Question 1

Advantages of sales-wave research include an indication of ________.

Accepted Answer

A)  trial rates the product would achieve with different sales promotion incentives 
B)  the brand's power to gain distribution and favorable shelf position 
C)  the likely success of network effects on the purchase of the product 
D)  levels of satisfaction for those who try the product 
E)  all of the above 
A)  trial rates the product would achieve with different sales promotion incentives 
B)  the brand's power to gain distribution and favorable shelf position 
C)  the likely success of network effects on the purchase of the product 
D)  levels of satisfaction for those who try the product 
E)  all of the above

Question 2

Although developing new products can help a company get ahead in the marketplace,if a company currently markets a successful product,there is no need to spend money or staff time on developing new products.

Accepted Answer

A) True 
 B)False

Question 3

Most established companies focus on incremental innovation,which is the gradual improvement of existing products.

Accepted Answer

A) True 
 B)False

Question 4

Your company is in the beginning stages of rolling out its new line of fishing gear.Targeted consumers include fishing clubs,sporting good store buyers,and subscribers to fishing magazines.In marketing terms,these prime prospects would be classified as ________.

Accepted Answer

A)  indirect users 
B)  innovators 
C)  early adopters 
D)  heavy users 
E)  laggards 
A)  indirect users 
B)  innovators 
C)  early adopters 
D)  heavy users 
E)  laggards

Question 5

You have been asked to participate in an idea-generating session at work.You and your group have been asked to list all the normal assumptions about desk chairs and then asked to reverse them.What creative technique area you using

Accepted Answer

This isrev

Question 6

The new-product development process is always linear-products move past the stage gates in sequence and are not allowed to backtrack through previous gates.

Accepted Answer

A) True 
 B)False

Question 7

Many top companies use the ________ to manage the innovation process.They divide the process into several phases,and at the end of each phase is a checkpoint where senior managers can make go,kill,hold,or recycle decisions.

Accepted Answer

A)  skunkworks system 
B)  stage-gate system 
C)  spiral development process 
D)  new-product department technique 
E)  reverse assumption analysis technique 
A)  skunkworks system 
B)  stage-gate system 
C)  spiral development process 
D)  new-product department technique 
E)  reverse assumption analysis technique

Question 8

The ________ method of measuring customer preferences presents pairs of items and asks the consumer which one is preferred in each pair.

Accepted Answer

A)  rank-order 
B)  paired-comparison 
C)  monadic-rating 
D)  alpha-testing 
E)  beta-testing 
A)  rank-order 
B)  paired-comparison 
C)  monadic-rating 
D)  alpha-testing 
E)  beta-testing

Question 9

In ________,respondents see different hypothetical offers formed by combining varying levels of the attributes,then rank the various offers.

Accepted Answer

A)  conjoint analysis 
B)  marketing strategy 
C)  gap research 
D)  need assessment 
E)  skunkworks 
A)  conjoint analysis 
B)  marketing strategy 
C)  gap research 
D)  need assessment 
E)  skunkworks

Question 10

Describe concept testing as it is used to manage the development process.

Accepted Answer

Concept testing involves presenting the

Question 11

The traditional company-centric approach to product innovation is giving way to ________.

Accepted Answer

A)  the increasing importance of company R&D departments 
B)  the cocreation of products with consumers 
C)  the insights of senior executives in the go/no-go stage-gate decisions 
D)  a more financially strict attitude toward funding new-product development 
E)  all of the above 
A)  the increasing importance of company R&D departments 
B)  the cocreation of products with consumers 
C)  the insights of senior executives in the go/no-go stage-gate decisions 
D)  a more financially strict attitude toward funding new-product development 
E)  all of the above

Question 12

Replacement sales are generally very easy to estimate before the product is in use.

Accepted Answer

A) True 
 B)False

Question 13

The ________ technique for stimulating creativity starts with a problem,such as "getting something from one place to another via a powered vehicle," then lists every possible combination of attributes,such as the type of platform,the medium,and the power source.

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

When Scott Paper couldn't compete with Fort Howard Paper Co.on price for the lucrative institutional toilet tissue market,it decided to differentiate by making larger rolls of paper and providing institutional customers with free dispensers.This is 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 15

The five stages of the consumer adoption process are awareness,interest,evaluation,purchase,and disposal.

Accepted Answer

A) True 
 B)False

Question 16

The term "complexity" is defined as the degree to which the innovation is difficult to understand and use.

Accepted Answer

A) True 
 B)False

Question 17

Most new-product activity is devoted to ________.

Accepted Answer

A)  repositioning existing products 
B)  developing new-to-the-world products 
C)  backward innovation 
D)  improving existing products 
E)  none of the above 
A)  repositioning existing products 
B)  developing new-to-the-world products 
C)  backward innovation 
D)  improving existing products 
E)  none of the above

Question 18

Concept testing of prototypes is particularly easy with radically different,new-to-the-world products.

Accepted Answer

A) True 
 B)False

Question 19

Following a successful concept test,the new-product manger will develop a preliminary strategy plan for introducing the new product into the market.This plan consists of three parts.List and briefly describe the elements contained in these three parts.

Accepted Answer

The first part describes the target mark

Question 20

New-to-the world products are products that create entirely new markets.

Accepted Answer

A) True 
 B)False

Exam 20: Introducing New Market Offerings

Advantages of sales-wave research include an indication of ________.

Although developing new products can help a company get ahead in the marketplace,if a company currently markets a successful product,there is no need to spend money or staff time on developing new products.

Most established companies focus on incremental innovation,which is the gradual improvement of existing products.

Your company is in the beginning stages of rolling out its new line of fishing gear.Targeted consumers include fishing clubs,sporting good store buyers,and subscribers to fishing magazines.In marketing terms,these prime prospects would be classified as ________.

You have been asked to participate in an idea-generating session at work.You and your group have been asked to list all the normal assumptions about desk chairs and then asked to reverse them.What creative technique area you using

The new-product development process is always linear-products move past the stage gates in sequence and are not allowed to backtrack through previous gates.

Many top companies use the ________ to manage the innovation process.They divide the process into several phases,and at the end of each phase is a checkpoint where senior managers can make go,kill,hold,or recycle decisions.

The ________ method of measuring customer preferences presents pairs of items and asks the consumer which one is preferred in each pair.

In ________,respondents see different hypothetical offers formed by combining varying levels of the attributes,then rank the various offers.

Describe concept testing as it is used to manage the development process.

The traditional company-centric approach to product innovation is giving way to ________.

Replacement sales are generally very easy to estimate before the product is in use.

The ________ technique for stimulating creativity starts with a problem,such as "getting something from one place to another via a powered vehicle," then lists every possible combination of attributes,such as the type of platform,the medium,and the power source.

When Scott Paper couldn't compete with Fort Howard Paper Co.on price for the lucrative institutional toilet tissue market,it decided to differentiate by making larger rolls of paper and providing institutional customers with free dispensers.This is an example of ________.

The five stages of the consumer adoption process are awareness,interest,evaluation,purchase,and disposal.

The term "complexity" is defined as the degree to which the innovation is difficult to understand and use.

Most new-product activity is devoted to ________.

Concept testing of prototypes is particularly easy with radically different,new-to-the-world products.

Following a successful concept test,the new-product manger will develop a preliminary strategy plan for introducing the new product into the market.This plan consists of three parts.List and briefly describe the elements contained in these three parts.

New-to-the world products are products that create entirely new markets.

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

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