Fit the Ambilight innovation into the framework of Figure 9.6. To what extent does this help to explain its success?
What will be an ideal response?
The Ambilight innovation does not materially alter the nature of a flat screen television set and required
relatively little elapsed time to create, once the concept was identified. Nor does it greatly alter the
demands placed on set design or manufacture, but reinforces existing capabilities. According to its
advocates it makes TV more pleasurable to watch, while detractors label it merely a design ‘gimmick’ to
impress visitors. Its relationship with buyers is essentially unchanged. Arguably, then, it fits into the
‘regular innovation’ quadrant of the Figure 9.6 framework. One might argue that if it encourages viewers
to change their behaviour by dimming the room lights to watch TV it is ‘niche-creating’ product, but
such change does not disrupt the buyer’s relationship with Philips hence it is not really a niche-creating
innovation, even though Ambilight may be considered to occupy a niche in marketing terms. (For
comparison, are 3D TV sets that must be watched using special glasses a regular or niche-creating
innovation?) The Clarke framework arguably does help to explain Ambilight’s success by highlighting
the fact that it resides in the comfort zone of both user and maker. (At the time of writing the same
cannot be said confidently of 3D TV sets).
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The BCG matrix is used primarily for tactical planning, while the the balanced scorecard is used primarily for strategic planning
Indicate whether the statement is true or false
When consumers share news stories with their friends,
A) 90 percent of them buy the product mentioned in the stories. B) those friends tend to read less news. C) most of the friends either do not remember or cannot believe the story. D) consumers help marketers by passing along media mentions. E) it is mostly because companies are paying them to be "stealth advertisers."
Residency tests may be used by ________
a) local government b) private companies c) both d) neither
Plotty's Discount Motors sold a Pontiac Grand Am to Charles. The car's odometer said it had less than 130,000 miles on it, but a history report says the actual mileage is about 230,000 . Plotty's Motors was manipulating the odometer dial on vehicles and turning the mileage listed backwards in order to make the vehicles more appealing to prospective buyers. If Charles chose to keep the car and sue
for damages, which statement is TRUE? a. Charles would be entitled to punitive damages for the fraud. b. Charles would be entitled to compensatory damages equal to the difference in the value of a car with 230,000 miles and one with 130,000. c. Both of the above. d. Neither of the above. He would only be entitled to nominal damages.