Question 1

Which of the following products at the time of its introduction was the best example of a discontinuous innovation?

Accepted Answer

The answer of Which of the following products at the...

Question 2

Napster software allowed an individual to easily search and swap MP3 (a technique for compressing files into a size that moves faster on the Internet)musical files with other individuals. When it was introduced, it would have been an example of a:

Accepted Answer

Napster software was a discontinuous innovation that disrupted the music industry by allowing individuals to easily share and download music for free, which was illegal and challenged the existing business model of the industry. The innovation completely changed the way people consumed and distributed music, which is the hallmark of a discontinuous innovation.

Question 3

Industry Canada considers a product new only:

Accepted Answer

Industry Canada considers a product new for a period of twelve months from the date it is first sold in Canada.

Question 4

Gillette has updated its existing 'Close to You Dry Shaver' to allow it to be used in the shower (Close to You Wet-Dry Shaver). This new Shaver would be considered a(n)

Accepted Answer

The Close to You Wet-Dry Shaver is a continuous innovation because it is an improvement on an existing product. It has the same basic function as the original Close to You Dry Shaver, but it has been updated to allow it to be used in the shower.

Question 5

The emphasis of a marketing strategy for a dynamically continuous innovation would include:

Accepted Answer

Since dynamically continuous innovations are relatively new products or improvements upon existing ones, consumers may not fully understand the features and benefits of the product. Advertising is necessary to explain how the product works and what advantages it provides over current options. Low pricing and widespread distribution may be important elements of the marketing mix, but they are not necessarily unique to this type of innovation. Generating awareness can also be important, but it is not as critical as educating consumers about the product's features and benefits.

Question 6

Which of the following products at the time of its introduction was the best example of a continuous innovation?

Accepted Answer

A continuous innovation refers to a product that is an improvement over an existing product and does not require significant behavior changes from consumers. The disposable lighter was an improvement over traditional lighters and did not require consumers to change their behavior significantly, making it the best example of a continuous innovation among the listed options. The other products have more significant differences from their predecessors and require consumers to alter their behavior in some way, making them examples of discontinuous innovations.

Question 7

Which of the following is NOT an attribute of a new product?

Accepted Answer

The attribute that a product is "new" from a competitor's perspective does not inherently qualify it as a new product in marketing or legal terms. New products are typically defined by their innovation, the need for consumer learning, legal definitions, or their recent introduction to the market, not by how competitors view them.

Question 8

Which of the following products was the best example of a continuous innovation when introduced?

Accepted Answer

Continuous innovations are those that improve existing products rather than create completely new ones. Breathe Right nasal strips were introduced as an improvement over traditional nasal sprays and decongestants for better breathing during sleep. The other options were more revolutionary and groundbreaking products, which are examples of discontinuous innovation.

Question 9

In the early 1900s, your great-grandfather probably purchased his first automobile. After years of driving horses and buggies, your great-grandfather got in his new car and drove it into his new garage. Great-grandfather's new automobile was an example of a:

Accepted Answer

The automobile was a new technology that replaced the horse and buggy, making it a discontinuous innovation.

Question 10

A product which disrupts consumers' normal routines but does NOT require totally new learning is a:

Accepted Answer

Dynamically continuous innovation involves products that disrupt consumers' normal routines but do not require them to learn entirely new behaviors.

Question 11

Mr. Clean is an antibacterial cleaning liquid for home use. The manufacturer of Mr. Clean believed the addition of Sparkling Apple-Scented Mr. Clean to the Mr. Clean product line, will be:

Accepted Answer

The addition of Sparkling Apple-Scented Mr. Clean is a product line extension which means it's adding a new flavor or scent to an existing product line. It is not a discontinuous innovation, as it does not introduce a new category of product. It also would not be defined as new by Industry Canada since it is not a new product in the market. While there is always some risk when introducing a new product, a product line extension is typically considered a lower-risk strategy compared to introducing a completely new product category.

Question 12

For someone used to downloading music online, iTunes, when it first launched, would be considered a(n):

Accepted Answer

The answer of For someone used to downloading music online,...

Question 13

The addition of Sparkling Apple-Scented, Invigorating Breeze-Scented, and Summer Citrus-Scented versions of Mr. Clean antibacterial cleaning liquid is an example of:

Accepted Answer

Continuous innovation refers to minor improvements over time to existing products or services, which is exactly what the addition of three new scents of Mr. Clean's antibacterial cleaning liquid represents. They are not major changes or new inventions, but rather small updates to an existing product to appeal to a wider range of customers.

Question 14

The terms continuous innovation, dynamically continuous innovation, and discontinuous innovation, are classifications based on:

Accepted Answer

The classifications of continuous innovation, dynamically continuous innovation, and discontinuous innovation are based on the degree of learning required by the consumer. Continuous innovation requires little to no learning, while dynamically continuous innovation requires some learning, and discontinuous innovation requires significant learning and behavior changes on the part of the consumer. This classification is important for understanding the potential adoption and success of new products and technologies.

Question 15

There have been pasta sauces on the market for years. These sauces have always required the pasta be pre-cooked before it is mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that does not require the use of pre-cooked pasta would be an example of a:

Accepted Answer

The development of Prego Pasta Bake Sauce represents a dynamically continuous innovation because it introduces a significant change to the product category (pasta sauce) by eliminating the need to pre-cook pasta, but it does not create an entirely new market or require consumers to learn new behaviors. It improves the convenience of preparing pasta dishes.

Question 16

Prego recently introduced a Pasta Bake Sauce, which was made so that it was not necessary to pre-cook the pasta before blending pasta, sauce, meat, and cheese in a casserole. Legally, this product would only be considered new:

Accepted Answer

Legally, new products are often considered "new" for a specific period after their introduction to the market, commonly for the first twelve months. This timeframe allows for patent protections, marketing claims, and regulatory considerations. The other options do not have a legal basis for defining a product as new.

Question 17

A significant amount of capital is required to purchase_________ , the business buyer deals directly with construction companies and manufacturers through sales representatives:

Accepted Answer

Installations often require a significant amount of capital and involve direct dealings with construction companies and manufacturers through sales representatives, as they typically include large-scale systems or equipment that need to be integrated into a company's operations.

Question 18

Which of the following products at the time of its introduction was the best example of a dynamically continuous innovation?

Accepted Answer

A dynamically continuous innovation is an innovation that involves some change in behavior but not major changes in social behavior. Compact disc players were a step forward from vinyl records but did not require a significant change in social behavior. Personal computers, disposable lighters, and automatic dishwashers were all more disruptive innovations that required significant changes in behavior.

Question 19

Heinz launched its EZ Squirt Ketchup in an array of unlikely hues-from green and orange to pink and teal-with kid-friendly squeeze bottles and nozzles. When it was introduced, it would have been an example of a:

Accepted Answer

Heinz's EZ Squirt Ketchup represented a dynamically continuous innovation because it introduced significant changes to an existing product (ketchup) by altering its color and packaging, which affected the way consumers used and interacted with the product, without creating a completely new market or requiring consumers to learn new behaviors.

Question 20

When automakers first added airbags to the passenger side of the automobile it was an example of what is called a(n)

Accepted Answer

The answer of When automakers first added airbags to the...

Quiz 10: Developing New Products and Services