Question 1

OUT! 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
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.

Accepted Answer

The answer of OUT! International's Hey! There's A Monster In...

Question 2

One of the six ORGANIZATION-RELATED problems that can cause new-product failures is __________.
A)poor product quality
B)not really listening to the voice of the consumer
C)poor execution of the marketing mix
D)bad timing
E)incomplete market and product protocol

Accepted Answer

Not really listening to the voice of the consumer is one of the six ORGANIZATION-RELATED problems that can cause new-product failures.

Question 3

One of the six ORGANIZATION-RELATED problems that can cause new-product failures is __________.
A)poor product quality
B)encountering groupthink in task force and committee meetings
C)poor execution of the marketing mix
D)bad timing
E)incomplete market and product protocol

Accepted Answer

Encountering groupthink in task force and committee meetings can be a problem where there is a lack of diverse perspectives and constructive criticism, resulting in poor decision-making and ultimately leading to new-product failures.

Question 4

Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives,which were scientifically designed to kill cold and flu germs when users sneezed,coughed,or blew their noses into them.Unfortunately,people didn't believe the claim and were frightened by the "cidal" in the brand name.The reason for this product failure was
A)an insignificant point of difference.
B)too little market attractiveness.
C)poor execution of the marketing mix.
D)poor product quality.
E)incomplete market and product protocol.

Accepted Answer

The answer of Kimberly-Clark developed its Avert Virucidal tissues that...

Question 5

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.
A)not listening to the voice of the consumer
B)incomplete market and product protocol
C)pushing a product too early into the market
D)the "NIH" problem
E)encountering groupthink in meetings

Accepted Answer

The answer of One of the eight primary MARKETING-RELATED reasons...

Question 6

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.
A)skipping steps in the new-product process
B)pushing a poorly conceived product too early into the market
C)no economical access to buyers
D)not learning from past new-product failures
E)not understanding the legal definition of newness.

Accepted Answer

The answer of One of the eight primary MARKETING-RELATED reasons...

Question 7

"Groupthink" occurs in a meeting when
A)everyone has an opinion but no one is willing to take charge.
B)everyone has the same idea after using the "brainstorming" idea generation technique.
C)there is too much competition among marketing managers,so no one is willing to share his/her ideas.
D)someone suspects that there is a problem with the new product concept but is afraid to speak up because everyone else is so enthusiastic about it.
E)top management wants the new product to go forward regardless of what anyone else thinks.

Accepted Answer

Groupthink occurs when there is a strong desire for group consensus and a fear of disrupting group harmony, which leads to faulty decision-making. In scenario D, someone suspects a problem with the new product but is afraid to speak up because of the group's enthusiastic attitude, indicating that there is a fear of disrupting the group's consensus.

Question 8

After Microsoft launched its Xbox 360 video-game console,millions began to experience the "red ring of death." The problem: The consoles' microprocessors ran too hot,causing them to "pop off" their motherboards.This cost the company not only in money to extend its product warranty,but a huge portion of future sales and market share to competitors Sony and Nintendo.This failure was due to
A)not satisfying customer needs on critical factors.
B)poor product quality.
C)an insignificant point of difference.
D)incomplete market and product protocol.
E)too little market attractiveness.

Accepted Answer

The problem with the Xbox 360 was poor product quality, specifically with regards to the microprocessors running too hot and causing the motherboards to fail. This resulted in costly product warranties and lost market share to competitors, indicating a failure in product quality.

Question 9

In the early 1900s,your great-great-grandfather probably purchased his first automobile.After years of driving a horse and buggy,he got in his new car and drove it into his new garage.The new automobile was an example of a
A)continuous innovation.
B)dynamically continuous innovation.
C)disruptive improvement.
D)discontinuous innovation.
E)evolutionary innovation.

Accepted Answer

The introduction of the automobile was a major shift from traditional modes of transportation such as horse and buggy, making it a discontinuous innovation. It completely disrupted the transportation industry, requiring new infrastructure such as paved roads and gas stations, and fundamentally changed the way people traveled.

Question 10

Microsoft introduced its Zune player a few years after Apple launched its iPod and other competitors offered their new MP3 players.Zune sales were very disappointing and Microsoft eventually killed the product.According to the textbook,the primary reason for the Zune's failure was due in large part to
A)bad timing.
B)not satisfying customer needs on critical factors.
C)poor product quality.
D)an insignificant point of difference.
E)incomplete market and product protocol.

Accepted Answer

The answer of Microsoft introduced its Zune player a few...

Question 11

Until 1996,U.S.carmakers sent very few right-hand-drive cars to Japan while German car makers exported several models with the steering wheel on the right to accommodate the way the Japanese drive their cars on the left side of the road.American car manufacturers could blame their failure to a great degree on
A)an insignificant point of difference.
B)too little market attractiveness.
C)not satisfying customer needs on critical factors.
D)poor product quality.
E)incomplete market and product protocol.

Accepted Answer

The passage states that American car manufacturers sent very few right-hand-drive cars to Japan, indicating that they did not satisfy the critical factor of customer needs in terms of driving on the left side of the road. This suggests that their failure was due to not satisfying customer needs on critical factors.

Question 12

Ideally,before a new product is developed,a firm should have a precise protocol,which is a statement that identifies: (1)a well-defined target market; (2)__________; and (3)what the product will be and do to satisfy consumers.
A)a clear plan for product distribution
B)specific customers' needs,wants,and preferences
C)an analysis of potential competitors' products
D)a precise budget of how much can be spent for the marketing program
E)clear financial goals and expectations

Accepted Answer

The missing element in the statement is the specific customers' needs, wants, and preferences. This information is crucial in determining what the product should be and how it should be marketed to meet the demands of the target market. While product distribution, competitor analysis, budget, and financial goals are also important, they are not the focus of the statement.

Question 13

George Santayana,Spanish philosopher once said,"Those who cannot remember the past are condemned to repeat it." Applied to the organizational problems in new-product failure,this is really an example of
A)not listening to the "voice of the consumer."
B)encountering "groupthink" in meetings.
C)skipping stages in the new-product process.
D)not learning critical takeaway lessons from earlier failures.
E)avoiding the "NIH problem."

Accepted Answer

Santayana's quote highlights the importance of learning from the past to avoid making the same mistakes again. In the context of new-product failure, not learning critical takeaway lessons from earlier failures can lead to repeating the same mistakes, ultimately leading to further failure.

Question 14

Garlic Cake was supposed to be served as an hors d'oeuvre with sweet breads,spreads,and meats,but at its introduction the company forgot to explain this to potential consumers.This product failure demonstrates
A)not satisfying customer needs on critical factors.
B)poor product quality.
C)poor execution of the marketing mix.
D)an insignificant point of difference.
E)bad timing

Accepted Answer

The failure to explain how the Garlic Cake was meant to be served is a clear indication of poor execution of the marketing mix. The company failed to provide potential customers with the necessary information to understand and appreciate the product, leading to its failure.

Question 15

Which of the following is an example of an organization-related problem that can cause a new product failure?
A)a competitor with a similar product beat the firm to market
B)too much input from different stakeholders outside the firm
C)not learning critical takeaway lessons from past failures
D)it is a personal favorite of the CEO
E)the board of directors insisted on it

Accepted Answer

Not learning critical takeaway lessons from past failures is an organization-related problem because it reflects internal issues in the company's processes and decision-making, which can lead to repeated mistakes and product failures.

Question 16

Napster was the first software that allowed an individual to easily search for and exchange MP3 music files with other individuals (in some cases illegally).When it was introduced,Napster would have been an example of a
A)continuous innovation.
B)dynamically continuous innovation.
C)regulatory innovation.
D)discontinuous innovation.
E)disruptive improvement.

Accepted Answer

Napster was a completely new type of innovation that disrupted the existing music industry, making it a discontinuous innovation.

Question 17

Ideally,before a new product is developed,a firm should have a precise protocol,which is a statement that identifies: (1)a well-defined target market; (2)specific customers' needs,wants,and preferences; and (3)__________.
A)what the product will be and do to satisfy consumers
B)a clear plan for product distribution
C)clear financial goals and expectations
D)an analysis of potential competitors' products
E)a precise budget of how much can be spent for the marketing program

Accepted Answer

A precise protocol should not only identify the target market and customers' needs, wants, and preferences, but also outline what the product will be and do to satisfy consumers. This helps ensure that the product development process is focused and aligned with consumer needs. B, C, D, and E are also important considerations, but they are not as essential as identifying the target market and consumer needs.

Question 18

Thirsty Dog! is a zesty beef-flavored,vitamin-enriched,mineral-loaded,lightly carbonated bottled water for your dog.It might have been a great product,but competition over shelf space was fierce and the product could not generate enough sales per square foot for retailers.The makers of this product had
A)poor product quality.
B)no economical access to buyers.
C)an insignificant point of difference.
D)incomplete market and product protocol.
E)poor execution of the marketing mix.

Accepted Answer

With thousands of new consumer packaged goods introduced each year,the cost to gain access to retailer shelf space is huge.Because shelf space is judged in terms of sales per square foot,a new product must displace an existing product on the supermarket shelves.Thirsty Dog! failed to generate enough sales to meet its sales per square foot requirements.

Question 19

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.
A)the product is too innovative
B)a competitor with a similar product withdrew from the market
C)too socially controversial
D)poor product quality
E)product was marketed as a "new" product but did not meet the legal definition of "new"

Accepted Answer

Poor product quality can lead to negative customer experiences and a lack of repeat purchases, leading to failure in the market.

Question 20

When General Mills introduced Fingos,a corn chip-sized sweetened cereal flake,it assumed that its customers would normally snack on them dry like a potato chip.Unfortunately,consumers did not switch from munching on popcorn and potato chips.The primary reason for the failure of Fingos was __________.
A)an insignificant point of difference relative to competing snacks-consumers wouldn't switch from eating snacks from Frito-Lay and others
B)too little market attractiveness-the growth in the snacks market is declining
C)poor execution of the marketing mix-General Mills did not offer free samples at grocery stores
D)poor product quality-the chips were not the same size
E)incomplete market and product protocol-the brand name "Fingos" did not get consumers excited

Accepted Answer

The primary reason for the failure of Fingos was the lack of significant difference compared to existing snacks on the market, such as potato chips and popcorn. Consumers did not find Fingos compelling enough to switch from their current snack preferences.

Quiz 9: Developing New Products and Services

OUT! 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

One of the six ORGANIZATION-RELATED problems that can cause new-product failures is __________.

One of the six ORGANIZATION-RELATED problems that can cause new-product failures is __________.

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

"Groupthink" occurs in a meeting when

In the early 1900s,your great-great-grandfather probably purchased his first automobile.After years of driving a horse and buggy,he got in his new car and drove it into his new garage.The new automobile was an example of a

Ideally,before a new product is developed,a firm should have a precise protocol,which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product will be and do to satisfy consumers.

George Santayana,Spanish philosopher once said,"Those who cannot remember the past are condemned to repeat it." Applied to the organizational problems in new-product failure,this is really an example of

Garlic Cake was supposed to be served as an hors d'oeuvre with sweet breads,spreads,and meats,but at its introduction the company forgot to explain this to potential consumers.This product failure demonstrates

Which of the following is an example of an organization-related problem that can cause a new product failure?

Napster was the first software that allowed an individual to easily search for and exchange MP3 music files with other individuals (in some cases illegally) .When it was introduced,Napster would have been an example of a

Ideally,before a new product is developed,a firm should have a precise protocol,which is a statement that identifies: (1) a well-defined target market; (2) specific customers' needs,wants,and preferences; and (3) __________.

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.