Question 1

_____ goes one step further than applied research by converting new technology applications into marketable products.

Accepted Answer

Product development involves taking new technology applications and turning them into marketable products. This goes beyond applied research, which focuses on finding possible practical uses for new technology, and involves creating a tangible product that can be sold in the marketplace. Product development may involve modifying existing products or creating entirely new ones.

Question 2

Christian Kniski has developed a new technology which uses miniature computerization to analyze DNA specimens.His next step after developing the product should be to work to find an application for this new technology through:

Accepted Answer

Applied research is the appropriate choice as it involves using existing knowledge to find practical applications for a new technology. Christian Kniski has already developed the product, and the next step should be to conduct research to find out how it can be used to benefit society. This approach involves identifying a specific problem that could potentially be solved by this technology and conducting research to test whether the technology can effectively solve the problem. Applied research will help Kniski to identify specific applications of DNA analysis through miniature computerization, such as diagnosing genetic diseases and genetic testing for personalized medicine.

Question 3

_____ is the first filter in the new-product development process.It 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

Idea screening is the first filter in the new-product development process, which is used to evaluate and eliminate product ideas that are not consistent with the organization's new product strategy or are not feasible for some other reason. It helps to focus on the most promising ideas and reduces the cost and time of developing and launching unsuccessful products. The other options such as Applied diffusion, Introductory diffusion, Business Analysis, and Test Marketing generally come later in the new-product development process.

Question 4

_____ takes new technologies and attempts to find useful applications for them.

Accepted Answer

Applied research takes new technologies and applies them to find useful applications for them.

Question 5

After the research team at DairyMade had generated more than two dozen new product ideas for a substitute for coconut that tastes the same but has zero cholesterol,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

The process described in the question is idea screening, which involves analyzing and evaluating potential new product ideas to determine whether they align with the company's overall strategy and goals. Business analysis involves a more in-depth financial and market analysis of the selected ideas, while diffusion refers to the spread of a new product or innovation through a market. Test marketing involves launching the product in a limited market to determine consumer response, while idea generation is the first step in the new product development process, where ideas are generated through various methods such as brainstorming.

Question 6

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

The activity described in the scenario is brainstorming, where a group of employees generate ideas for potential uses of the new product.

Question 7

A company that manufactures mantels,stairways,doors,windows,and other architectural reproductions brought together a group of ten recent customers and asked them to discuss what they liked and disliked about the current designs marketed by the company.Which of the following research techniques did the manufacturer use?

Accepted Answer

The manufacturer used a focus group, which is a research technique that involves gathering a small group of people to discuss a specific topic or product. In this case, the manufacturer brought together recent customers to discuss their likes and dislikes about the current designs marketed by the company.

Question 8

A manufacturer of athletic equipment is finding it difficult to compete with cheaper imported merchandise.Which of the following is a potential source of new product ideas?

Accepted Answer

All of the options can potentially provide new product ideas. Current retailers may suggest improvements or new features for existing products. Observing foreign competitors can help identify trends and new technologies that can be incorporated into the manufacturer's products. Employees may have innovative ideas or suggestions for new products. Customers who have requested catalogs may provide insight into their interests and needs.

Question 9

Scientists at Indiana University have received a patent for their newly discovered technologies for more effective customer interface interactions in retail stores.The university decided to sell the patent to an independent company whose scientists immediately began exploration into practical uses of this new technology.The scientists at the independent company are involved in:

Accepted Answer

The scientists at the independent company are conducting applied research, which involves exploring practical applications of existing technologies or knowledge to solve specific problems or create new products.

Question 10

When Forrest Event Marketing,Inc.started searching for new product ideas,a marketing consultant suggested a variety of sources of information.Which is the LEAST likely source of new product ideas?

Accepted Answer

Financial lenders are not typically a source of new product ideas as their responsibility primarily lies in providing funds and ensuring financial stability.

Question 11

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

A focus group is a research technique in which a group of people are brought together to discuss a particular topic with a moderator. The manufacturer assembled a group of customers to discuss their product line and suggest new ideas, which fits the description of a focus group. Brainstorming sessions, buying centers, product-review committees, and venture teams are all different approaches to problem-solving and decision-making that may involve group discussion, but none specifically fit the description of the manufacturer's research technique.

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 process described in the question is brainstorming. Brainstorming is a technique used to generate creative and spontaneous ideas from a group of people, without any judgment or evaluation of the ideas at the time of generation. The goal is to generate as many ideas as possible, even if some of them seem impractical, with the hope that some of these ideas can be developed further into practical solutions.

Question 13

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

Accepted Answer

Most new product ideas are rejected during the idea screening stage, where the ideas are evaluated and analyzed to determine if they align with the company's goals and if they are financially feasible. This stage is crucial in filtering out any weak or unprofitable ideas before investing resources into further product development stages.

Question 14

Until the mid-1990s,MGP Ingredients,Inc.,sold ethanol and animal feed.A steep drop in its sales led the company to focus on developing the first low-carb proteins and starches.The company was able to use existing manufacturing equipment to develop these food additives in response to the growing popularity of the Atkins Diet and similar food regimens.The realization that MGP could use the popularity of the Atkins Diet as a catalyst for success would have occurred in which stage of the new-product development process?

Accepted Answer

The answer of Until the mid-1990s,MGP Ingredients,Inc.,sold ethanol and animal...

Question 15

Scientists at Indiana University are working to develop new technologies for customer interface interactions in retail stores.Right now they are not concerned with the potential cost-effectiveness of the technologies or the marketability of the technologies.These scientists are involved in:

Accepted Answer

The scientists are engaged in basic research, which aims to develop new knowledge without a specific application or product in mind. They are not currently concerned with cost-effectiveness or marketability, indicating that they are focused on exploring and discovering new technologies rather than applying them to a specific problem or market.

Question 16

A new-product strategy:

Accepted Answer

All of the options listed are accurate descriptions of a new-product strategy. It links the new-product development process with the objectives of the marketing department, the business unit, and the corporation, while also being part of an organization's overall marketing strategy. It specifies the roles new products play in the organization's overall plans and describes the characteristics of products the organization wants to offer and the markets it wants to serve.

Question 17

One way to determine whether a company has a balanced portfolio of products and,if not,what new product ideas are needed to offset the imbalance is to use:

Accepted Answer

Outside consultants can provide objective analysis and expertise in assessing the balance of a company's product portfolio, identifying any imbalances, and suggesting new product ideas to fill the gaps. Internal teams may have biases or limited perspectives, whereas outside consultants can provide fresh insights and unbiased recommendations. Marketing development departments, status quo committees, and research ombudsmen may also be useful in certain contexts, but are not as well-suited for assessing product portfolio balance and identifying new product ideas as outside consultants.

Question 18

An HMO created a focus group to identify new products that it believed would enhance the boomer's aging process.This focus group most likely contained:

Accepted Answer

The focus group was created to identify new products that would enhance the boomer's aging process, so it is most likely that the group would consist of people who are categorized as baby boomers. It is not necessary to involve all stakeholders from the sponsoring HMO or health care providers, and members of competitive HMOs may not be interested in contributing to the development of products for a competitor. Similarly, people representing different segments of the family life cycle may not be relevant to the focus on enhancing the boomer's aging process.

Question 19

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

Accepted Answer

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.

Question 20

_____ is scientific investigation aimed at discovering new technologies.

Accepted Answer

Basic research is scientific investigation aimed at discovering new knowledge and understanding fundamental principles, which can lead to new technologies.

Quiz 10: Developing and Managing Products