Question 1

New product failures may be avoided if the company developing the new product has
A)a precise protocol.
B)a clear product definition.
C)a statement of intent with measures of success.
D)top-management involvement in the development process.
E)a marketer-dominated source of information for consumers.

Accepted Answer

The answer of New product failures may be avoided if...

Question 2

A new product protocol should be created
A)before the product is even developed.
B)as soon as the product concept is developed.
C)when the product is ready to become a prototype.
D)when the product is first released (regional rollout).
E)when the product hits the market as a total rollout.

Accepted Answer

A new product protocol should be created before the product is even developed to ensure that all aspects of the product development process are considered and documented.

Question 3

Ideally, before a new product is developed, a firm should have a precise protocol, a statement that identifies: (1) a well-defined target market; ( 2) specific customers' needs, wants, and preferences; and (3)
A)what the product will be and do.
B)a clear plan for product distribution.
C)clear financial goals and expectations.
D)an analysis of potential competitive products.
E)a precise budget of how much can be spent at each step of the process.

Accepted Answer

The statement should identify the target market, customers' needs, wants, and preferences, and what the product will be and do. While financial goals and expectations, distribution plans, competitive analysis, and budget are all important considerations, they are not part of the specific protocol being referred to in the question.

Question 4

FIGURE 10-4 
-According to Figure10-4 above, column "B" represents a
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)spontaneous innovation.
E)simultaneous innovation.

Accepted Answer

The answer of FIGURE 10-4 
-According to Figure10-4 above, column...

Question 5

One of the eight primary reasons for product failure is __________.
A)the product is too innovative
B)poor product quality
C)government intervention
D)too socially controversial
E)poor execution of the marketing mix

Accepted Answer

The answer of One of the eight primary reasons for...

Question 6

poor execution of the marketing mix, and (8 ) __________.
A)bad timing
B)too little innovation
C)government intervention
D)too socially controversial
E)the idea was just plain "dumb"

Accepted Answer

Poor timing can greatly affect the success of a marketing campaign, as it may not align with the target audience's needs or may be overshadowed by competing events or promotions.

Question 7

poor execution of the marketing mix, and (8 ) __________.
A)not satisfying customers on critical factors
B)too little innovation
C)government intervention
D)too socially controversial
E)the idea was just plain "dumb"

Accepted Answer

Poor execution of the marketing mix often results in not satisfying customers on critical factors, leading to decreased sales and a negative impact on the business.

Question 8

Kimberly-Clark developed tissues that contained vitamin C derivatives scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them.Unfortunately, people didn't believe the claims and were frightened by the "cidal" in the name.The reason for this product failure was
A)an insignificant point of difference
B)too little market attractiveness
C)poor execution of the marketing mix
D)poor product quality
E)incomplete market and product protocol

Accepted Answer

The answer of Kimberly-Clark developed tissues that contained vitamin C...

Question 9

what the product will be and can do is referred to as a
A)protocol.
B)position paper.
C)modus operandi.
D)statement of intent.
E)methodology statement.

Accepted Answer

The answer of what the product will be and can...

Question 10

Until 1996, U.S.carmakers sent cars to Japan with the steering wheel on the left.German car makers on the other hand, sent several models with the steering wheel on the right, to accommodate the way cars are driven in Japan.American car manufacturers could blame their failure to a great degree on
A)an insignificant point of difference.
B)too little market attractiveness.
C)not satisfying customer needs on critical factors.
D)poor product quality.
E)incomplete market and product protocol.

Accepted Answer

American car manufacturers failed in Japan primarily because they did not satisfy customer needs on critical factors, such as steering wheel position, which is a significant factor for many drivers. It was not an insignificant point of difference, as evidenced by the success of German car makers who took the effort to accommodate the local driving preferences. Market attractiveness, product quality, and protocol could also have been contributing factors, but the lack of critical customer satisfaction was likely the primary cause of failure.

Question 11

When General Mills introduced Fingos, a sweetened cereal flake, they assumed that their customers would snack on them dry.Unfortunately, this did not occur.The reason for this product failure was __________.
A)an insignificant point of difference
B)too little market attractiveness
C)poor execution of the marketing mix
D)poor product quality
E)incomplete market and product protocol

Accepted Answer

Fingos failed because it did not have a significant point of difference that would compel consumers to snack on them dry, leading to its lack of success in the market.

Question 12

One of the eight primary reasons for product failure is __________.
A)there is too little market attractiveness
B)the product is too innovative
C)government intervention
D)too socially controversial
E)the idea was just plain "dumb"

Accepted Answer

If a product does not have enough market attractiveness, it will have difficulty succeeding in the market. This can be due to factors such as a lack of demand, too much competition, or a misalignment with the target consumer's needs and wants.

Question 13

Ideally, before a new product is developed, a firm should have a precise protocol, a statement that identifies (1) what the product will be and can do; (2) a well-defined target market; and (3)
A)a clear plan for product distribution.
B)an analysis of potential competitive products.
C)a precise budget of how much can be spent at each step of the process.
D)specific customers' needs, wants, and preferences.
E)clear financial goals and expectations.

Accepted Answer

Knowing specific customers' needs, wants, and preferences is crucial for developing a product that will be successful in the market. Without this information, the product may not meet customers' expectations and may not sell well, ultimately leading to a loss for the firm. Choices A, B, C, and E are also important considerations when developing a new product, but they are not as critical as understanding customer needs.

Question 14

poor execution of the marketing mix, and (8 ) __________.
A)too little innovation
B)the idea was just plain "dumb"
C)no economical access to buyers
D)government intervention
E)too socially controversial

Accepted Answer

Without economical access to buyers, it is difficult to sell products even if the marketing mix is executed perfectly. A lack of distribution channels or high costs associated with reaching target customers can prevent a product from gaining traction despite its potential.

Question 15

FIGURE 10-5 
-When Heinz changed its ketchup bottle (see Figure 10-5 above), in terms of its effect on consumption, what degree of learning was required by the consumer?
A)continuous innovation
B)discontinuous innovation
C)dynamically continuous innovation
D)spontaneous innovation
E)simultaneous innovation

Accepted Answer

The change in Heinz's ketchup bottle can be classified as a dynamically continuous innovation. This type of innovation requires some degree of learning and behavior change for consumers, but not a complete overhaul of habits or routines. Consumers may need to slightly adjust their pouring or storage methods, but it is not a completely new product or way of using the product.

Question 16

Protocol refers to
A)the standardized procedures followed by a specific company for the inception, design, manufacturing, promotion, and distribution of new products.
B)a formalized statement of intent regarding what will be sold, to whom it will be sold, and by whom it will be sold.
C)maintaining compliance with all licensing, manufacturing, and distribution standards ascribed by the U.S.government Department of Trade.
D)a statement that identifies 1) a well-defined target market; 2) specific customers' needs, wants, and preferences; and 3) what the product will be and do.
E)a statement that identifies 1) a well-defined target market; 2) specific product or service attributes, and 3) who will be responsible for which tasks to bring the product to market.

Accepted Answer

A protocol in this context refers to a statement that identifies a well-defined target market, specific customers' needs, wants, and preferences, and what the product will be and do.

Question 17

poor execution of the marketing mix, and (8 ) __________.
A)too little innovation
B)incomplete market and product protocol
C)government intervention
D)too socially controversial
E)the idea was just plain "dumb"

Accepted Answer

Incomplete market and product protocol can lead to poor execution of the marketing mix, as there may not be enough research, planning, or understanding of the target market and product's features and benefits. This can result in ineffective promotion, pricing, and distribution strategies.

Question 18

One of the eight primary reasons for product failure is __________.
A)the product is too innovative
B)poor product quality
C)government intervention
D)too socially controversial
E)the idea was just plain "dumb"

Accepted Answer

Poor product quality is one of the primary reasons for product failure because it leads to low customer satisfaction, negative word-of-mouth, and lack of repeat business.

Question 19

what the product will be and can do.
A)protocol
B)position paper
C)modus operandi
D)statement of intent
E)methodology statement

Accepted Answer

The answer of what the product will be and can...

Question 20

FIGURE 10-4 
-According to Figure10-4 above, column "C" represents a
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)spontaneous innovation.
E)simultaneous innovation.

Accepted Answer

Discontinuous innovation refers to a completely new product or concept that significantly changes consumer behavior and requires new learning.

Quiz 10: Developing New Products and Services

New product failures may be avoided if the company developing the new product has

A new product protocol should be created

Ideally, before a new product is developed, a firm should have a precise protocol, a statement that identifies: (1) a well-defined target market; ( 2) specific customers' needs, wants, and preferences; and (3)

FIGURE 10-4 -According to Figure10-4 above, column "B" represents a

One of the eight primary reasons for product failure is __________.

poor execution of the marketing mix, and (8 ) __________.

poor execution of the marketing mix, and (8 ) __________.

what the product will be and can do is referred to as a

Until 1996, U.S.carmakers sent cars to Japan with the steering wheel on the left.German car makers on the other hand, sent several models with the steering wheel on the right, to accommodate the way cars are driven in Japan.American car manufacturers could blame their failure to a great degree on

When General Mills introduced Fingos, a sweetened cereal flake, they assumed that their customers would snack on them dry.Unfortunately, this did not occur.The reason for this product failure was __________.

One of the eight primary reasons for product failure is __________.

Ideally, before a new product is developed, a firm should have a precise protocol, a statement that identifies (1) what the product will be and can do; (2) a well-defined target market; and (3)

poor execution of the marketing mix, and (8 ) __________.

FIGURE 10-5 -When Heinz changed its ketchup bottle (see Figure 10-5 above) , in terms of its effect on consumption, what degree of learning was required by the consumer?

Protocol refers to

poor execution of the marketing mix, and (8 ) __________.

One of the eight primary reasons for product failure is __________.

what the product will be and can do.

FIGURE 10-4 -According to Figure10-4 above, column "C" represents a