Deck 9: New-Product Development and Product Life Cycle Strategies

Question 1

John's fascination for his grandmother's sherbet recipes inspired him to come up with a recipe for SherBetter, a gourmet sherbet for the American market. Which of the following stages of the new-product development process does this exemplify?

A) idea screening
B) idea generation
C) concept testing
D) product development
E) product manufacturing

Answer 1

B

Question 2

Acquisition refers to ________.

A) the buying of a whole company, a patent, or a license to produce someone else's product
B) an agreement between two or more commercial companies to produce a common product
C) a partnership between two companies to produce a product in different countries by sharing risks
D) investments made in a country's businesses by foreign citizens, often in the form of stocks
E) the development of original products, product improvements, product modifications, and new brands through the firm's own product development strategies

Answer 2

A

Question 3

Product improvements, product modifications, and original products can all be classified as ________.

A) blueprints
B) new products
C) prototypes
D) product extensions
E) test products

Answer 3

B

Question 4

Executives at an automobile manufacturing company conducted a brainstorming session for selected employees. This session resulted in a large number of ideas for developing new cars after extensive R&D. The executives then planned to filter out the best ideas during the ________ stage.

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

Question 5

Which of the following statements is true of the idea generation stage in the new-product development process?

A) The purpose of idea generation is to reduce the number of ideas to the least possible number.
B) Truly innovative companies rely exclusively on a single source for new-product ideas.
C) Customers are the least important sources of new-product ideas.
D) Truly innovative companies develop extensive innovation networks that capture ideas and inspiration from every possible source.
E) Truly innovative companies seldom rely on customers and the general public for ideas.

Question 6

Which of the following is a common reason for new product failure?

A) incorrect estimation of the market size
B) low product development costs
C) ineffective social marketing campaigns
D) low selling prices of products
E) patent ownership exclusively held by the company

Question 7

New-product development starts with ________.

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

Question 8

In the new-product development process, the first idea-reducing stage is ________.

A) business analysis
B) idea generation
C) concept development
D) crowdsourcing
E) idea screening

Question 9

A detailed version of a new idea stated in meaningful customer terms is called a ________.

A) product solution
B) product concept
C) product image
D) product proposal
E) product lining

Question 10

Which of the following is an internal source for new-product ideas?

A) competitors
B) company executives
C) marketing research firms
D) trade magazines
E) government agencies

Question 11

A particular firm added three new products earlier this year to increase variety for customers. Two of the products failed to reach the minimal sales quota. Which of the following is LEAST likely to have been the cause of their failure?

A) The products were priced too high.
B) The products were advertised incorrectly.
C) Competitors fought back harder than expected.
D) Product research was too extensive.
E) The product development costs were high.

Question 12

Which of the following is a significant challenge presented by the product life cycle?

A) new-product development
B) static tastes and zero competition
C) anti-trust laws
D) measurement of results
E) plotting the stages as a product goes through them

Question 13

Many companies have developed ________ programs that encourage employees to develop new-product ideas.

A) management
B) inshoring
C) entrepreneurial
D) intrapreneurial
E) offshoring

Question 14

Why are customers often considered the most important sources of new-product ideas?

A) Customers are close to the market and can pass along information about problems and new-product possibilities.
B) The company can analyze customer questions and complaints to find new products that better solve consumer problems.
C) Customers buy competing new products, take them apart to see how they work, analyze sales, and then decide to purchase.
D) Customers review the sales, costs, and profit projections for a new product to find out whether the product satisfies the company's objectives.
E) Customers estimate the minimum and maximum sales to assess the range of risk.

Question 15

A product idea is ________.

A) the way consumers perceive an actual or potential product
B) the knowledge and awareness of a product among consumers
C) a possible product that the company can see itself offering to the market
D) a detailed version of the new-product idea stated in meaningful consumer terms
E) the testing of new-product concepts with groups of target consumers

Question 16

Which of the following is an external source for new-product ideas?

A) project managers
B) engineers
C) salespeople
D) manufacturing staff
E) suppliers

Question 17

Which of the following is the practice of inviting broad communities of customers, employees, independent researchers, and members of the public into the new-product innovation process?

A) brainstorming
B) idea screening
C) crowdsourcing
D) outsourcing
E) concept testing

Question 18

Which of the following is the most likely reason that employees regularly attend trade shows and seminars?

A) to analyze the product life cycle
B) to test new-product concepts
C) to get new-product ideas
D) to imitate competitors' products and strategies
E) to implement a team-based new-product development approach

Question 19

Electron Corp. purchased Proton Corp. by buying all of its assets and ownership equity. This is an example of a(n) ________.

A) new-product development
B) acquisition
C) joint venture
D) greenfield investment
E) divestment

Question 20

Which of the following would most likely be included in an executive's write up of a new-product idea to be presented to a new-product committee?

A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy

Question 21

Once managers of The Grecian Urn have decided on their product concept and marketing strategy, they can evaluate the business attractiveness of the proposal in the ________ stage of the new-product development process.

A) business transformation
B) test marketing
C) business analysis
D) business process reengineering
E) concept testing

Question 22

Which of the following stages in the new-product development would a firm engage itself in immediately after the completion of concept testing?

A) idea screening
B) marketing strategy development
C) business analysis
D) product development
E) idea generation

Question 23

JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product ________.

A) idea
B) displacement
C) image
D) activation
E) placement

Question 24

A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives is called a ________.

A) business feasibility plan
B) marketing strategy development
C) business analysis
D) product acceptance
E) business proposal

Question 25

Which stage of new-product development requires management to estimate minimum and maximum sales to assess the range of risk in launching a new product?

A) concept testing
B) marketing strategy development
C) business analysis
D) product development
E) test marketing

Question 26

In the ________ stage of the new-product development process, products undergo rigorous tests to make sure that they perform safely and effectively, or that consumers will find value in them.

A) product design
B) idea generation
C) concept development and testing
D) product development
E) product activation

Question 27

An attractive product idea must be developed into a ________.

A) concept alternative
B) product concept
C) brand personality
D) brand placement
E) product strategy

Question 28

Neutron Inc. is conducting a business analysis to determine which of the many newly developed apps should be released. To estimate sales, the company must ________.

A) conduct surveys of competitors
B) exclusively consider the government's opinions
C) consider the sales history of similar products
D) apply the PLC concept to industry sales
E) opt for business process reengineering

Question 29

What is included in the first part of a marketing strategy statement?

A) distribution strategy
B) product longevity
C) long-run sales goals
D) promotional mixes
E) target market description

Question 30

Which of the following is included in the third part of the marketing strategy statement?

A) the planned value proposition
B) distribution strategy
C) the product's planned price
D) marketing budget
E) the planned long-run sales

Question 31

Which of the following is included in the second part of the marketing strategy statement?

A) advertising tagline
B) promotional mix
C) planned price
D) customer segmentation
E) operational excellence

Question 32

Which of the following groups do marketers involve for the process of concept testing new products?

A) suppliers
B) employees
C) target consumers
D) manufacturers
E) competitors

Question 33

Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________.

A) test marketing
B) focus group surveys
C) commercialization
D) concept testing
E) business analysis

Question 34

Which of the following statements is true of the new-product development process?

A) The purpose of the idea screening stage is to create a large number of ideas.
B) Under the business analysis stage, if the new product satisfies the company's objectives, the product then moves to the product development stage.
C) A product concept is the way consumers perceive an actual or potential product.
D) The concept testing stage is the stage at which the product and its proposed marketing program are introduced into realistic market settings.
E) Commercialization is the process of inviting broad communities of people such as customers, employees, and scientists into the new-product innovation process.

Question 35

A group of business entrepreneurs who worried about their teenage children drinking and driving decided there must be some way to approach this problem proactively. They came up with an idea for a pair of blurry goggles. They believed looking through the goggles would simulate what the world looks like when someone is seriously intoxicated. They developed a crude pair of blurry goggles to show prospective customers. This crude pair of goggles is known as a ________.

A) prototype
B) component part
C) synergistic model
D) product image
E) product idea

Question 36

P&G introduced Duncan Hines ready-to-spread frosting in a small geographic area. When General Mills became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This illustrates ________.

A) why many companies engage in crowdsourcing
B) one of the problems associated with test marketing
C) why prototypes are so important
D) how idea screening can make a product a commercial success
E) the importance of different sources for idea generation

Question 37

A ________ is the way consumers perceive an actual or potential product.

A) product idea
B) product concept
C) product image
D) brand personality
E) concept test

Question 38

Which of the following stages of the new-product development process occurs immediately after the completion of the business analysis for the product or service?

A) idea screening
B) product development
C) product activation
D) marketing strategy development
E) product design

Question 39

Yummy Peanut Butter created a new coconut-flavored peanut butter that it tested in a small number of representative cities. The company plans to use the results to forecast national sales and profits. Which of the following did the firm use?

A) controlled test markets
B) simulated test markets
C) standard test markets
D) ambush marketing
E) affinity marketing

Question 40

Which of the following statements best explains why idea screening may be the most important step of new-product development?

A) It increases the number of ideas generated.
B) It provides an opportunity for the marketer to test the prototype in a simulated market.
C) It helps forecast the products' sales and profits accurately for a specific period.
D) It gives research and development team members an opportunity to gather consumer feedback.
E) It saves the company money in product development costs by going ahead with only the product ideas that are likely to be profitable.

Question 41

Which of the following is the goal of the team-based new-product development approach when it uses cross-functional teams that overlap the steps in the process?

A) gain a big competitive edge by getting the right new products to market
B) save time and increase effectiveness
C) increase production efficiency and customer satisfaction
D) speed product distribution to market and reduce costs
E) reduce organizational tension and confusion

Question 42

Under a team-based new-product development approach, ________.

A) a single departmental team works to complete different stages of the process before passing the new product along to the next department and stage
B) the organizational tension and confusion is less than under the sequential approach
C) company departments work closely together in cross-functional teams
D) a bottleneck at one phase can seriously delay an entire project
E) the new product passes from one department to another before finalizing

Question 43

Skyrim Corp. lacks the capital and capacity to launch its new helicopter for full national and international distribution. If the test market results look promising, what should be management's next step?

A) retest the product in additional markets
B) develop a planned market rollout over time
C) liquidate its assets to gain capital and capacity
D) seek the help of a nationally known consultant
E) develop a prototype

Question 44

Introducing a new product into the market is called ________.

A) test marketing
B) simulation
C) co-marketing
D) commercialization
E) segmentation

Question 45

All of the following are disadvantages of test marketing EXCEPT that test marketing ________.

A) is typically expensive
B) can be time consuming
C) enables competitors to gain advantages
D) encourages dishonesty among participants
E) fails to guarantee product success in the market

Question 46

Steelz Inc. has designed a process that manufactures an improved version of steel more efficiently, which will save the firm both money and resources. In considering the launch of this new steel in the market, the firm must first decide on ________.

A) timing
B) location
C) organizational structure
D) test marketing
E) product mix

Question 47

Which of the following statements is true of test marketing?

A) The amount of test marketing needed remains constant for each new product.
B) When the costs of developing and introducing the product are low, the company will have to do significant test marketing.
C) Test marketing is seldom done on products that are risky.
D) Test marketing is seldom done when management is not sure of the product or its marketing program.
E) Test marketing costs can be high, and it takes time that may allow competitors to gain advantages.

Question 48

Which of the following focuses on finding new ways to solve customer problems and create more customer-satisfying experiences?

A) concept testing process
B) customer value proposition
C) customer-centered new-product development
D) customer lifetime value
E) team-based new-product development

Question 49

Which of the following is the most likely circumstance for a company to decide to do little or no test marketing?

A) when the new product requires a major investment
B) when management lacks confidence in the new product
C) when management lacks confidence in the marketing strategy
D) when the product has no substitutes and is new in its category
E) when the costs of developing and introducing the product are low

Question 50

At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in cross-functional groups to save time and money in the new-product development process. Fantastic Flavors uses a ________ approach.

A) customer-centered new-product development
B) sequential product development
C) team-based new-product development
D) heuristic
E) functional

Question 51

________ is a new-product development approach in which one company department works to complete its stage of the process before passing the new product along to the next department and stage.

A) Team-based product development
B) Simultaneous product development
C) Sequential product development
D) Horizontal integration
E) Vertical integration

Question 52

In a(n) ________, new products and marketing tactics are tested among specifically identified groups of customers and stores.

A) controlled test market
B) simulated test market
C) standard test market
D) systematic sample
E) accidental sample

Question 53

According to the text, the search for new-product ideas should most likely be ________.

A) intermittent
B) holistic
C) segmented
D) compartmentalized
E) flexible

Question 54

Which of the following involves costs that most likely occur during the commercialization stage of new-product development?

A) building or renting a manufacturing facility
B) paying target customers for product feedback
C) determining the product's planned distribution
D) developing a prototype of the product
E) identifying target markets

Question 55

Which of the following is a disadvantage of a team-based approach to new-product development?

A) It takes longer for the development of a new product.
B) The development effort is not as effective because of employee inexperience.
C) It decreases the efficiency of the new-product development process.
D) It results in organizational confusion and tension.
E) The process does not work with the shorter life cycles of many of today's products.

Question 56

P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Mills became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. General Foods was able to enter the ________ stage of the new-product development process before P&G could.

A) commercialization
B) co-marketing
C) idea generation
D) idea screening
E) simulation

Question 57

According to the commercialization stage of the new-product development process, following the decision to introduce the new product at a particular time, a company must next decide ________.

A) where to launch the new product
B) how to launch the new product
C) why to launch the new product
D) what pricing strategies to implement
E) what marketing mix elements to use

Question 58

In a ________, new products and marketing tactics are tested online in a virtual shopping environment.

A) controlled test market
B) simulated test market
C) standard test market
D) focus group
E) survey

Question 59

A company getting ready to launch a new product must make several decisions. The company must first decide on ________.

A) whether to launch the product in a single location
B) whether to launch the product in a region
C) whether to launch the product into full national distribution
D) when to introduce the product
E) when to develop a planned market rollout

Question 60

The major purpose of test marketing is to provide management with the information needed to make a final decision about ________.

A) how to develop a marketing strategy
B) which market to compete in
C) whether to launch the new product
D) how to compete in the market
E) how long to compete in the market

Question 61

Most products in the marketplace are in the ________ stage of the product life cycle.

A) growth
B) decline
C) maturity
D) introduction
E) development

Question 62

Which stage in the PLC normally lasts longest and poses strong challenges to marketing managers?

A) growth
B) decline
C) maturity
D) introduction
E) adoption

Question 63

Which of the following stages of the PLC is characterized with high promotional expenditures that result from an effort to create consumer awareness?

A) growth
B) product development
C) maturity
D) introduction
E) decline

Question 64

The more formal "business attire" look of corporate dress of the 1980s and 1990s gave way to the "business casual" look of the 2000s. This is an example of a ________.

A) style
B) fashion
C) fad
D) subculture
E) norm

Question 65

A style is best defined as a ________.

A) currently popular trend in retail goods
B) popular consumer taste at a given time
C) temporary period of unusually high sales
D) short-term component of the marketing mix
E) basic and distinctive mode of expression

Question 66

________ is the product life cycle period when sales fall off and profits drop.

A) Introduction
B) Growth
C) Maturity
D) Decline
E) Product development

Question 67

A company can install a(n) ________ management system to collect, review, evaluate, and manage new-product ideas.

A) quality
B) innovation
C) content
D) supply chain
E) customer relationship

Question 68

Some products that have entered the decline stage have been cycled back to the growth stage through ________.

A) repositioning
B) ambush marketing
C) proximity mapping
D) dumping
E) offshoring

Question 69

According to the PLC, the ________ stage is reached when sales plunge to zero, or when they drop to a low level where they continue for many years.

A) laggard
B) decline
C) maturity
D) growth
E) incubation

Question 70

Flurrbies, a brand of unique winter accessories that quickly fell in and out of favorability with customers, is an example of a ________.

A) style
B) fashion
C) fad
D) norm
E) subculture

Question 71

Which stage in the product life cycle is characterized by rapid market acceptance and increasing profits?

A) introduction
B) maturity
C) growth
D) decline
E) product development

Question 72

Which of the following stages of the PLC is characterized with the same level or slightly higher level of promotional expenditures in an attempt to respond to increasing competition?

A) growth
B) decline
C) maturity
D) product development
E) adoption

Question 73

The innovation management system approach yields two favorable outcomes: it helps create an innovation-oriented company culture, and it ________.

A) clearly assigns responsibility for the process to a single department
B) yields a larger number of new-product ideas
C) guarantees successful products
D) frees up senior management time
E) requires less budget support

Question 74

Which of the following statements characterizes the introduction stage of the PLC?

A) There are increased marketing outlays.
B) Profits are nonexistent.
C) The company incurs minimal expenses.
D) The product achieves acceptance by most potential buyers.
E) Promotional expenditures are zero.

Question 75

Kellogg's begins to sell its cereals in new markets after conducting extensive marketing research. After the cereal begins to appear in these new markets, the company increases its promotion expenditure to check competition. Kellogg's is in the ________ stage of the product life cycle.

A) introduction
B) growth
C) maturity
D) decline
E) adoption

Question 76

Which term refers to the course that a product's sales and profits take over its lifetime?

A) total product process
B) service life
C) product mix
D) product life cycle
E) marketing mix

Question 77

Which of the following would lead to greater competition in the maturity stage of the PLC?

A) overcapacity
B) market pioneers
C) poor management
D) inadequate promotion
E) diminishing budgets

Question 78

Which of the following best characterizes the decline stage of product development?

A) rapid market acceptance
B) slow sales growth
C) sales and profits decline
D) high investment costs
E) increasing profits

Question 79

The PLC concept can be applied by marketers as a useful framework for describing how ________.

A) competitors' moves are predicted
B) marketing strategies are developed
C) products and markets work
D) concept testing is conducted
E) product ideas are developed

Question 80

Big Moose Toys is a market pioneer introducing a modern version of Bubble the Moose, a character from an animated television series originally broadcast in the '50s and '60s. The company's version of Sandy the Flying Squirrel, a character from the show targeted to baby boomers, was a strong success. Since the firm is a market pioneer, it needs to make the new launch strategy for Bubble consistent with the intended ________.

A) pricing
B) product positioning
C) brand extension
D) prototype
E) fad