Question 1

Figure 10-2
 
-According to Figure 10-2 above,column C represents a
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)spontaneous innovation.
E)simultaneous innovation.

Accepted Answer

Figure 10-2 shows that with a continuous innovation,consumers don't need to learn new behaviors.The marketing strategy is to gain consumer awareness and wide distribution.

Question 2

Which of the following products at the time of its introduction was the best example of a discontinuous innovation?
A)DVD player
B)disposable lighters
C)instant light charcoal
D)liquid laundry detergent
E)automatic dishwashers

Accepted Answer

Automatic dishwashers required consumers to learn a whole new consumption pattern compared with washing dishes by hand.

Question 3

Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush.A key innovation is its Quadpacer interval timer that goes off after 30 seconds to prompt the user to move on to the next quadrant of the mouth,resulting in better cleaning and improved gum health.This is an example of which type of innovation?
A)disruptive innovation
B)continuous innovation
C)discontinuous innovation
D)dynamically continuous innovation
E)evolutionary innovation

Accepted Answer

Dynamically continuous innovations disrupt the consumer's normal routine (brushing teeth and gums with an electric toothbrush with a timer)but do not require totally new learning.

Question 4

Figure 10-2
 
-The emphasis of a marketing strategy for a discontinuous innovation would most likely be to
A)generate awareness among consumers.
B)advertise benefits to consumers that stress points of differentiation.
C)educate consumers about new consumption patterns through personal selling.
D)obtain widespread distribution in multiple channels.
E)stress price differentials from competitors' products.

Accepted Answer

Figure 10-2 shows that the emphasis of a marketing strategy for a discontinuous innovation would most likely be to educate consumers through product trial and personal selling.

Question 5

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the highest level of risk?
A)a radical invention
B)a brand extension
C)a product line extension
D)a jump in innovation
E)a product deletion

Accepted Answer

Successful organizations view newness and innovation in their products at three levels.The lowest level,which usually involves the least risk,is a product line extension.This is an incremental improvement of an existing product line the company already sells.At the next level is a significant jump in innovation or technology or a brand extension involving putting an established brand name on a new product in an unfamiliar market.The third and highest level of innovation involves a radical invention,a truly revolutionary new product.

Question 6

Dragon Naturally Speaking,a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program,is an example of a(n)
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)disruptive improvement.
E)evolutionary innovation.

Accepted Answer

Discontinuous innovations,such as the Dragon Naturally Speaking speech recognition software program,require consumers to learn entirely new patterns of behavior and product usage.

Question 7

Prego introduced a Pasta Bake Sauce,which called for uncooked pasta blended with pasta,sauce,meat,and cheese in a casserole.Legally,this product should only be labeled as new
A)for the first six months that it was regularly available at a variety of grocery stores.
B)until a competitor such as Ragu had issued a similar product targeted to the same market.
C)as long it retained these exact product characteristics.
D)if it was functionally the same as its salsa sauce.
E)until its advertising had been seen by every member of its target audience.

Accepted Answer

The U.S.Federal Trade Commission (FTC)advises that the term new be limited to use with a product up to six months after it enters regular distribution.In this case,national distribution could be understood to mean regular distribution.

Question 8

Which of the following new products is the best example of the lowest level of risk from the company's point of view?
A)adding Ball Park Beef Franks with Cheese to the Ball Park Franks line
B)moving from production of landline telephones to smartphones
C)marketing the first Apple computer
D)changing the formula from Coca-Cola to New Coke and then back to Coca-Cola Classic
E)offering online marketing classes rebranded under a new college name

Accepted Answer

Successful organizations are starting to view newness and innovation in their products at three levels.At the lowest level,which usually involves the least risk,is a product line extension.This is an incremental improvement of an existing product for the company,such as adding Beef Franks with Cheese to the Ball Park product line.

Question 9

A discontinuous innovation is a product that
A)disrupts consumers' normal routine but does not require totally new learning.
B)requires no new learning by consumers.
C)is not purchased by innovators and early adopters.
D)initiates obsolescence of a product class.
E)requires consumers to learn entirely new patterns of behavior and product usage.

Accepted Answer

Key term definition-discontinuous innovation.

Question 10

The new Samsung Family Hub Refrigerator has a 21.5-inch touchscreen,ingredient-tracking fridge-cams,and an assortment of fridge apps.This is an example of which type of innovation?
A)inventive innovation
B)continuous innovation
C)discontinuous innovation
D)dynamically continuous innovation
E)continuous invention

Accepted Answer

Dynamically continuous innovations disrupt the consumer's normal routine (using some of the technology-enhanced features)but does not require totally new learning.

Question 11

Figure 10-2
 
-According to Figure 10-2 above,column A represents a(n)
A)spontaneous innovation.
B)continuous innovation.
C)discontinuous innovation.
D)dynamically continuous innovation.
E)evolutionary innovation.

Accepted Answer

Figure 10-2 shows that with a discontinuous innovation,the consumer must learn entirely new consumption patterns to use the product.The marketing strategy is to educate consumers through product trial and personal selling.

Question 12

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G),the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as
A)a discontinuous innovation.
B)a new product from the company's perspective because it is a product line extension.
C)a high-risk product mix extension because it is new to the market.
D)new by the Federal Trade Commission for the usual one-year period.
E)not a new product because it does not represent a different SKU.

Accepted Answer

The Mr.Clean Magic Eraser Bath Scrubber is a new product from P&g's perspective since it extends-or adds a product item to-the Mr.Clean product line.

Question 13

The Federal Trade Commission (FTC)advises that a product should be labeled as new only
A)for a period of one year after it enters widespread distribution.
B)if it is functionally different from a competitor's product.
C)until an improved version of the same product is produced.
D)for a period of six months after it enters regular distribution.
E)for a period of 17 years at which time patent rights are returned to the public domain.

Accepted Answer

The U.S.Federal Trade Commission (FTC)advises that the term new be limited to use with a product up to six months after it enters regular distribution.The difficulty with this suggestion is in the interpretation of the term regular distribution.

Question 14

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar product category seems like a good idea.This is what toothpaste manufacturer Colgate did when it put its brand name on ________,which failed quickly.
A)aspirin
B)frozen dinners
C)disposable underwear
D)soda (soft drink)
E)perfume

Accepted Answer

Using an existing brand name to introduce a new product into an unfamiliar market looks deceptively easy for companies with a powerful,national brand name.Colgate thought so.It puts its brand name on a line of frozen dinners that were not successful and died quickly.

Question 15

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients.The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of a
A)continuous innovation.
B)discontinuous innovation.
C)evolutionary innovation.
D)disruptive innovation.
E)dynamically continuous innovation.

Accepted Answer

A dynamically continuous innovation requires only minor changes in consumer behavior to use the product,the situation with the new pasta.

Question 16

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

Accepted Answer

Discontinuous innovations such as the first automobile require consumers to learn entirely new patterns of behavior and product usage.

Question 17

Figure 10-2
 
-According to Figure 10-2 above,column B represents a(n)
A)continuous innovation.
B)discontinuous innovation.
C)disruptive innovation.
D)dynamically continuous innovation.
E)evolutionary innovation.

Accepted Answer

Figure 10-2 shows that with a dynamically continuous innovation,only minor changes in behavior are required.The marketing strategy is to educate prospective buyers on the product's benefits,advantages,and proper use.

Question 18

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the lowest level of risk?
A)a radical invention
B)a brand extension
C)a product line extension
D)a jump in innovation
E)a product refinancing

Accepted Answer

Successful organizations view newness and innovation in their products at three levels.The lowest level,which usually involves the least risk,is a product line extension.This is an incremental improvement of an existing product line the company already sells.At the next level is a significant jump in innovation or technology or a brand extension involving putting an established brand name on a new product in an unfamiliar market.The third and highest level of innovation involves a radical invention,a truly revolutionary new product.

Question 19

It is common now for laptops and tablets to utilize multitouch functions,such as "pinch to zoom," either on the screen interface or with the tracking mouse.When the multitouch interface was first introduced,it was an example of which type of innovation?
A)continuous innovation
B)discontinuous innovation
C)disruptive innovation
D)dynamically continuous innovation
E)evolutionary innovation

Accepted Answer

Dynamically continuous innovations require only minor changes in behavior.When introduced,users learned to use a multitouch interface instead of other button clicks or screen taps to operate a device -a minor change in learned behavior.

Question 20

A product that requires the learning of entirely new consumption patterns among consumers is referred to as a(n)
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)evolutionary innovation.
E)progressive innovation.

Accepted Answer

Key term definition-discontinuous innovation.

Quiz 10: Developing New Products and Services

Figure 10-2 -According to Figure 10-2 above,column C represents a

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

Figure 10-2 -The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the highest level of risk?

Dragon Naturally Speaking,a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program,is an example of a(n)

Prego introduced a Pasta Bake Sauce,which called for uncooked pasta blended with pasta,sauce,meat,and cheese in a casserole.Legally,this product should only be labeled as new

Which of the following new products is the best example of the lowest level of risk from the company's point of view?

A discontinuous innovation is a product that

The new Samsung Family Hub Refrigerator has a 21.5-inch touchscreen,ingredient-tracking fridge-cams,and an assortment of fridge apps.This is an example of which type of innovation?

Figure 10-2 -According to Figure 10-2 above,column A represents a(n)

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G) ,the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as

The Federal Trade Commission (FTC) advises that a product should be labeled as new only

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar product category seems like a good idea.This is what toothpaste manufacturer Colgate did when it put its brand name on ________,which failed quickly.

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients.The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of a

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

Figure 10-2 -According to Figure 10-2 above,column B represents a(n)

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the lowest level of risk?

It is common now for laptops and tablets to utilize multitouch functions,such as "pinch to zoom," either on the screen interface or with the tracking mouse.When the multitouch interface was first introduced,it was an example of which type of innovation?

A product that requires the learning of entirely new consumption patterns among consumers is referred to as a(n)