When marketers at Nabisco met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development?
A) Idea generation
B) Business analysis
C) Test marketing
D) Commercialization
E) Product development

Question

Quizplus · Accepted Answer

Idea generation is the phase in which companies gather information and ideas from various sources, including consumer research, to develop new product ideas. In this case, the marketers at Nabisco were meeting with young adults to identify snack preferences, which is part of the idea generation phase.

When Marketers at Nabisco Met with Groups of Young Adults