Question 1

What exactly is analyzed during the business analysis phase of new-product development?

Accepted Answer

The answer of What exactly is analyzed during the business...

Question 2

How a pair of jeans looks,regardless of the price,is an example of styling.

Accepted Answer

A) True 
 B)False

Question 3

Competitive interference with a test-marketing program is called

Accepted Answer

A)  tactical interference. 
B)  jamming. 
C)  test interference. 
D)  squeezing. 
E)  ramming. 
A)  tactical interference. 
B)  jamming. 
C)  test interference. 
D)  squeezing. 
E)  ramming.

Question 4

If Ford adds a driver-side sliding door,side impact airbags,and a small television with DVD player to its Freestar Minivan,it is differentiating its product based on

Accepted Answer

A)  styling. 
B)  support services. 
C)  design. 
D)  product features. 
E)  product quality. 
A)  styling. 
B)  support services. 
C)  design. 
D)  product features. 
E)  product quality.

Question 5

Use the following to answer the questions.
Jonathan Moore,president of Polar Manufacturing Company,has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve.He specifically feels they could do a better job in managing Polar's product mix.Jonathan calls a meeting of all the managers responsible for each of the product lines that Polar currently manufactures.The group decides that they need to eliminate the complete industrial product line of ice chests,and plan to do so by letting the product decline without any changes in the marketing strategy or product.The group also decides to delete Polar's line of personal thermal underwear,however this product is to be discontinued within the week due to its unprofitability.While discussing these strategies,the group has also uncovered several customer groups for which new products could be developed.The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development.
-Refer to Scenario 11.2.The decision to delete the industrial product line of ice chests is an example of deleting a product through a(n)____,while the decision to drop the thermal underwear line is an example of a(n)____.

Accepted Answer

A)  run-out; phase out 
B)  phase-out; immediate drop 
C)  immediate drop; run-out 
D)  immediate drop; phase-out 
E)  phase-out; run-out 
A)  run-out; phase out 
B)  phase-out; immediate drop 
C)  immediate drop; run-out 
D)  immediate drop; phase-out 
E)  phase-out; run-out

Question 6

Concept testing gives reliable feedback,but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 7

If Jason Carter,product manager at SeaRay Boats,became aware that Bass Boats,Inc.,was in the process of test marketing a new line of shallow-water fishing boats in the southeast region,he might want to engage in ____ to reduce the validity of the other firm's results.

Accepted Answer

A)  testing interference 
B)  leadership pricing 
C)  jamming 
D)  test marketing 
E)  stress marketing 
A)  testing interference 
B)  leadership pricing 
C)  jamming 
D)  test marketing 
E)  stress marketing

Question 8

What is the primary distinction between a line extension and a product modification?

Accepted Answer

A)  A product modification results in a completely new product while a line extension is simply changing an old product. 
B)  In both cases an existing product is altered,but the alteration is more dramatic with a product modification than it is with a line extension. 
C)  Line extensions are designed to better meet the needs of the existing market segment while product modifications target entirely new segments of the market. 
D)  With product modifications,the original product is replaced in the product line while both the old and the new products remain in the case of line extension. 
E)  Line extensions are strictly aesthetic changes to an existing product whereas product modifications consist of changes in quality and functionality. 
A)  A product modification results in a completely new product while a line extension is simply changing an old product. 
B)  In both cases an existing product is altered,but the alteration is more dramatic with a product modification than it is with a line extension. 
C)  Line extensions are designed to better meet the needs of the existing market segment while product modifications target entirely new segments of the market. 
D)  With product modifications,the original product is replaced in the product line while both the old and the new products remain in the case of line extension. 
E)  Line extensions are strictly aesthetic changes to an existing product whereas product modifications consist of changes in quality and functionality.

Question 9

The three major ways to modify a product include

Accepted Answer

A)  aesthetic,quality,and functional changes. 
B)  extensions,generations,and upgrades. 
C)  color,size,and quantity modifications. 
D)  styling,product features,and product design. 
E)  quality,quantity,and design. 
A)  aesthetic,quality,and functional changes. 
B)  extensions,generations,and upgrades. 
C)  color,size,and quantity modifications. 
D)  styling,product features,and product design. 
E)  quality,quantity,and design.

Question 10

During which stage of new-product development does the firm consider profitability?

Accepted Answer

A)  Idea generation 
B)  Testing 
C)  Business analysis 
D)  Product development 
E)  Compatibility research 
A)  Idea generation 
B)  Testing 
C)  Business analysis 
D)  Product development 
E)  Compatibility research

Question 11

Discuss the major approaches that marketers use to differentiate their products.

Accepted Answer

The answer of Discuss the major approaches that marketers use...

Question 12

Test marketing is used by companies of all sizes,primarily because of the perceived risk of product failure on the open market and the associated consequences.

Accepted Answer

A) True 
 B)False

Question 13

Use the following to answer the questions.
Cheetos Fat-free Crunchies is a product developed through advanced technology.Cheetos engineered a technique for making reduced-fat snacks that taste cheesier and stay fresh longer.Cheetos introduced Fat-free Crunchies in limited markets in 2008 and began national distribution in 2009.
About 18 months later,a series of competitors' ads was run to counter claims that Cheetos Crunchies actually contained 1.5 grams of fat,and that they contained preservatives and additives.Research showed that the taste of Cheetos Crunchies was also perceived negatively by some people.To save the product,Cheetos reduced the remaining fat to 0 grams,took out the preservatives,and improved the taste.
-Refer to Scenario 11.1.Suppose that Cheetos stops production of Cheetos Fat-free Crunchies and sells all of its remaining inventory to a warehouse club.This would be an example of a(n)

Accepted Answer

A)  strategy for the maturity phase. 
B)  phase out product deletion strategy. 
C)  immediate-drop decision. 
D)  pullout product deletion policy. 
E)  return to test marketing. 
A)  strategy for the maturity phase. 
B)  phase out product deletion strategy. 
C)  immediate-drop decision. 
D)  pullout product deletion policy. 
E)  return to test marketing.

Question 14

The major drawback to using aesthetic modifications is

Accepted Answer

A)  the cost of the modifications. 
B)  that the value of the modification is determined subjectively. 
C)  the need for redesign of the product. 
D)  a possible decrease in market share. 
E)  that there is no differentiation for the product in the market. 
A)  the cost of the modifications. 
B)  that the value of the modification is determined subjectively. 
C)  the need for redesign of the product. 
D)  a possible decrease in market share. 
E)  that there is no differentiation for the product in the market.

Question 15

One disadvantage of test marketing a new product is that

Accepted Answer

A)  the product is distributed on a regional basis. 
B)  competitors may copy the product. 
C)  the results give little indication of the product's future success. 
D)  price,advertising,and packaging cannot be varied from market to market. 
E)  it might fail before it can be commercialized. 
A)  the product is distributed on a regional basis. 
B)  competitors may copy the product. 
C)  the results give little indication of the product's future success. 
D)  price,advertising,and packaging cannot be varied from market to market. 
E)  it might fail before it can be commercialized.

Question 16

Elizabeth from marketing,Manuel from finance,Tony from production,Cynthia from engineering,and Alexandra from research and development were put together by their company to develop a new low-calorie,high-nutrition snack treat.These five people are a(n)____ at their company.

Accepted Answer

A)  venture team 
B)  SWAT team 
C)  brand management group 
D)  idea generation group 
E)  product positioning group 
A)  venture team 
B)  SWAT team 
C)  brand management group 
D)  idea generation group 
E)  product positioning group

Question 17

Compared with other phases of the new-product development process,the largest number of new-product ideas is rejected during the ____ phase.

Accepted Answer

A)  idea generation 
B)  concept testing 
C)  business analysis 
D)  screening 
E)  test marketing 
A)  idea generation 
B)  concept testing 
C)  business analysis 
D)  screening 
E)  test marketing

Question 18

The dropping approach to product deletion generates a sales spurt just before removing the product from the market.

Accepted Answer

A) True 
 B)False

Question 19

The test-marketing stage

Accepted Answer

A)  is an extension of the screening stage. 
B)  should come immediately after business analysis. 
C)  ensures that the product will not fail. 
D)  is a sample launching of the entire marketing mix. 
E)  prevents competitors from copying the product. 
A)  is an extension of the screening stage. 
B)  should come immediately after business analysis. 
C)  ensures that the product will not fail. 
D)  is a sample launching of the entire marketing mix. 
E)  prevents competitors from copying the product.

Question 20

Delivery,installation,financing,repair,warranties,and guarantees are all examples of product features.

Accepted Answer

A) True 
 B)False

Exam 11: Strategic Product Management

What exactly is analyzed during the business analysis phase of new-product development?

How a pair of jeans looks,regardless of the price,is an example of styling.

Competitive interference with a test-marketing program is called

If Ford adds a driver-side sliding door,side impact airbags,and a small television with DVD player to its Freestar Minivan,it is differentiating its product based on

Concept testing gives reliable feedback,but at a relatively high cost.

If Jason Carter,product manager at SeaRay Boats,became aware that Bass Boats,Inc.,was in the process of test marketing a new line of shallow-water fishing boats in the southeast region,he might want to engage in ____ to reduce the validity of the other firm's results.

What is the primary distinction between a line extension and a product modification?

The three major ways to modify a product include

During which stage of new-product development does the firm consider profitability?

Discuss the major approaches that marketers use to differentiate their products.

Test marketing is used by companies of all sizes,primarily because of the perceived risk of product failure on the open market and the associated consequences.

The major drawback to using aesthetic modifications is

One disadvantage of test marketing a new product is that

Elizabeth from marketing,Manuel from finance,Tony from production,Cynthia from engineering,and Alexandra from research and development were put together by their company to develop a new low-calorie,high-nutrition snack treat.These five people are a(n)____ at their company.

Compared with other phases of the new-product development process,the largest number of new-product ideas is rejected during the ____ phase.

The dropping approach to product deletion generates a sales spurt just before removing the product from the market.

The test-marketing stage

Delivery,installation,financing,repair,warranties,and guarantees are all examples of product features.

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters