Question 1

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 6 is the __________ stage.
A)business analysis
B)screening and evaluation
C)market testing
D)commercialization
E)development

Accepted Answer

Stage 6 in the new-product development process is the market testing stage, where the product and its marketing program are tested in realistic market settings.

Question 2

One reason new products fail is that although most major corporations use a formal decision making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a __________ to ensure that problems are corrected before proceeding to the next stage.
A)written protocol
B)Stage-Gate process
C)cross-functional team
D)prototype test
E)test market

Accepted Answer

The Stage-Gate process is a formal decision-making process that involves conducting checkpoints at each stage of product development to evaluate progress and determine whether the project should move forward or be terminated. This process helps to ensure that problems are corrected before proceeding to the next stage. Choices A, C, D, and E also play important roles in product development, but the best choice that directly addresses the given problem is the Stage-Gate process.

Question 3

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 1 is the __________ stage.
A)idea generation
B)screening and evaluation
C)screening and analysis
D)new-product strategy development
E)product assessment

Accepted Answer

The answer of 
-Figure 9-5 above represents the seven stages...

Question 4

New-product strategy development refers to
A)the stage of the new-product process where specific product features and benefits are selected prior creating a new-product prototype.
B)a formalized protocol for new product development determined by director of marketing.
C)the stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives.
D)the process of presenting cross-functional teams with a written new-product concept statement and asking them to respond to it in writing.
E)the stage of the new-product process that turns the idea on paper into a prototype, which results in a demonstrable, producible product corresponding to its protocol.

Accepted Answer

New-product strategy development refers to the stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives. This stage involves conducting a SWOT analysis, identifying the target market and positioning the product to meet that market's needs, setting the product's price, and determining the distribution and promotion strategies.

Question 5

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 7 is the __________ stage.
A)business analysis
B)screening and evaluation
C)market testing
D)commercialization
E)development

Accepted Answer

Stage 7 in the new-product development process is the commercialization stage, where the product is launched into the market.

Question 6

-In the UMD9: Marketing Dashboard Map above, the annual growth rate in each state is shown, with green (which looks gray on printed paper) meaning good and red (which looks black on printed paper) meaning very poor. If you were a marketing manager faced with this dashboard, which of the following would be the best action?
A)Focus on the shortfalls in Idaho (ID) and Utah (UT).
B)Revise the relevant goals for both east and west coast.
C)Conduct additional market research in the southern United States.
D)Examine your distribution system in the northeastern United States.
E)Change the marketing metric being used to evaluate the states individually.

Accepted Answer

The answer of 
-In the UMD9: Marketing Dashboard Map above,...

Question 7

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 2 is the __________ stage.
A)idea generation
B)screening and evaluation
C)screening and analysis
D)new-product strategy development
E)product assessment

Accepted Answer

The answer of 
-Figure 9-5 above represents the seven stages...

Question 8

The first stage of the new-product process is
A)idea generation.
B)screening and evaluation.
C)business analysis.
D)new-product strategy development.
E)concept testing.

Accepted Answer

The answer of The first stage of the new-product process...

Question 9

The stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives is referred to as __________.
A)distinctive competency determination
B)new-product strategy development
C)strategic marketing process
D)strategic invention process
E)product protocol definition

Accepted Answer

The stage that defines the role for a new product in terms of the firm's overall objectives is referred to as new-product strategy development. This stage involves identifying the target market and positioning, determining the product's unique value proposition and differentiation from competitors, and setting specific goals for the product's success. It is a crucial step in determining the approach to developing and launching the new product.

Question 10

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 5 is the __________ stage.
A)business analysis
B)screening and evaluation
C)market testing
D)commercialization
E)development

Accepted Answer

The answer of 
-Figure 9-5 above represents the seven stages...

Question 11

The new-product process refers to
A)the informal process of brain storming to generate new-product concepts at a marketing staff meeting.
B)the process of presenting cross-functional teams with a written new-product concept statement and asking them to respond to it in writing.
C)the seven stages an organization goes through to identify business opportunities and convert them into salable products or services.
D)the two stages an organization goes through from idea generation to commercialization.
E)a formalized protocol for new-product development that begins at the corporate level and ends at the functional level.

Accepted Answer

The new-product process refers to the series of seven stages that an organization goes through to identify business opportunities and convert them into salable products or services. These stages include idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, and market testing. This process is a formalized protocol for new-product development that begins at the corporate level and ends at the functional level.

Question 12

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 4 is the __________ stage.
A)idea generation
B)screening and evaluation
C)business analysis
D)new-product strategy development
E)market testing

Accepted Answer

Stage 4 in the new-product development process is the business analysis stage, where the business case for the product is evaluated, including financial projections and market potential.

Question 13

The new-product process an organization goes through to identify business opportunities and convert them into salable products or services contains
A)three main steps: research, production, and distribution.
B)four distinct steps: research, evaluation, production, and distribution.
C)five key phases ranging from idea generation to creating the first prototype.
D)seven stages from new product strategy development to commercialization.
E)three phases: planning, implementation, and evaluation.

Accepted Answer

The new-product process typically involves seven stages, which are new product strategy development, idea generation, screening and evaluation, business analysis, development, testing, and commercialization. These stages are sequential and form a roadmap for an organization to identify new business opportunities and develop salable products or services.

Question 14

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine __________.
A)how to change the promotional strategy
B)whether the problem is internal or external to the organization
C)whether to drop or keep the failing product or market
D)whether to change the goal, and therefore, the marketing metric used to measure it
E)if the numbers used for evaluation in the marketing dashboard are accurate

Accepted Answer

Marketing is often about grappling with sales shortfalls.You'll need to start by trying to identify the problem.You'll want to conduct marketing research to see if the problem starts with an external factor such as changing consumer tastes or an internal factor such as a breakdown in your distribution system.

Question 15

One of the two ORGANIZATION-related problems of inertia that can cause new-product failures is __________.
A)poor product quality
B)encountering groupthink in task force and committee meetings
C)poor execution of the marketing mix
D)bad timing
E)incomplete market and product protocol

Accepted Answer

Inertia within an organization can cause groups involved in new-product development to become stagnant and trapped in a "groupthink" mentality. This can lead to a lack of creativity and innovation in product design and marketing strategy, ultimately leading to product failure.

Question 16

The seven stages an organization goes through to identify business opportunities and convert them into salable products or services is referred to as the __________.
A)commercialization process
B)SWOT process
C)business prospect development cycle
D)opportunity stage gate sequence
E)new-product process

Accepted Answer

The description provided matches the new-product process, which consists of seven stages: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, and market testing. The other options (A, B, C, and D) are not specific to this process.

Question 17

-In the UMD9: Marketing Dashboard Map above, the annual growth rate in each state is shown, with green (which looks gray on printed paper) meaning good and red (which looks black on printed paper) meaning very bad. If an organization's 2013 sales for the entire U.S. were $50 million and its 2012 U.S. sales were $30 million, what is the annual % sales change?
A)40%
B)67%
C)100%
D)125%
E)133%

Accepted Answer

The annual percentage sales change is calculated as ((2013 sales - 2012 sales) / 2012 sales) * 100 = ((50 - 30) / 30) * 100 = 66.67%, which rounds to 67%.

Question 18

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 3 is the __________ stage.
A)idea generation
B)screening and evaluation
C)screening and analysis
D)new-product strategy development
E)product assessment

Accepted Answer

Stage 3 in the new-product development process is typically the "screening and evaluation" stage, where ideas are reviewed to determine their feasibility and potential for success.

Question 19

If you are using a marketing dashboard to discover which cities in Florida are not meeting their sales growth goal for your sunscreen products, what marketing metric should be used to measure sales performance?
A)every metric possible
B)shelf space for this year and last year by city
C)production costs
D)customer psychographics
E)annual percent sales change by city

Accepted Answer

Annual percent sales change by city is the best marketing metric to measure sales performance because it provides a clear and specific measurement of how well the product is selling in each city, allowing for targeted improvements in those areas that are not meeting sales growth goals.

Question 20

Groupthink occurs in a meeting when
A)everyone has an opinion but no one is willing to take charge.
B)everyone has the same idea after using the brainstorming idea-generation technique.
C)there is too much competition among marketing managers, so no one is willing to share his/her ideas.
D)someone suspects that there is a problem with the new product concept but is afraid to speak up because everyone else is so enthusiastic about it.
E)top management wants the new product to go forward regardless of what anyone else thinks.

Accepted Answer

Groupthink occurs when members of a group or team feel pressure to conform to the ideas or decisions of the majority, even if they have doubts or concerns. In this scenario, someone suspects there is a problem with the new product concept but is afraid to speak up because everyone else is enthusiastic, which is a classic example of groupthink. The other options do not accurately describe groupthink.

Quiz 9: Developing New Products and Services

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 6 is the __________ stage.

One reason new products fail is that although most major corporations use a formal decision making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a __________ to ensure that problems are corrected before proceeding to the next stage.

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 1 is the __________ stage.

New-product strategy development refers to

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 7 is the __________ stage.

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 2 is the __________ stage.

The first stage of the new-product process is

The stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives is referred to as __________.

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 5 is the __________ stage.

The new-product process refers to

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 4 is the __________ stage.

The new-product process an organization goes through to identify business opportunities and convert them into salable products or services contains

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine __________.

One of the two ORGANIZATION-related problems of inertia that can cause new-product failures is __________.

The seven stages an organization goes through to identify business opportunities and convert them into salable products or services is referred to as the __________.

-Figure 9-5 above represents the seven stages of the new-product development process. Stage 3 is the __________ stage.

If you are using a marketing dashboard to discover which cities in Florida are not meeting their sales growth goal for your sunscreen products, what marketing metric should be used to measure sales performance?

Groupthink occurs in a meeting when