Question 1

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 2

In the UMD10: 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)33%
B)67%
C)100%
D)125%
E)133%

Accepted Answer

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

Question 3

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

The market research will help to identify whether the problem is internal or external to the organization, which will then inform the decision-making process on how to address the shortfalls identified in the marketing dashboard. Choosing A, C, D, or E may be premature without first identifying the root cause of the problem.

Question 4

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 5

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 seven stages 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 commercialization.

Question 6

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

The passage states that American car manufacturers sent very few right-hand-drive cars to Japan, indicating that they did not tailor their products to the critical factor of the Japanese driving on the left side of the road. This suggests a failure to satisfy customer needs on a crucial factor, making choice C the best answer.

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

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 9

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 failure of Xbox 360 was due to poor product quality, specifically the microprocessors running too hot, resulting in the "red ring of death" issue.

Question 10

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.
A)skipping steps in the new-product process
B)pushing a poorly conceived product too early into the market
C)no economical access to buyers
D)not learning from past new-product failures
E)not understanding the legal definition of newness.

Accepted Answer

No economical access to buyers is a marketing-related reason for new-product failure because it involves challenges in reaching the target market effectively, which can hinder the product's success.

Question 11

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

Encountering groupthink in task force and committee meetings can prevent new ideas from being shared and evaluated properly, leading to a lack of innovation in new product development.

Question 12

In the UMD10: 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 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 UMD10: Marketing Dashboard Map above,the...

Question 13

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 did not meet the legal definition of "new"

Accepted Answer

Poor product quality can lead to negative reviews, low sales, and overall product failure. Customers are more likely to purchase a product when they perceive it to be of high quality, and any flaws in the product can lead to dissatisfaction and lack of repeat purchases.

Question 14

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 an insignificant point of difference relative to competing snacks. Consumers did not switch from their usual snacking habits and continued to eat snacks from competitors like Frito-Lay.

Question 15

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 consists of seven stages: new product strategy development, idea generation, screening and evaluation, business analysis, development, market testing, and commercialization.

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 given description matches the stages of the new-product process, which includes idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization.

Question 17

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 properly explain the intended use of the product falls under poor execution of the marketing mix, as it involves the communication of the product to potential consumers.

Question 18

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

The annual percent sales change by city is the most relevant metric to measure sales performance as it compares the sales of the product from one year to the next in each specific city, allowing for a clear determination of which cities are not meeting their sales growth goals. Using every metric possible would create unnecessary clutter and confusion in the dashboard. Shelf space, production costs, and customer psychographics are not relevant metrics for measuring sales performance in this scenario.

Question 19

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.
A)not listening to the voice of the consumer
B)incomplete market and product protocol
C)pushing a product too early into the market
D)the "NIH" problem
E)encountering groupthink in meetings

Accepted Answer

The answer of One of the eight primary MARKETING-RELATED reasons...

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 there is a strong desire for group consensus and a fear of disrupting group harmony, which leads to faulty decision-making. In scenario D, someone suspects a problem with the new product but is afraid to speak up because of the group's enthusiastic attitude, indicating that there is a fear of disrupting the group's consensus.

Quiz 10: Developing New Products and Services

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 __________.

The new-product process refers to

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

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

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

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

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

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

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

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?

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

"Groupthink" occurs in a meeting when