Scenario 12.2
Use the following to answer the questions.
Jonathan Moore, president of Polar Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job in managing Polar's product mix. Jonathan calls a meeting of all the managers responsible for each of the product lines that Polar currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Polar's line of personal thermal underwear; this product, however, is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development.
Refer to Scenario 12.2. Polar management is currently in which stage of new product development?
A) Idea generation
B) Screening
C) Concept testing
D) Product development
E) Test marketing

Question

Quizplus · Accepted Answer

The managers have identified customer groups for which new products could be developed and are assembling a team to handle all aspects of this process, indicating they are in the idea generation stage, where the focus is on coming up with new product ideas.

Scenario 12.2 Use the Following to Answer the Questions