Question 1

Surgeons and ER nurses would be considered ________ for surgical equipment.

Accepted Answer

A)  venture groups 
B)  social networks 
C)  buzz agents 
D)  lead users 
E)  all of the above 
A)  venture groups 
B)  social networks 
C)  buzz agents 
D)  lead users 
E)  all of the above D

Question 2

__________ is(are)a cross-functional group charged with developing a specific product or business.a. Contract manufacturers

Accepted Answer

A)  A venture team 
B)  New-product managers 
C)  Product managers 
D)  None of the above 
A)  A venture team 
B)  New-product managers 
C)  Product managers 
D)  None of the above B

Question 3

The methodology of quality function deployment takes the list of desired ________ generated by market research and turns them into a list of ________ that the engineers can use.

Accepted Answer

A)  customer attributes; engineering mandates 
B)  consumer attributes; environmental attributes 
C)  customer attributes; engineering attributes 
D)  consumer attributes; engineering specifications 
E)  none of the above 
A)  customer attributes; engineering mandates 
B)  consumer attributes; environmental attributes 
C)  customer attributes; engineering attributes 
D)  consumer attributes; engineering specifications 
E)  none of the above C

Question 4

New products fail at a disturbing rate.In the United States,the failure rate is potentially as high as 95%.New products fail for many reasons.List three of the reasons why new products fail.

Accepted Answer

The reasons new products fail are: (1)ig

Question 5

New-product development can be hindered by several factors.List three of the factors hindering new-product development.

Accepted Answer

Factors affecting or hindering new-produ

Question 6

________ means inviting the Internet community to help create content or software,often with prize money or a moment of glory involved.

Accepted Answer

A)  Stage-gating 
B)  Cocreation 
C)  Microstocking 
D)  Buzzing 
E)  Crowdsourcing 
A)  Stage-gating 
B)  Cocreation 
C)  Microstocking 
D)  Buzzing 
E)  Crowdsourcing

Question 7

Differentiate between a product idea and a product concept.

Accepted Answer

A product idea is a possible p

Question 8

You have been asked to participate in an idea-generating session.The moderator gives you the following directions: "List the attributes of the object in front of you (a cup),now modify each attribute by replacing each attribute with another." You are participating in what kind of creativity techniques

Accepted Answer

A)  Morphological analysis 
B)  Mind mapping 
C)  Forced relationships 
D)  Attribute listing 
E)  Reverse assumption analysis 
A)  Morphological analysis 
B)  Mind mapping 
C)  Forced relationships 
D)  Attribute listing 
E)  Reverse assumption analysis

Question 9

When the USB memory stick was introduced,it destroyed demand for floppy disks due to its vastly superior storage capacity,cheaper price per unit of storage capacity,and more convenient size,shape,and usage.This was an example of ________.

Accepted Answer

A)  incremental innovation 
B)  disruptive technology 
C)  fragmented markets 
D)  customer-driven engineering 
E)  perceptual mapping 
A)  incremental innovation 
B)  disruptive technology 
C)  fragmented markets 
D)  customer-driven engineering 
E)  perceptual mapping

Question 10

________ provide quantitative portrayals of market situations and how consumers see different products,services,and brands along various dimensions.

Accepted Answer

A)  Brand concepts 
B)  Product concepts 
C)  Perceptual maps 
D)  Concept tests 
E)  Product ideas 
A)  Brand concepts 
B)  Product concepts 
C)  Perceptual maps 
D)  Concept tests 
E)  Product ideas

Question 11

Product-development costs rise substantially with each successive development stage,so screening is intended to drop poor ideas as early as possible.

Accepted Answer

A) True 
 B)False

Question 12

In commercializing a new product,market-entry timing is critical.Suppose your company has completed its development work on its new pet food feeder product but learns that a competitor is close to launching a competitive product.What three choices does the company face

Accepted Answer

The company's three

Question 13

The ________ technique for stimulating creativity lists all the characteristics of an object and then modifies each to try to arrive at a new idea.

Accepted Answer

A)  reverse assumption analysis 
B)  lateral marketing 
C)  attribute listing 
D)  forced relationships 
E)  morphological analysis 
A)  reverse assumption analysis 
B)  lateral marketing 
C)  attribute listing 
D)  forced relationships 
E)  morphological analysis

Question 14

Your personal physician prides himself on being on top of the literature regarding new medicines for his patients.In fact,your doctor prides himself on being the first to prescribe new medicines to help his patients.In marketing terms,your doctor can be said to be a(n)________.

Accepted Answer

A)  late majority 
B)  early majority 
C)  innovator 
D)  laggard 
E)  early adopter 
A)  late majority 
B)  early majority 
C)  innovator 
D)  laggard 
E)  early adopter

Question 15

The overall probability of success for a new product is a function of ________.

Accepted Answer

A)  the probability of technical completion 
B)  the probability of commercialization, given technical completion 
C)  the probability of economic success, given commercialization 
D)  all of the above 
E)  none of the above 
A)  the probability of technical completion 
B)  the probability of commercialization, given technical completion 
C)  the probability of economic success, given commercialization 
D)  all of the above 
E)  none of the above

Question 16

Many companies assign responsibility for new-product ideas to product managers,but product managers are often so busy managing existing lines that they give little thought to new products other than line extensions.

Accepted Answer

A) True 
 B)False

Question 17

When we talk about "early adopters" for a new product,we are concerned with those opinion leaders who carefully search for new technologies that might give them a dramatic competitive advantage.

Accepted Answer

A) True 
 B)False

Question 18

Companies handle the organizational aspect of new-product development in several ways.Some companies use product managers,others use new-product managers,and others use different techniques.List two additional organizational methods .

Accepted Answer

Students may choose two of the

Question 19

________ calls for developing a master chart showing the simultaneous and sequential activities that must take place to launch the product.By estimating how much time each activity takes,the planners estimate completion time for the entire project.

Accepted Answer

A)  Inventory management 
B)  Innovation diffusion 
C)  Critical path scheduling 
D)  Product adoption 
E)  Personal influence 
A)  Inventory management 
B)  Innovation diffusion 
C)  Critical path scheduling 
D)  Product adoption 
E)  Personal influence

Question 20

Adopters of new products move through five stages.These stages begin with ________ and follow with interest,evaluation,trial,and adoption.

Accepted Answer

A)  awareness 
B)  investigation 
C)  innovation 
D)  diffusion process 
E)  none of the above 
A)  awareness 
B)  investigation 
C)  innovation 
D)  diffusion process 
E)  none of the above

Exam 20: Introducing New Market Offerings

Surgeons and ER nurses would be considered ________ for surgical equipment.

__________ is(are)a cross-functional group charged with developing a specific product or business.a. Contract manufacturers

The methodology of quality function deployment takes the list of desired ________ generated by market research and turns them into a list of ________ that the engineers can use.

New products fail at a disturbing rate.In the United States,the failure rate is potentially as high as 95%.New products fail for many reasons.List three of the reasons why new products fail.

New-product development can be hindered by several factors.List three of the factors hindering new-product development.

________ means inviting the Internet community to help create content or software,often with prize money or a moment of glory involved.

Differentiate between a product idea and a product concept.

When the USB memory stick was introduced,it destroyed demand for floppy disks due to its vastly superior storage capacity,cheaper price per unit of storage capacity,and more convenient size,shape,and usage.This was an example of ________.

________ provide quantitative portrayals of market situations and how consumers see different products,services,and brands along various dimensions.

Product-development costs rise substantially with each successive development stage,so screening is intended to drop poor ideas as early as possible.

In commercializing a new product,market-entry timing is critical.Suppose your company has completed its development work on its new pet food feeder product but learns that a competitor is close to launching a competitive product.What three choices does the company face

The ________ technique for stimulating creativity lists all the characteristics of an object and then modifies each to try to arrive at a new idea.

Your personal physician prides himself on being on top of the literature regarding new medicines for his patients.In fact,your doctor prides himself on being the first to prescribe new medicines to help his patients.In marketing terms,your doctor can be said to be a(n)________.

The overall probability of success for a new product is a function of ________.

Many companies assign responsibility for new-product ideas to product managers,but product managers are often so busy managing existing lines that they give little thought to new products other than line extensions.

When we talk about "early adopters" for a new product,we are concerned with those opinion leaders who carefully search for new technologies that might give them a dramatic competitive advantage.

Companies handle the organizational aspect of new-product development in several ways.Some companies use product managers,others use new-product managers,and others use different techniques.List two additional organizational methods .

________ calls for developing a master chart showing the simultaneous and sequential activities that must take place to launch the product.By estimating how much time each activity takes,the planners estimate completion time for the entire project.

Adopters of new products move through five stages.These stages begin with ________ and follow with interest,evaluation,trial,and adoption.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

The methodology of quality function deployment takes the list of desired generated by market research and turns them into a list of that the engineers can use.