Question 1

A complete new product concept is a statement about anticipated product features that will yield problem solutions relative to other products already available.

Accepted Answer

A) True 
 B)False

Question 2

The first purpose of a concept test is to generate the sales or trial rate that a product would enjoy.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements is true of surrogate questions?

Accepted Answer

A)  Typically they remain constant at different times in the evaluation process. 
B)  They are less useful when one wants to gauge customer reactions early on, even before the product is developed. 
C)  They are based on the fact that the timing of factual information often matches a product developer's need for it. 
D)  Their response has little value except to help answer a critical question that cannot be answered directly. 
A)  Typically they remain constant at different times in the evaluation process. 
B)  They are less useful when one wants to gauge customer reactions early on, even before the product is developed. 
C)  They are based on the fact that the timing of factual information often matches a product developer's need for it. 
D)  Their response has little value except to help answer a critical question that cannot be answered directly.

Question 4

Which of the following has to be usually supplemented by a narrative statement of the concept in a concept statement?

Accepted Answer

A)  Prototypes 
B)  Drawings 
C)  Virtual reality images 
D)  Models 
A)  Prototypes 
B)  Drawings 
C)  Virtual reality images 
D)  Models

Question 5

In the context of the issues in the response situation in concept evaluation, _____ are particularly useful when we want respondents to hear and react to the comments of others and to talk about how the product would be used.

Accepted Answer

A)  direct individual interviews 
B)  anonymous surveys 
C)  focus groups 
D)  individual judgment tests 
A)  direct individual interviews 
B)  anonymous surveys 
C)  focus groups 
D)  individual judgment tests

Question 6

If a firm makes products with very long cycle times, it is required to control the number of products it has in the process queue at any given time so that products receive development funds in a timely manner.

Accepted Answer

A) True 
 B)False

Question 7

If the number of determinant attributes is very less, identifying benefit segments on an importance map can be very complex.

Accepted Answer

A) True 
 B)False

Question 8

Conjoint analysis is used to identify _____.

Accepted Answer

A)  survey variations 
B)  the optimum combination of attributes 
C)  high-potential gaps 
D)  the optimum price for a product 
A)  survey variations 
B)  the optimum combination of attributes 
C)  high-potential gaps 
D)  the optimum price for a product

Question 9

Which of the following statements is true of a new product development project that is evaluated with the help of rolling evaluation?

Accepted Answer

A)  The project is assessed at predefined intervals. 
B)  This evaluation generally leads to the premature closure of a project. 
C)  Everything in the project is keyed to a single Go/No Go decision. 
D)  Participants avoid mindsets of good and bad about the project. 
A)  The project is assessed at predefined intervals. 
B)  This evaluation generally leads to the premature closure of a project. 
C)  Everything in the project is keyed to a single Go/No Go decision. 
D)  Participants avoid mindsets of good and bad about the project.

Question 10

While preparing the product innovation charter (PIC), the earliest evaluation that a firm makes is of ____.

Accepted Answer

A)  its competitors 
B)  the legal requirements it has to fulfill 
C)  the technologies used by its competitors 
D)  itself and its situation 
A)  its competitors 
B)  the legal requirements it has to fulfill 
C)  the technologies used by its competitors 
D)  itself and its situation

Question 11

A rolling evaluation means that a project is being assessed continuously, which implies that it is dealing with risk via _____.

Accepted Answer

A)  avoidance or transfer 
B)  acceptance or avoidance 
C)  acceptance or mitigation 
D)  mitigation or avoidance 
A)  avoidance or transfer 
B)  acceptance or avoidance 
C)  acceptance or mitigation 
D)  mitigation or avoidance

Question 12

A product concept is a:

Accepted Answer

A)  finalized result of core competency. 
B)  product feature. 
C)  physical prototype. 
D)  claim of proposed value to customers. 
A)  finalized result of core competency. 
B)  product feature. 
C)  physical prototype. 
D)  claim of proposed value to customers.

Question 13

In the context of concept statements, a(n) _____ description presents just the facts (this can even be in bullet points), whereas a(n) _____ description sounds more like how the product would actually be promoted or advertised to customers.

Accepted Answer

A)  noncommercialized; stripped 
B)  embellished; stripped 
C)  stripped; embellished 
D)  commercialized; embellished 
A)  noncommercialized; stripped 
B)  embellished; stripped 
C)  stripped; embellished 
D)  commercialized; embellished

Question 14

Concept testing was essentially invented by ____.

Accepted Answer

A)  industrial firms 
B)  wholesalers 
C)  retailers 
D)  advertising firms 
A)  industrial firms 
B)  wholesalers 
C)  retailers 
D)  advertising firms

Question 15

According to the risk/payoff matrix, during the phase of concept/project evaluation of the new products process, a _____ error occurs when a winning product is discarded.

Accepted Answer

A)  drop 
B)  decay 
C)  launch 
D)  development 
A)  drop 
B)  decay 
C)  launch 
D)  development

Question 16

Which of the following statements about the new product evaluation process is untrue?

Accepted Answer

A)  The assumption that a product development plan is mostly tentative. 
B)  Form and positioning can usually be changed during the process. 
C)  Everything in new product work should be keyed to a Go/No Go decision. 
D)  Customer attitudes usually tend to change along the entire process. 
A)  The assumption that a product development plan is mostly tentative. 
B)  Form and positioning can usually be changed during the process. 
C)  Everything in new product work should be keyed to a Go/No Go decision. 
D)  Customer attitudes usually tend to change along the entire process.

Question 17

Which of the following actions causes backtracking?

Accepted Answer

A)  When the product development process is carried out step by step 
B)  When the costs of incomplete product development are higher than the costs of delayed introduction 
C)  When an idea or concept cannot be implemented until after a prototype has been created 
D)  When the steps in the product development process are skipped 
A)  When the product development process is carried out step by step 
B)  When the costs of incomplete product development are higher than the costs of delayed introduction 
C)  When an idea or concept cannot be implemented until after a prototype has been created 
D)  When the steps in the product development process are skipped

Question 18

A-T-A-R is a term that came from consumer products marketing.

Accepted Answer

A) True 
 B)False

Question 19

A commercialized concept statement:

Accepted Answer

A)  sounds more like how a product would actually be promoted or advertised to customers. 
B)  does not produce realistic customer evaluations. 
C)  is also known as a "stripped description." 
D)  just presents facts in the form of bullet points. 
A)  sounds more like how a product would actually be promoted or advertised to customers. 
B)  does not produce realistic customer evaluations. 
C)  is also known as a "stripped description." 
D)  just presents facts in the form of bullet points.

Question 20

The very first evaluation in the product development process usually:

Accepted Answer

A)  occurs after a product idea has been developed. 
B)  precedes the product concept. 
C)  follows the development of a prototype. 
D)  follows the product launch. 
A)  occurs after a product idea has been developed. 
B)  precedes the product concept. 
C)  follows the development of a prototype. 
D)  follows the product launch.

A complete new product concept is a statement about anticipated product features that will yield problem solutions relative to other products already available.

The first purpose of a concept test is to generate the sales or trial rate that a product would enjoy.

Which of the following statements is true of surrogate questions?

Which of the following has to be usually supplemented by a narrative statement of the concept in a concept statement?

In the context of the issues in the response situation in concept evaluation, _____ are particularly useful when we want respondents to hear and react to the comments of others and to talk about how the product would be used.

If a firm makes products with very long cycle times, it is required to control the number of products it has in the process queue at any given time so that products receive development funds in a timely manner.

If the number of determinant attributes is very less, identifying benefit segments on an importance map can be very complex.

Conjoint analysis is used to identify _____.

Which of the following statements is true of a new product development project that is evaluated with the help of rolling evaluation?

While preparing the product innovation charter (PIC), the earliest evaluation that a firm makes is of ____.

A rolling evaluation means that a project is being assessed continuously, which implies that it is dealing with risk via _____.

A product concept is a:

In the context of concept statements, a(n) _ description presents just the facts (this can even be in bullet points), whereas a(n) _ description sounds more like how the product would actually be promoted or advertised to customers.

Concept testing was essentially invented by ____.

According to the risk/payoff matrix, during the phase of concept/project evaluation of the new products process, a _____ error occurs when a winning product is discarded.

Which of the following statements about the new product evaluation process is untrue?

Which of the following actions causes backtracking?

A-T-A-R is a term that came from consumer products marketing.

A commercialized concept statement:

The very first evaluation in the product development process usually:

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

The Full Screen

Sales Forecasting and Financial Analysis

Product Protocol

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Implementation of the Strategic Plan

Market Testing

Launch Management

Public Policy Issues

Filters

Exam 7: Concept Evaluation and Testing

A complete new product concept is a statement about anticipated product features that will yield problem solutions relative to other products already available.

The first purpose of a concept test is to generate the sales or trial rate that a product would enjoy.

Which of the following statements is true of surrogate questions?

Which of the following has to be usually supplemented by a narrative statement of the concept in a concept statement?

In the context of the issues in the response situation in concept evaluation, _____ are particularly useful when we want respondents to hear and react to the comments of others and to talk about how the product would be used.

If a firm makes products with very long cycle times, it is required to control the number of products it has in the process queue at any given time so that products receive development funds in a timely manner.

If the number of determinant attributes is very less, identifying benefit segments on an importance map can be very complex.

Conjoint analysis is used to identify _____.

Which of the following statements is true of a new product development project that is evaluated with the help of rolling evaluation?

While preparing the product innovation charter (PIC), the earliest evaluation that a firm makes is of ____.

A rolling evaluation means that a project is being assessed continuously, which implies that it is dealing with risk via _____.

A product concept is a:

In the context of concept statements, a(n) _____ description presents just the facts (this can even be in bullet points), whereas a(n) _____ description sounds more like how the product would actually be promoted or advertised to customers.

Concept testing was essentially invented by ____.

According to the risk/payoff matrix, during the phase of concept/project evaluation of the new products process, a _____ error occurs when a winning product is discarded.

Which of the following statements about the new product evaluation process is untrue?

Which of the following actions causes backtracking?

A-T-A-R is a term that came from consumer products marketing.

A commercialized concept statement:

The very first evaluation in the product development process usually:

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

The Full Screen

Sales Forecasting and Financial Analysis

Product Protocol

Design

Development Team Management

Product Use Testing

Strategic Launch Planning

Implementation of the Strategic Plan

Market Testing

Launch Management

Public Policy Issues

Filters

In the context of concept statements, a(n) _ description presents just the facts (this can even be in bullet points), whereas a(n) _ description sounds more like how the product would actually be promoted or advertised to customers.