Question 1

Commercialization is the stage in the new-product process

Accepted Answer

A)  at which the product is positioned and launched in full-scale production and sales. 
B)  during which the firm performs its final evaluations of the new-product. 
C)  when second-year sales forecasts are compared to actual first-year sales figures using a marketing dashboard. 
D)  when advertising campaigns are evaluated using Starch scores to identify brand awareness. 
E)  at which the product generates the greatest sales and profits.

Question 2

New-product strategy development refers to

Accepted Answer

A)  the stage of the new-product process where specific product features and benefits are selected prior creating a new-product prototype. 
B)  the stage of the new-product process that defines the strategic role for a new product in terms of the firm's overall objectives. 
C)  a formalized protocol for new product development determined by director of marketing. 
D)  the process of presenting cross-functional teams with a written new-product concept statement and asking them to respond to it in writing. 
E)  the stage of the new-product process that turns the idea on paper into a prototype, which results in a demonstrable, producible product corresponding to its protocol.

Question 3

forward-looking companies have discovered that their own organization does not generate enough useful new-product ideas.This has caused them to find new product ideas by developing strategic relationships with outside individuals and organizations.This practice is referred to as __________.

Accepted Answer

A)  innovation alliances 
B)  open innovation 
C)  open collaboration 
D)  "piggy-back thinking" 
E)  stakeholder cooperation

Question 4

Marissa,a college student,and her father,a wealthy businessman,were each considering the purchase of a new automobile.As a college student with limited financial resources,Marissa went from car dealer to car dealer in several different cities searching for the lowest price on a new economy car.She devoted a great deal of time and energy to getting the best value for her money.For Marissa,an automobile was a __________.

Accepted Answer

A)  specialty product 
B)  unsought product 
C)  discretionary product 
D)  shopping product 
E)  convenience product

Question 5

of the following were brand extension disasters EXCEPT:

Accepted Answer

A)  Cosmopolitan yogurt. 
B)  Frito Lay lemonade. 
C)  Life Savers soda. 
D)  Bic disposable underwear. 
E)  Windows Vista.

Question 6

Newman's Own is a company that gives all of its profits to charities.The company produces popcorn,salsa,pasta sauce,and salad dressings under the Newman's Own brand name.These product lines comprise the company's

Accepted Answer

A)  product mix. 
B)  stock keeping units. 
C)  product category. 
D)  product class. 
E)  marketing category.

Question 7

addition to seeking ideas from more well-known sources,organizations also get ideas from universities,inventors,and small nontraditional firms.For example,inventor Gary Schwartzberg sold his idea for __________ to Kraft Foods,Inc.

Accepted Answer

A)  scones with coffee-flavored cream filling 
B)  an Omega-3 enriched SKU for the Philadelphia cream cheese line 
C)  tube-shaped bagels filled with Philadelphia cream cheese 
D)  deep fried chicken skins for people who cannot eat pork 
E)  a crispy baked macaroni and cheese snack that can be eaten out of a bag like Cheetos

Question 8

Explain the difference between consumer products and business products.Why are some products difficult to categorize as one or the other? Give an example of a business product,a consumer product,and a product that is difficult to categorize.

Accepted Answer

The answer of Explain the difference between consumer products and...

Question 9

product that has tangible attributes that a consumer's five senses can perceive is referred to as a(n)

Accepted Answer

A)  service. 
B)  product concept. 
C)  good. 
D)  new idea. 
E)  artifact.

Question 10

reason new products fail is that although most major corporations use a formal decision making process,occasionally they will "skip" a stage of the new-product process,often with disastrous results.This is why many firms have a __________ to ensure that problems are corrected before proceeding to the next stage.

Accepted Answer

A)  protocol 
B)  gate 
C)  task force 
D)  barrier 
E)  turnstile

Question 11

Which of the following statements regarding "goods" is MOST accurate?

Accepted Answer

A)  Nondurable goods would rely more on advertising than durable goods. 
B)  Durable goods would benefit more on advertising than nondurable goods. 
C)  There is little if any difference between marketing actions between durable and nondurable goods. 
D)  Nondurable goods would rely more on personal selling than durable goods. 
E)  The durable and nondurable classification applies to services as well as to products.

Question 12

Leona hates carrying a camera with her on vacations.If she only knew of the existence of the ½" thick Logitech pocket digital camera that easily fits in any pocket! For Leona,the Logitech camera is a(n)

Accepted Answer

A)  shopping product. 
B)  convenience product. 
C)  specialty product. 
D)  unsought product. 
E)  discretionary product.

Question 13

Which of the following is NOT a benefit of using the Activeion Ionator?

Accepted Answer

A)  safety 
B)  sustainability 
C)  fun 
D)  simplicity of use 
E)  cost of the Ionator unit itself

Question 14

of the following are examples of test markets EXCEPT:

Accepted Answer

A)  controlled test market 
B)  concept test market 
C)  simulated test market 
D)  laboratory test market 
E)  standard test market

Question 15

emphasis of a marketing strategy for a continuous innovation concentrates on

Accepted Answer

A)  obtaining widespread distribution. 
B)  setting a low price. 
C)  using advertising to generate awareness. 
D)  using reminder advertising. 
E)  using personal selling.

Question 16

Figure 10-3
-Figure 10-3 above represents the seven stages of the new-product development process.Stage 2 is the __________ stage.

Accepted Answer

A)  idea generation 
B)  screening and evaluation 
C)  screening and analysis 
D)  new-product strategy development 
E)  product assessment

Question 17

International's Hey! There's A Monster In My Room spray with a bubble-gum fragrance was designed to rid scary creatures from a kid's bedroom.Although a clever idea,it failed because it

Accepted Answer

A)  did not satisfy customer needs on critical factors. 
B)  had poor product quality. 
C)  had bad timing. 
D)  had an incomplete market and product protocol. 
E)  had too little market attractiveness.

Question 18

Commercialization refers to

Accepted Answer

A)  the point at which a new product has diffused throughout the marketplace. 
B)  the introduction of an offering to sequential geographic areas of the U.S. 
C)  exposing actual products to prospective consumers under realistic purchase conditions. 
D)  the stage of the new-product process that positions and launches a new product in full-scale production and sales. 
E)  the point where new-product concepts are transformed into prototypes.

Question 19

Among business products,drafting tables would best be considered which type of support products?

Accepted Answer

A)  installations 
B)  accessory equipment 
C)  supplies 
D)  industrial services 
E)  raw materials

Question 20

new-product process an organization goes through to identify business opportunities and convert them into salable products or services contains

Accepted Answer

A)  three main steps: research, production, and distribution. 
B)  four distinct steps: research, evaluation, production, and distribution. 
C)  five key phases ranging from idea generation to creating the first prototype. 
D)  seven stages from new product strategy development to commercialization. 
E)  three phases: planning, implementation, and evaluation.

Exam 10: Developing New Products and Services