Question 1

A(n)________ is a possible product the company might offer to the market.

Accepted Answer

A product idea is a possible product the company might offer to the market. Test brand is not a commonly used term in marketing, alpha and beta versions are typically used in software development, and a product concept goes beyond a simple idea to include detailed attributes, benefits, and positioning.

Question 2

________ works by listing all the normal assumptions about an entity and then turning them around.

Accepted Answer

Reverse assumption analysis involves taking all the standard assumptions made about an entity and turning them on their head. This can help to generate new, creative ideas and perspectives, and break out of traditional ways of thinking.

Question 3

The ________ technique used for stimulating creativity identifies a problem and then considers the dimension, the medium, and the power source.

Accepted Answer

The technique described is morphological analysis, which involves identifying a problem and breaking it down into dimensions, then considering different combinations of these dimensions, along with potential mediums and power sources, to generate new ideas and solutions. Option A, attribute listing, involves listing the attributes or characteristics of the problem and brainstorming new ideas based on these attributes. Option B, reverse assumption analysis, involves questioning and challenging assumptions about a problem or situation to generate new perspectives and solutions. Option C, mind mapping, involves visually organizing and connecting ideas and concepts to explore different possibilities and connections. Option D, lateral marketing, is a term used in marketing to describe the application of creative and unconventional thinking to marketing strategies and campaigns.

Question 4

________ means presenting the product concept to target consumers, symbolically of physically, and getting their reactions.

Accepted Answer

Concept testing means presenting the product concept to target consumers and getting their reactions. A) Perceptual mapping is a visual representation of customer perceptions and preferences. B) Brand-positioning mapping is a tool used to visualize how different brands are positioned in the market. C) Brand attribute mapping is a tool used to understand how consumers perceive different attributes of a brand. D) Concept development is the process of generating and refining ideas for new products or services.

Question 5

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

Accepted Answer

The answer of Surgeons and ER nurses would be considered...

Question 6

Many believe that customer focus does not help to create better or new products. This belief rests on which of the following ideas?

Accepted Answer

The belief that customer focus does not help to create better or new products rests on the idea that customers are at times unaware of what they really want. This suggests that their suggestions for new or improved products may not be accurate or effective in creating successful products.

Question 7

Gordon Apparel, Inc. engages in the design, manufacture, and retail of fashion apparel for women, men, children, and pets. The company is known for its timely launch of apparels and stylish designer clothing. The company believes a new product has to create needs and not just satisfy the existing needs. To achieve this goal it engages in controlled idea generation techniques such as brainstorming while creating new designs. Which of the following parts of the DIG framework is given prominence here?

Accepted Answer

The given scenario highlights the importance of creating new needs, which is a key aspect of the opportunity space in the DIG framework. Controlled idea generation techniques such as brainstorming are used to generate new opportunities for the company. Therefore, option C - opportunity space is given prominence in this scenario.

Question 8

Modern firms use the ________ concept testing tool to design products on a computer and then produce rough models to show potential consumers for their reactions.

Accepted Answer

The tool described in the question is rapid prototyping, which involves designing and creating rough models of a product for consumer feedback. Morphological analysis, concept testing, perceptual mapping, and conjoint analysis are other useful tools for product development, but they do not involve the creation of physical prototypes for testing.

Question 9

Electro Locomotors (EL), Inc. engages in the manufacture, distribution, and marketing of custom vehicles in Brazil. Bono, a hybrid car brand that the company produces, is a market leader in the hybrid vehicles segment. With the increased global focus on nature friendly vehicles and governmental subsidies for companies that manufacture hybrid vehicles, competition has increased for flex-fuel cars like Bono. The heads of the R&D team at EL is in a creative session to generate ideas for improvements to Bono. They consider each part of the car and discuss the possibilities of improvements in each of them. Identify the creativity technique used here.

Accepted Answer

Attribute listing involves breaking down a product into its components and analyzing each part for potential improvements, which is what the R&D team is doing with the Bono car.

Question 10

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

Accepted Answer

This is the definition of crowdsourcing, which involves soliciting ideas, resources, or contributions from a large group of people (usually online) to achieve a particular goal. Crowdsourcing has become increasingly popular in recent years, especially in the tech industry, where it is often used to develop new products or services.

Question 11

The ________ creativity technique begins in a thought that is written down, then proceeds to develop other thoughts that are linked to the first thought, and finally materializes a new idea by associating all the thoughts.

Accepted Answer

The described creativity technique where thoughts are linked and developed around a central idea corresponds to the mind mapping technique. Choices B, C, D, and E do not match the characteristics described.

Question 12

A ________ error occurs when the company dismisses a good idea.

Accepted Answer

DROP stands for "Don't Release Outstanding Potential" meaning the company is not releasing the full potential of a good idea by dismissing it.

Question 13

Identify the element in the DIG network that considers how a new product can fit into customers lives and how it can be distinguished from the competitors' products.

Accepted Answer

The element in the DIG network that considers how a new product can fit into customers' lives and how it can be distinguished from competitors' products is the strategic blueprint. This element looks at the market positioning, target audience, and brand identity of the new product to ensure that it meets customers' needs and stands out from competitors' offerings. The other options, including business analysis, internal design analysis, demand landscape, and opportunity space, are important parts of the product development process but do not specifically address how the product can be differentiated in the market.

Question 14

Morboro Energy, Inc. is a large chain of fuel stations in Europe. The company decided to expand its business by incorporating restaurants and automobile service stations as a part of its fuel outlets. This is an example of ________.

Accepted Answer

The answer of Morboro Energy, Inc. is a large chain...

Question 15

A group of college graduates decide to start a business. Though they are knowledgeable in various business domains, they are unable to arrive at a valuable business idea. They decide to search for ideas in a structured manner. They meet together and start discussing everyone's ideas. Each idea is recorded and then the thoughts that come up in relation to the ideas are written down and discussed. This process helps them to finalize a business plan. What technique is used here?

Accepted Answer

The technique used here is mind mapping, which involves a structured brainstorming process where ideas are recorded and linked together in a visual format. This technique allows for the exploration of various possibilities and connections between ideas, leading to the development of a concrete plan for the business. The other options listed are techniques for generating and organizing ideas, but they are not specifically applicable to the scenario described.

Question 16

In an attempt to improve the product, a company that manufactures screwdrivers discusses the modification of each attribute, such as replacing the wooden handle with plastic, providing torque power, adding different screw heads, and so on. This creativity technique is called ________.

Accepted Answer

The answer of In an attempt to improve the product,...

Question 17

Increasingly, new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering.

Accepted Answer

Lateral marketing involves combining two or more unrelated ideas or concepts to create a new idea, which is a common method for generating new-product ideas. Reverse assumption analysis involves addressing the limitations of an existing product, attribute listing involves identifying different product attributes or features, forced relationships involves creating connections between seemingly unrelated things, and morphological analysis involves breaking a product down into its different components.

Question 18

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

Attribute listing involves breaking down an object into its various attributes or characteristics and then modifying each attribute to create something new. This technique is commonly used in brainstorming sessions to generate creative ideas.

Question 19

Which of the following uses conceptual lens and structured innovative-thinking tools to achieve market perspectives from different angles?

Accepted Answer

Opportunity space uses conceptual lens and structured innovative-thinking tools to explore a range of market perspectives from different angles. Business analysis, strategic blueprint, internal design analysis, and demand landscape do not necessarily use these specific methods to achieve market perspectives.

Question 20

A(n)________ is an elaborated version of a product idea expressed in consumer terms.

Accepted Answer

A product concept is an elaborated version of a product idea expressed in consumer terms. Test brand refers to a product that is used to test the overall market potential of a product idea, alpha product and beta product refer to the stages of product development, and business schedule refers to a plan that outlines the timeline and tasks for launching a new product.

Quiz 20: Introducing New Market Offerings

A(n) ________ is a possible product the company might offer to the market.