Question

Assume that you have been hired by a large international bank that is looking to develop a smartphone app to help college students with their finances, credit scores, and investments. The new product development process for the app is just beginning, and you are looking at ways that social media usage can be improved during each step of the process. Whatever new product type a firm plans to develop, it will likely follow a formal new-product development (NPD) process. Organizations increasingly use social media to evaluate potential new products. Social media are especially valuable for small businesses and nonprofit organizations, which typically have less money to spend on the NPD process. Match each social media marketing action with the appropriate step of the new-product development process.

Answer 1

Answer:

Determining that smartphone apps and social media aps are important parts of a bank's future plans to reach young consumers. ⇒ New Product Strategy.

Tweeting out the availability of a new smartphone app that helps young professionals manage their financial lives better. ⇒ Product launch.

Inviting younger "fans" of the bank's social media sites to have a free trial of the new smartphone app. ⇒ Test marketing.

Having a Faceb-ook discussion with consumers on what they would ideally like to have from a bank smartphone app. ⇒ Idea generation.

Creating a prototype of the smartphone app. ⇒ Product development.

Using Tw-itter to ask followers what they are willing to pay for smartphone apps. ⇒ Business analysis.

Developing a social media site that allows college students to review and provide feedback on new product ideas. ⇒ Idea screening.