple times to gauge satisfaction and repurchase intent?
What is the typical expenditure for marketing as a percentage of first-year sales for new food products?
In the context of commercialization timing, what is a 'late entry' strategy?
Which stage in the consumer-adoption process involves the consumer being stimulated to seek information about an innovation?
According to the adopter categorization shown in Figure 15.7, what percentage of the population are classified as 'Early Adopters'?
Which adopter category is described as 'deliberate pragmatists who adopt the new technology when its benefits have been proven and a lot of adoption has already taken place'?
Which characteristic influencing an innovation's rate of adoption refers to the degree to which the innovation is difficult to understand or use?
In the example of Google's new products, how much did the 'Glass Explorers' pay for the opportunity to be an early adopter of Google Glass?
What does the innovation principle at W. L. Gore, known as 'dabble time,' entail for its research associates?
What is a 'DROP-error' in the context of idea screening?
According to the example of a product-idea rating device in Table 15.2, what is the minimum acceptance rate for a product idea to be considered 'good'?
What is a key benefit of using rapid prototyping in new-product development?
In the breakfast drink example for concept testing, what is the 'need-gap score' intended to measure?
What type of frequently purchased products exhibit sales that rise, then fall to a plateau representing a level of steady repeat-purchase volume?
What is the primary role of quality function deployment (QFD) in product development?
Why do some industrial manufacturers use trade shows for market testing?
What does Everett Rogers define as a person’s level of innovativeness?
What is 'crowdsourcing' in the context of new-product development?
According to the analysis of the cost of new-product development in Table 15.1, what is the pass ratio for ideas moving from the 'Product development' stage to the 'Test marketing' stage?
Which creativity-generating technique involves listing normal assumptions about an entity and then reversing them to generate new ideas?
What is the primary function of a brand-positioning map in concept development?
In the five-year cash flow projection (Table 15.3), at what rate is the future contribution discounted to find its present value?
What term is used for additional income to other company products caused by a new-product introduction?
What is the key difference between simulated test marketing and controlled test marketing?
What is a major advantage of a 'first entry' strategy in commercialization?
Which adopter category is composed of 'skeptical conservatives who are risk averse, technology shy, and price sensitive'?
What is the characteristic of 'divisibility' in the context of an innovation's adoption rate?
What did innovator Sir James Dyson claim to have made before getting his bagless vacuum cleaner right?
What is a key drawback of a 'first entry' strategy, according to the text?
In the context of the New-Product Development Decision Process (Figure 15.1), what is the first stage where the question 'Is the idea worth considering?' is asked?
Based on the research by Cooper and Kleinschmidt, what was found to be the number-one success factor for new industrial products?
How did the failure of Eli Lilly's drug Evista as a contraceptive lead to a success?
In the example criteria for new-product acceptance, a product must have a market potential of at least 50 million dollars and what minimum growth rate?
What are 'skunkworks' in the context of organizational arrangements for new-product development?
How many ideas, on average, does Toyota report its employees submit annually?
What is one of the key requirements for P&G's 'Connect + Develop' strategy to succeed?
In the case of the TV show 'Friends', what failing grade did the pilot episode receive from an internal NBC research report?
What is the overall probability of success for a new product if the probabilities of technical completion, commercialization given technical completion, and economic success given commercialization are estimated at 0.50, 0.65, and 0.74, respectively?