Question 1

A marketing professor in Ithaca,New York maintains a museum of failed consumer products.Most new products in this museum failed during the _______________ stage of new product development,when they are introduced to a limited geographic area.
A)pretesting
B)product launch
C)test marketing
D)product development
E)concept testing

Accepted Answer

Test marketing is the stage in new product development where the product is introduced to a limited geographic area to gather feedback and identify any potential issues before a full launch. Many of the products in the museum of failed consumer products likely failed during this stage, as they did not generate enough demand or faced unexpected challenges that prevented them from being successful on a larger scale.

Question 2

Technology can provide innovative solutions to consumer products,but they often mean increased costs.For example,airlines could use radio frequency identification (RFID)to track luggage,which would lead to fewer lost luggage problems and more satisfied customers.The airlines that adopt this kind of innovation could:
A)gain a sustainable competitive advantage.
B)force other airlines to increase their fares while reducing their own.
C)avoid other attempts at modernizing their fleets.
D)become preferred airlines under the International Air Transport Association.
E)None of these.

Accepted Answer

By adopting RFID technology, airlines can gain a sustainable competitive advantage by reducing lost luggage problems and improving customer satisfaction. This can lead to increased loyalty and positive word-of-mouth recommendations, ultimately leading to increased profits. The other options listed do not accurately reflect the impact of adopting RFID technology.

Question 3

Michaela took her idea for a new toy for pre-school aged children through a long product development process,and she had just concluded a very successful market test.She was making a list of what she'd need to do to launch the product.Which of the following should appear on her to-do list?
A)Confirm target markets
B)Confirm positioning
C)Finalize marketing mix
D)Finalize marketing budget
E)All of these

Accepted Answer

All of these tasks are important steps in launching a product successfully. Confirming the target market and positioning will help ensure that the product is marketed to the right audience in the most effective way. Finalizing the marketing mix will ensure that all elements of the marketing strategy, such as product design, pricing, promotion, and distribution, are aligned with the target market and positioning. Finalizing the marketing budget is also necessary to ensure that sufficient funds are allocated to support the marketing plan.

Question 4

Before the development of computer-assisted design software,many firms handcrafted ______,wooden or clay models that served as rough physical representations of the new product.
A)premarket tests
B)blockbusters
C)prototypes
D)storyboards
E)designer models

Accepted Answer

Prototypes are rough physical representations of a new product, which were handcrafted before the development of computer-assisted design software. The other options do not involve physical models of the product.

Question 5

During concept testing for a new product,a marketer will likely ask:
A)whether or not consumers will buy it.
B)how frequently consumers would purchase it.
C)whether or not consumers think it is a good value for the price being suggested.
D)whether consumers would buy it as a gift or for themselves.
E)all of these.

Accepted Answer

During concept testing, a marketer would want to know all these factors mentioned in the multiple-choice options. They would want to know whether consumers would buy the product, how often they would purchase it, whether they think it is of good value for the price being suggested, and reasons for purchasing it (whether as a gift or for personal use). Understanding these factors helps the marketer to refine and improve the product concept and its marketing strategy.

Question 6

Ken's new product seemed like a perfect new addition to the product line,but he was getting some pushback from distributors,who did not seem to want to take on the new product.What options would make the most sense for Ken?
A)Generate additional demand with customers so retailers and distributors will clamor for the product.
B)Offer to provide educational efforts if consumers don't understand the product.
C)Offer technical support to ensure consumers will be satisfied with the product.
D)Provide financial incentives for the distributors.
E)All of these.

Accepted Answer

All of the options listed would be useful in overcoming the distributors' resistance to taking on the new product. Generating additional demand with customers would make the product more attractive to retailers and distributors, offering educational efforts would help consumers understand the benefits of the product, offering technical support would ensure consumers are satisfied with the product, and offering financial incentives to the distributors would incentivize them to take on the new product. A combination of these strategies would likely be the most effective approach.

Question 7

If a new product concept gets positive evaluations from potential customers,the next step for a marketer is:
A)market testing.
B)product development.
C)brainstorming.
D)reverse engineering.
E)launching the product.

Accepted Answer

The next logical step would be to move forward with product development based on the positive evaluations from potential customers. This would involve developing a prototype, testing it, refining it, and preparing for eventual launch. Market testing and brainstorming may have already been done prior to gathering customer evaluations, and launching the product would not be feasible without first going through the product development process. Reverse engineering typically involves taking apart and analyzing a competitor's product, which is not relevant in this scenario.

Question 8

The __________________ step in the product development process is critical because it requires tremendous resources and extensive coordination of all aspects of the marketing mix.
A)pretesting
B)product launch
C)post-testing
D)product development
E)evaluation of results

Accepted Answer

The product launch is the step in the product development process that requires tremendous resources and extensive coordination of all aspects of the marketing mix. This is the moment when the product is introduced to the market and its success depends on how it is received by the target market. The launch involves creating awareness, generating interest, and stimulating demand through advertising, sales promotions, personal selling, and other communication tools. Pretesting and post-testing are important steps in the process, but they do not require the same level of resources and coordination as the product launch. Product development is the initial step in the process, while evaluation of results is the final step.

Question 9

When conducting exploratory research for her firm's new Internet anti-piracy software,Dee knows the most important question is:
A)how long will it take to bring the software to market.
B)whether or not respondents would purchase the software if it becomes available.
C)who will determine the price to be charged.
D)where the product should be sold.
E)which computer trade show will be used to introduce the product.

Accepted Answer

The most important question for exploratory research is to determine if there is a need or demand for the product, which can be determined by whether or not respondents would purchase the software if it becomes available. The other options are more relevant for later stages of product development, such as pricing and distribution.

Question 10

Lorraine belongs to a national consumer panel created by a market research company.She regularly receives samples of new products from a variety of firms and fills out questionnaires about the products.The national consumer panel Lorraine is part of is engaged in:
A)premarket testing.
B)product launch.
C)test marketing.
D)product development.
E)concept testing.

Accepted Answer

The answer of Lorraine belongs to a national consumer panel...

Question 11

Dee has a new product concept for her Internet anti-piracy software company.She knows she needs to do exploratory research such as:
A)in-depth interviews.
B)focus groups.
C)Internet surveys.
D)trade show intercept surveys.
E)all of these.

Accepted Answer

Exploratory research often involves a combination of methods to gather information and gain insights into a new product concept. In-depth interviews and focus groups can provide valuable qualitative data from potential customers, while Internet surveys can allow for broader reach and quantitative data analysis. Trade show intercept surveys could also provide valuable feedback from attendees in the industry. Therefore, all of these methods are suitable options for Dee to consider for her exploratory research.

Question 12

Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers.Kristina will ask consumers what they think of the clothing,but the most important question is:
A)what retailers she should use to sell the swimwear.
B)whether or not they would purchase the swimwear if it becomes available.
C)what wholesale price should be charged.
D)what promotional plan will work best.
E)in which season she should introduce the product.

Accepted Answer

The most important question for Kristina to ask consumers is whether or not they would purchase the swimwear if it becomes available. This feedback will help her determine the demand for the product and ensure that she is creating something that people actually want to buy. While the other questions are important considerations for Kristina, they are secondary to the question of whether or not there is a market for her product.

Question 13

Golf ball manufacturers use "Iron Mike," a machine that swings a golf club at a constant velocity,to test the distance for new golf ball designs.When using Iron Mike,the manufacturers are engaged in:
A)concept testing.
B)market testing.
C)premarket tests.
D)product development.
E)alpha testing.

Accepted Answer

The answer of Golf ball manufacturers use "Iron Mike," a...

Question 14

When testing new products,most firms consider the question of whether testing products on animals:
A)should always be done in the animal's natural environment.
B)should be done outside of the United States to avoid consumer backlash.
C)should be done when the new product does not contribute to the health and well being of human users.
D)should be done only by companies large enough to be ethically responsible.
E)all of these.

Accepted Answer

Testing products on animals should only be done when the new product contributes to the health and well-being of human users. This approach takes into account both ethical considerations and practical considerations for ensuring the safety and efficacy of products. Animal testing should not be performed simply for the sake of testing, but should be used when necessary to ensure that products are safe and effective for human use.

Question 15

Barbara is using a test model of her firm's new inline skates to see if they work according to the design specifications.Barbara is involved in:
A)test marketing.
B)product launch.
C)alpha testing.
D)product development.
E)concept testing.

Accepted Answer

Alpha testing is the stage in product development where a prototype or test model is evaluated to ensure that it meets design specifications before it is released for beta testing or full-scale production. In this case, Barbara is evaluating a test model of her firm's new inline skates, indicating that she is involved in alpha testing.

Question 16

One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions.Car racing provides an opportunity for:
A)pretesting.
B)beta testing.
C)test marketing.
D)product development.
E)concept testing.

Accepted Answer

The answer of One reason auto companies spend millions on...

Question 17

When McDonalds comes up with a new drink or sandwich for its fast food stores,they often market it in a dozen or so of their outlets.When they do this,they are engaged in:
A)pretesting.
B)product launch.
C)test marketing.
D)product development.
E)concept testing.

Accepted Answer

When McDonalds markets a new product in a limited number of outlets, it is called test marketing. This is a common practice in the food industry to test the market response to a new product before launching it nationally or globally. Pretesting usually refers to testing a product idea before it is developed, and product development refers to the process of creating a new product. Product launch refers to the introduction of a product on a larger scale, after it has been developed and tested in a limited market. Concept testing refers to the process of testing a new product idea with a target customer group to evaluate its potential success in the market.

Question 18

Which of the following would NOT be part of the launch of a new product?
A)Educational efforts for complex or conceptually new products.
B)Technical support staff for technical products.
C)Creative ways to generate demand among consumers.
D)Incentives for distributors.
E)Starting to make preliminary decisions about the target market.

Accepted Answer

Starting to make preliminary decisions about the target market is not part of the launch of a new product but rather a part of the product development and market research process that occurs prior to launch. The launch typically involves activities aimed at getting the product into the market and promoting it to potential customers. Therefore, options A, B, C, and D are all likely to be part of a product launch.

Question 19

___________________ are special incentives offering reduced prices for a limited time,offered to retailers to get them to try a new product.
A)Loss leaders
B)Push prices
C)Market skimming incentives
D)Introductory price promotions
E)Distribution rebates

Accepted Answer

Introductory price promotions are aimed at encouraging retailers to try out new products by offering them at reduced prices for a limited period. This helps to create awareness and interest in the product, leading to increased sales in the long run.

Question 20

Before Segway manufactured their two-wheel people movers,they built a prototype and had staff engineers test it for performance and stability.At this stage,Segway was involved in:
A)alpha testing.
B)product launch.
C)test marketing.
D)product development.
E)concept testing.

Accepted Answer

The answer of Before Segway manufactured their two-wheel people movers,they...

Quiz 11: Developing New Products

A marketing professor in Ithaca,New York maintains a museum of failed consumer products.Most new products in this museum failed during the _______________ stage of new product development,when they are introduced to a limited geographic area.

Michaela took her idea for a new toy for pre-school aged children through a long product development process,and she had just concluded a very successful market test.She was making a list of what she'd need to do to launch the product.Which of the following should appear on her to-do list?

Before the development of computer-assisted design software,many firms handcrafted ______,wooden or clay models that served as rough physical representations of the new product.

During concept testing for a new product,a marketer will likely ask:

Ken's new product seemed like a perfect new addition to the product line,but he was getting some pushback from distributors,who did not seem to want to take on the new product.What options would make the most sense for Ken?

If a new product concept gets positive evaluations from potential customers,the next step for a marketer is:

The __________________ step in the product development process is critical because it requires tremendous resources and extensive coordination of all aspects of the marketing mix.

When conducting exploratory research for her firm's new Internet anti-piracy software,Dee knows the most important question is:

Lorraine belongs to a national consumer panel created by a market research company.She regularly receives samples of new products from a variety of firms and fills out questionnaires about the products.The national consumer panel Lorraine is part of is engaged in:

Dee has a new product concept for her Internet anti-piracy software company.She knows she needs to do exploratory research such as:

Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers.Kristina will ask consumers what they think of the clothing,but the most important question is:

Golf ball manufacturers use "Iron Mike," a machine that swings a golf club at a constant velocity,to test the distance for new golf ball designs.When using Iron Mike,the manufacturers are engaged in:

When testing new products,most firms consider the question of whether testing products on animals:

Barbara is using a test model of her firm's new inline skates to see if they work according to the design specifications.Barbara is involved in:

One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions.Car racing provides an opportunity for:

When McDonalds comes up with a new drink or sandwich for its fast food stores,they often market it in a dozen or so of their outlets.When they do this,they are engaged in:

Which of the following would NOT be part of the launch of a new product?

___________________ are special incentives offering reduced prices for a limited time,offered to retailers to get them to try a new product.

Before Segway manufactured their two-wheel people movers,they built a prototype and had staff engineers test it for performance and stability.At this stage,Segway was involved in: