The Most Expensive and Risky Stage of the New Product

question 48

Multiple Choice

The most expensive and risky stage of the new product development process is often _____.

• A)prototyping
• B)product use testing
• C)ideation
• D)commercialization

---

Definitions:

Expectancy Theories

A group of theories that explain how people determine the likelihood of a specific outcome based on their actions, beliefs about their abilities, and the perceived likelihood of achieving their goal.

Need For Power

An individual's desire to control or influence others.

Personal Accomplishment

A feeling of pride or fulfillment resulting from achieving something through one's own efforts or skills.

Utilitarian Needs

Describes consumer needs that are driven by practical, functional, and rational motives rather than emotional or aesthetic reasons.