CMA Product Development & Innovation Flashcards
6 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 CMA Product Development & Innovation flashcards as text
What is 'disruptive innovation' as defined by Clayton Christensen?
Answer: An innovation that initially targets overlooked customer segments with simpler, cheaper products and eventually displaces incumbents
Christensen's disruptive innovation starts in low-end or new market footholds with simpler, more affordable products, then improves over time to challenge established market leaders.
In the context of product-market fit, what does the 'Sean Ellis test' measure?
Answer: The percentage of users who would be 'very disappointed' if a product disappeared, with 40%+ indicating product-market fit
Sean Ellis's test asks users how disappointed they'd feel if the product vanished; if 40%+ say 'very disappointed,' the product has achieved product-market fit.
A 'conjoint analysis' in product development helps marketers understand:
Answer: How customers value different product features by analyzing trade-off decisions
Conjoint analysis presents respondents with sets of product profiles featuring different attribute combinations and measures their preferences to determine the relative value of each feature.
What is 'cannibalization' in product portfolio management?
Answer: When a new product takes sales away from an existing product within the same company's portfolio
Product cannibalization occurs when a new offering by the same company attracts customers away from its existing products, reducing the net gain from the new launch.
The 'jobs-to-be-done' (JTBD) framework approaches product development by focusing on:
Answer: Understanding the underlying tasks or goals customers are trying to accomplish, rather than product features
JTBD theory, popularized by Clayton Christensen, posits that customers 'hire' products to accomplish specific jobs or goals, so innovation should address those underlying needs.
What is the purpose of a 'product concept test' in new product development?
Answer: To evaluate how potential customers respond to a product idea before committing to full development
Concept testing exposes target customers to a product description or prototype to gauge interest, understand purchase intent, and identify potential issues before costly development begins.