Question 1

New product or service failures may be reduced or avoided if the company developing them has
A)support from marketer-dominated sources of information.
B)a clear patent approved by the governments within the countries it wants to market.
C)a statement of competitive intent.
D)stakeholder approval in the development process.
E)a precise protocol.

Accepted Answer

The answer of New product or service failures may be...

Question 2

Microsoft introduced its Zune player a few years after Apple launched its iPod and other competitors had offered their new MP3 players. Zune sales were very disappointing and Microsoft eventually killed the product. According to the textbook, the primary reason for the Zune's failure was due in large part to
A)bad timing.
B)not satisfying customer needs on critical factors.
C)poor product quality.
D)an insignificant point of difference.
E)incomplete market and product protocol.

Accepted Answer

The answer of Microsoft introduced its Zune player a few...

Question 3

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

Accepted Answer

A well-defined target market should be identified before developing a new product or service, as this will guide the development process and ensure that the product/service will meet the needs and wants of the intended audience. While the other options may be important considerations, they are not directly related to developing a protocol for a new product or service.

Question 4

When General Mills introduced Fingos, a corn chip-sized sweetened cereal flake, it assumed that its customers would normally snack on them dry like a potato chip. Unfortunately, consumers did not switch from munching on popcorn and potato chips. The primary reason for the failure of Fingos was __________.
A)an insignificant point of difference relative to competing snacks - consumers wouldn't switch from eating snacks from Frito-Lay and others
B)too little market attractiveness - the growth in the snacks market is declining
C)poor execution of the marketing mix - General Mills did not offer free samples at grocery stores
D)poor product quality - the chips were not the same size
E)incomplete market and product protocol - the brand name "Fingos" did not get consumers excited

Accepted Answer

The primary reason for the failure of Fingos was the lack of a significant point of difference relative to competing snacks, as consumers were not willing to switch from their preferred snacks from brands like Frito-Lay.

Question 5

Until 1996, U.S. carmakers sent very few right-hand-drive cars to Japan while German car makers exported several models with the steering wheel on the right to accommodate the way the Japanese drive their cars on the left side of the road. 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 to satisfy customer needs on critical factors, such as having right-hand-drive cars, which was necessary for driving on the left side of the road in Japan. This factor made it difficult for American car manufacturers to compete with their German counterparts who were able to accommodate the needs of Japanese customers.

Question 6

OUT! International's Hey! There's A Monster In My Room spray with a bubble-gum fragrance was designed to rid scary creatures from a kid's bedroom. Although a clever idea, it failed because it
A)did not satisfy customer needs on critical factors.
B)had poor product quality.
C)had bad timing.
D)had an incomplete market and product protocol.
E)had too little market attractiveness.

Accepted Answer

The answer of OUT! International's Hey! There's A Monster In...

Question 7

Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives, which were scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them. Unfortunately, people didn't believe the claim and were frightened by the "cidal" in the brand 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 its Avert Virucidal tissues that...

Question 8

Thirsty Dog! is a zesty beef-flavored, vitamin-enriched, mineral-loaded, lightly carbonated bottled water for your dog. It might have been a great product, but competition over shelf space was fierce and the product could not generate enough sales per square foot for retailers. The makers of this product had
A)poor product quality.
B)no economical access to buyers.
C)an insignificant point of difference.
D)incomplete market and product protocol.
E)poor execution of the marketing mix.

Accepted Answer

With thousands of new consumer packaged goods introduced each year,the cost to gain access to retailer shelf space is huge.Because shelf space is judged in terms of sales per square foot,a new product must displace an existing product on the supermarket shelves.Thirsty Dog! failed to generate enough sales to meet its sales per square foot requirements.

Question 9

Most American families buy the same __________ items over and over again - making it difficult to gain buyers for new products.
A)25
B)50
C)100
D)125
E)150

Accepted Answer

The answer of Most American families buy the same __________...

Question 10

Garlic Cake was supposed to be served as an hors d'oeuvre with sweet breads, spreads, and meats, but at its introduction the company forgot to explain this to potential consumers. This product failure demonstrates
A)not satisfying customer needs on critical factors.
B)poor product quality.
C)poor execution of the marketing mix.
D)an insignificant point of difference.
E)bad timing.

Accepted Answer

The failure to explain how to serve the product is an error in execution of the marketing mix.

Question 11

After Microsoft launched its Xbox 360 video-game console, millions began to experience the "red ring of death." The problem: The consoles' microprocessors ran too hot, causing them to pop off their motherboards. This cost the company not only money to extend its product warranty, but a huge portion of future sales and market share to competitors Sony and Nintendo. This failure was due to
A)not satisfying customer needs on critical factors.
B)poor product quality.
C)an insignificant point of difference.
D)incomplete market and product protocol.
E)too little market attractiveness.

Accepted Answer

The "red ring of death" was caused by poor product quality, specifically with the microprocessors overheating and popping off their motherboards. This led to a costly product recall and a loss of market share to competitors.

Question 12

One of the eight primary marketing-related reasons for new-product failure is __________.
A)the product is too innovative
B)a competitor with a similar product withdrew from the market
C)too socially controversial
D)poor product quality
E)product was marketed as a new product but it did not meet the legal definition of new

Accepted Answer

Poor product quality can lead to negative reviews, low sales and ultimately, failure of a new product.

Question 13

One of the eight primary marketing-related reasons for new-product failure is __________.
A)not listening to the voice of the engineer
B)no economical access to buyers
C)too much advertising or too aggressive a tone for it
D)failure to anticipate competitors actions
E)insufficient funding for roll-out

Accepted Answer

If a company does not have economical access to potential buyers, it will not be able to effectively reach their target market and generate sales, leading to new-product failure. The other options may also contribute to new-product failure, but access to buyers is a fundamental prerequisite for success.

Question 14

Ideally, before a new product or service is developed, a firm should have a precise __________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers.
A)formula
B)contract
C)modus operandi
D)protocol
E)methodology

Accepted Answer

The answer of Ideally, before a new product or service...

Question 15

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product or service will be and do to satisfy consumers.
A)a clear plan for distribution
B)specific customers' needs, wants, and preferences
C)an analysis of potential competitors' products or services
D)a precise budget of how much can be spent for the marketing program
E)clear financial goals and expectations

Accepted Answer

The statement is referring to the process of market segmentation, which involves identifying a well-defined target market and specific customers' needs, wants, and preferences in order to develop a product or service that would satisfy them. While the other options might be important for the development and marketing of the product or service, they are not directly related to the task of identifying the target market and customers' needs.

Question 16

A new product or service protocol refers to
A)the standardized procedures a firm follows for the inception, design, manufacturing, promotion, and distribution of a new product.
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 established by the U.S. Federal Trade Commission (FTC).
D)a statement that identifies a well-defined target market, specific customers' needs, wants, and preferences, and what the product or service will be and do to satisfy consumers.
E)the raw unwritten ideas to produce a single commercially successful new product.

Accepted Answer

A new product or service protocol is a statement that identifies a well-defined target market, specific customers' needs, wants, and preferences, and what the product or service will be and do to satisfy consumers.

Question 17

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) __________.
A)what the product or service will be and do to satisfy consumers
B)a clear plan for distribution
C)clear financial goals and expectations
D)an analysis of potential competitors' products or services
E)a precise budget of how much can be spent for the marketing program

Accepted Answer

The third element of the precise protocol should be a clear statement of what the product or service will be and do to satisfy consumers. This ensures that the development of the product or service is aligned with the target market's needs, wants, and preferences. While elements such as distribution, financial goals, competitors' analysis, and marketing budget are important, they come after the development of the product/service itself.

Question 18

One of the eight primary marketing-related reasons for new-product failure is __________.
A)not listening to the voice of the engineer
B)incomplete market and product protocol
C)too much advertising or too aggressive a tone for it
D)failure to anticipate competitors actions
E)insufficient funding for roll-out

Accepted Answer

Incomplete market and product protocol refers to a lack of understanding and research on the target market, competition, and the overall product concept, which can lead to failure in effectively meeting consumer needs and demands. The other options do not directly relate to this primary reason for new-product failure.

Question 19

A statement that identifies: a well-defined target market; specific customers' needs, wants, and preferences; and what the product will be and do to satisfy consumers is referred to as a new product's or service's
A)protocol.
B)proposition.
C)modus operandi.
D)formula.
E)methodology.

Accepted Answer

The answer of A statement that identifies: a well-defined target...

Question 20

Less than __________ of new consumer packaged goods (CPG) exceed first-year sales of $50 million - the benchmark of a successful CPG launch.
A)3 percent
B)10 percent
C)17 percent
D)28 percent
E)35 percent

Accepted Answer

Less than 3 percent of new CPG exceed first-year sales of $50 million. This indicates that launching a successful CPG is a difficult task and requires significant market research, product development, and marketing efforts.

Quiz 9: Developing New Products and Services

New product or service failures may be reduced or avoided if the company developing them has

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) __________; (2) specific customers' needs, wants, and preferences; and (3) what the product or service will be and do to satisfy consumers.

OUT! International's Hey! There's A Monster In My Room spray with a bubble-gum fragrance was designed to rid scary creatures from a kid's bedroom. Although a clever idea, it failed because it

Most American families buy the same __________ items over and over again - making it difficult to gain buyers for new products.

Garlic Cake was supposed to be served as an hors d'oeuvre with sweet breads, spreads, and meats, but at its introduction the company forgot to explain this to potential consumers. This product failure demonstrates

One of the eight primary marketing-related reasons for new-product failure is __________.

One of the eight primary marketing-related reasons for new-product failure is __________.

Ideally, before a new product or service is developed, a firm should have a precise __________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers.

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product or service will be and do to satisfy consumers.

A new product or service protocol refers to

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

One of the eight primary marketing-related reasons for new-product failure is __________.

A statement that identifies: a well-defined target market; specific customers' needs, wants, and preferences; and what the product will be and do to satisfy consumers is referred to as a new product's or service's

Less than __________ of new consumer packaged goods (CPG) exceed first-year sales of $50 million - the benchmark of a successful CPG launch.