Question 1

The screening and concept testing stage of the new-product development process is used to:

Accepted Answer

Concept tests involve describing the product idea to consumers,usually before any prototype has been created,and asking for their evaluations.

Question 2

Oakley,a manufacturer of protective eyewear for various kinds of sports,has introduced sunglasses that play music.The glasses weigh just a few ounces and can hold up to 120 songs.These sunglasses would be an example of a(n):

Accepted Answer

The new sunglasses supplement the firm's established product line.

Question 3

At what stage of the new-product development process are most new-product ideas rejected?

Accepted Answer

Screening is the stage when the bulk of the ideas are rejected for being incompatible or impractical.

Question 4

After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogenated oils that tastes the same but has zero trans fat,the company formed a committee to analyze whether the product ideas were consistent with the organization's new-product strategy.This is called:

Accepted Answer

Idea screening is the first filter in the product development process.It serves to eliminate new product ideas that are inconsistent with the organization's new-product strategy.

Question 5

Top managers at a commercial real estate firm that specializes in site location and installation of cellphone towers considered providing the same service for windmill location and installation but decided this was not within the company's corporate mission.Which stage of the new-product development process did its new-product development process reach?

Accepted Answer

Screening involves rejecting products that don't fit with company plans.

Question 6

A(n)_____ links the new-product development process with the objectives of the marketing department,business unit,and corporation.

Accepted Answer

A new product strategy must be compatible with these objectives.

Question 7

Companies that are most likely to succeed in the development and introduction of new products typically are characterized by all of the following EXCEPT:

Accepted Answer

Introducing a specific number of new products each year is not one of the factors identified for success.

Question 8

Which of the following is the LEAST likely source for new-product ideas?

Accepted Answer

Customers,employees,distributors,and competitors are interacting with the marketplace and may have ideas for goods to serve customer needs.The bank from which the company gets its debt financing is the least likely alternative here.

Question 9

A European dairy,which is famous for its rich ice creams,has introduced basil,tomato,fennel,and oregano flavored ice creams.In the process of developing these new flavors,the dairy surveyed world-famous chefs to determine which nontraditional flavors had the greatest level of marketability.This survey would have happened during which stage of the product development process?

Accepted Answer

The idea screening stage eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason.

Question 10

The process of converting applications for new technologies into marketable products is called:

Accepted Answer

Product development is a marketing strategy that entails the creation of marketable new products.

Question 11

A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise.Which of the following is a potential source of new-product ideas that would allow it to compete more effectively?

Accepted Answer

Customers,employees,distributors,and competitors are interacting with the marketplace and may have ideas for goods to serve customer needs.

Question 12

_____ is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas.

Accepted Answer

The goal of brainstorming is to get a group to think of unlimited ways to vary a product or solve a problem,no matter how ridiculous it may seem.

Question 13

_____ occurs when an existing product is targeted toward new market segments.It is another type of new-product development because the product is new to that segment.

Accepted Answer

Repositioned products are existing products targeted at new markets or market segments,or repositioned to change the current market's perception of the product.

Question 14

Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates.The week after the compound was invented,a group of the firm's employees got together and listed ways the product might be used.This is an example of:

Accepted Answer

Brainstorming is a process where a group thinks of as many ways to vary a product or solve a problem.

Question 15

The same manufacturer produces Hanes,Playtex,and Bali clothing for women.This manufacturer assembled a group of nine regular customers and asked them to discuss what they like and do not like about its current product line for full-figured women and to suggest new-product ideas,such as jewelry,wide shoes,and belts.The manufacturer used a research technique called a:

Accepted Answer

An objective of focus group interviews is to stimulate insightful comments through group interaction.

Question 16

A new-product strategy:

Accepted Answer

All of these statements accurately describe a new-product strategy.

Question 17

Which of the following stages of the new-product development process is the first filter in the new-product development process and serves to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason?

Accepted Answer

Most new-product ideas are rejected at this stage,called the idea screening stage.

Question 18

_____ evaluate new-product ideas usually before any prototype has been created.

Accepted Answer

Concepts test are often used at the screening stage to rate concept (or product)alternatives.

Question 19

Victorinex has long manufactured Swiss Army knives and developed a line of upscale Swiss Army watches.The Swiss Army brand gave the company credibility over other watch manufacturers and allowed the company to continue targeting sports-minded males between the ages of 18 and 35.Victorinex used which strategy to create new products?

Accepted Answer

It is offering watches,which it had not done prior to 9/11.

Question 20

The first stage of the new-product development process is:

Accepted Answer

See Exhibit 11.1.New-product strategy is the first subset of the organization's new-product development plan.It specifies what roles new products play in the organization's overall plan and describes goals.

Quiz 11: Developing and Managing Products