Question 1

Discuss the general purposes of the product protocol statement.

Accepted Answer

The first general purpose of the protocol is to specify what each department will deliver to the final product that the customer buys. A second general purpose of the protocol statement is the same for the participants in new product development. It communicates essentials to all of the players, helps lead them into integrated actions, helps direct outcomes that are consistent with the full screen and financials, and gives all players their targets to shoot for. A third purpose of the protocol relates to time through the process, or cycle time. Many firms place high priority on accelerated time to market, and better product definition can help cut development time.

Question 2

Engineering characteristics and customer attributes are part of the _____.

Accepted Answer

A)  VOC grid 
B)  HOQ grid 
C)  PLC grid 
D)  TQM grid 
A)  VOC grid 
B)  HOQ grid 
C)  PLC grid 
D)  TQM grid B

Question 3

Protocols for services are most likely to be stated in _____.

Accepted Answer

A)  design terms 
B)  terms of features 
C)  performance terms 
D)  terms of functions 
A)  design terms 
B)  terms of features 
C)  performance terms 
D)  terms of functions C

Question 4

New product projects that bet on a technology that has not yet been shown to work or just bet on a scientist with a good track record for coming up with saleable new products are said to be _____.

Accepted Answer

A)  prospecting 
B)  probing 
C)  wildcatting 
D)  researching 
A)  prospecting 
B)  probing 
C)  wildcatting 
D)  researching

Question 5

The protocol process is an aid to management, not a substitute for thinking.

Accepted Answer

A) True 
 B)False

Question 6

Consumers and end-users tend to purchase:

Accepted Answer

A)  only product protocols. 
B)  only core benefits. 
C)  formal products. 
D)  fully augmented products. 
A)  only product protocols. 
B)  only core benefits. 
C)  formal products. 
D)  fully augmented products.

Question 7

Features are the most desirable form of product attributes for a protocol to use.

Accepted Answer

A) True 
 B)False

Question 8

A good product protocol can help cut development time and accelerate the time to market by providing better product definition.

Accepted Answer

A) True 
 B)False

Question 9

A product protocol:

Accepted Answer

A)  is more than what will exist when the first prototype appears. 
B)  is the final step in the evolution of a concept. 
C)  remains consistent from market segment to market segment. 
D)  permits a development process to be managed. 
A)  is more than what will exist when the first prototype appears. 
B)  is the final step in the evolution of a concept. 
C)  remains consistent from market segment to market segment. 
D)  permits a development process to be managed.

Question 10

A company's success is assured if a product is developed in response to consumer's demands for specific features.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of a product protocol?

Accepted Answer

A)  The product protocol is less than what will exist when the first prototype appears. 
B)  The product protocol is the final step in the evolution of a concept. 
C)  The product protocol remains consistent from market segment to market segment. 
D)  The departments of a company do not have to depend on a product protocol to begin their work. 
A)  The product protocol is less than what will exist when the first prototype appears. 
B)  The product protocol is the final step in the evolution of a concept. 
C)  The product protocol remains consistent from market segment to market segment. 
D)  The departments of a company do not have to depend on a product protocol to begin their work.

Question 12

In the House of Quality (HOQ) approach, customers' needs are translated into _____.

Accepted Answer

A)  product functions 
B)  process operations 
C)  technical specifications 
D)  product prices 
A)  product functions 
B)  process operations 
C)  technical specifications 
D)  product prices

Question 13

Marketers may describe functions in a product protocol as _____.

Accepted Answer

A)  performance parameters 
B)  accrued benefits 
C)  embedded features 
D)  product features 
A)  performance parameters 
B)  accrued benefits 
C)  embedded features 
D)  product features

Question 14

Which of the following statements is true of leading product innovators?

Accepted Answer

A)  They use a system in which all product team members begin work at different times. 
B)  They use a system in which procurement people wait for the final word from process engineers about when certain components are going to be built. 
C)  They use a system in which all of the players begin working, doing as much as they can at any time as the project rolls along. 
D)  They use a system in which process engineers wait for the final prototype to be given to them. 
A)  They use a system in which all product team members begin work at different times. 
B)  They use a system in which procurement people wait for the final word from process engineers about when certain components are going to be built. 
C)  They use a system in which all of the players begin working, doing as much as they can at any time as the project rolls along. 
D)  They use a system in which process engineers wait for the final prototype to be given to them.

Question 15

New product projects that use well-known and well-established technologies for product improvements are said to be "wildcatting."

Accepted Answer

A) True 
 B)False

Question 16

Which of the following best defines a product?

Accepted Answer

A)  The target market of the product 
B)  The positioning of the product 
C)  The marketing plan of the product 
D)  The attributes of the product 
A)  The target market of the product 
B)  The positioning of the product 
C)  The marketing plan of the product 
D)  The attributes of the product

Question 17

Which of the following types of firms are most likely to question the need of utilizing quality function deployment (QFD)?

Accepted Answer

A)  Consumer-goods firms 
B)  Industrial product developers 
C)  Home appliances firms 
D)  Firms in the packaged food industry 
A)  Consumer-goods firms 
B)  Industrial product developers 
C)  Home appliances firms 
D)  Firms in the packaged food industry

Question 18

What are the various advantages of using quality function deployment?

Accepted Answer

Quality function deployment (QFD) was in

Question 19

Product positioning can be facilitated to a large extent by _____, which provides key information on desirable positioning options for products.

Accepted Answer

A)  the decay curve 
B)  concept testing activities 
C)  R&D activities 
D)  the risk or payoff matrix 
A)  the decay curve 
B)  concept testing activities 
C)  R&D activities 
D)  the risk or payoff matrix

Question 20

In the house of quality (HOQ) approach, customer's needs are converted to the price of a product.

Accepted Answer

A) True 
 B)False

Discuss the general purposes of the product protocol statement.

Engineering characteristics and customer attributes are part of the _____.

Protocols for services are most likely to be stated in _____.

New product projects that bet on a technology that has not yet been shown to work or just bet on a scientist with a good track record for coming up with saleable new products are said to be _____.

The protocol process is an aid to management, not a substitute for thinking.

Consumers and end-users tend to purchase:

Features are the most desirable form of product attributes for a protocol to use.

A good product protocol can help cut development time and accelerate the time to market by providing better product definition.

A product protocol:

A company's success is assured if a product is developed in response to consumer's demands for specific features.

Which of the following is true of a product protocol?

In the House of Quality (HOQ) approach, customers' needs are translated into _____.

Marketers may describe functions in a product protocol as _____.

Which of the following statements is true of leading product innovators?

New product projects that use well-known and well-established technologies for product improvements are said to be "wildcatting."

Which of the following best defines a product?

Which of the following types of firms are most likely to question the need of utilizing quality function deployment (QFD)?

What are the various advantages of using quality function deployment?

Product positioning can be facilitated to a large extent by _____, which provides key information on desirable positioning options for products.

In the house of quality (HOQ) approach, customer's needs are converted to the price of a product.

The Strategic Elements of Product Development

The New Products Process

Opportunity Identification and Selection: Strategic Planning for New Products

The Product Concept and Ready-Made New Product Ideas

New Product Ideas: the Problem Find-Solve Approach

New Product Ideas: Analytical Attribute Approaches

Concept Evaluation and Testing

The Full Screen

Sales Forecasting and Financial Analysis

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Implementation of the Strategic Plan

Market Testing

Launch Management

Public Policy Issues

Filters

Exam 10: Product Protocol

Discuss the general purposes of the product protocol statement.

Engineering characteristics and customer attributes are part of the _____.

Protocols for services are most likely to be stated in _____.

New product projects that bet on a technology that has not yet been shown to work or just bet on a scientist with a good track record for coming up with saleable new products are said to be _____.

The protocol process is an aid to management, not a substitute for thinking.

Consumers and end-users tend to purchase:

Features are the most desirable form of product attributes for a protocol to use.

A good product protocol can help cut development time and accelerate the time to market by providing better product definition.

A product protocol:

A company's success is assured if a product is developed in response to consumer's demands for specific features.

Which of the following is true of a product protocol?

In the House of Quality (HOQ) approach, customers' needs are translated into _____.

Marketers may describe functions in a product protocol as _____.

Which of the following statements is true of leading product innovators?

New product projects that use well-known and well-established technologies for product improvements are said to be "wildcatting."

Which of the following best defines a product?

Which of the following types of firms are most likely to question the need of utilizing quality function deployment (QFD)?

What are the various advantages of using quality function deployment?

Product positioning can be facilitated to a large extent by _____, which provides key information on desirable positioning options for products.

In the house of quality (HOQ) approach, customer's needs are converted to the price of a product.

The Strategic Elements of Product Development

The New Products Process

Opportunity Identification and Selection: Strategic Planning for New Products

The Product Concept and Ready-Made New Product Ideas

New Product Ideas: the Problem Find-Solve Approach

New Product Ideas: Analytical Attribute Approaches

Concept Evaluation and Testing

The Full Screen

Sales Forecasting and Financial Analysis

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Implementation of the Strategic Plan

Market Testing

Launch Management

Public Policy Issues

Filters