Which of the following statements about the screening and evaluation stage of the new-product process is true?
A)New-product ideas are eliminated during the business analysis stage.
B)A mock-up of a movie based on the Friends series shown to moviegoers who are asked their opinions of the movie is an example of a concept test.
C)The external approach decides whether the new-product idea is technically feasible.
D)Concept testing is part of the internal approach.

Question

Quizplus · Accepted Answer

Concept testing is a part of the external approach in the screening and evaluation stage of the new-product process. It involves testing the concept of the new product with potential consumers to gather feedback and identify any necessary adjustments to the concept before moving forward with development. The given example of a Friends movie mock-up being shown to moviegoers to gather their opinions is an example of a concept test. Option A is incorrect as new-product ideas are eliminated during the screening stage, not the business analysis stage. Option C is incorrect as the internal approach decides the technical feasibility of the new-product idea. Option D is also incorrect as concept testing is conducted during the external approach.

Which of the Following Statements About the Screening and Evaluation