Exam 6: New Product Ideas: Analytical Attribute Approaches

The _____ approach, proposed by W. Chan Kim and Renée Mauborgne, focuses on adjusting key attributes of current products to create customer value systematically.

Discuss various drawbacks of gap analysis.

A pen that sprays ink onto the paper is an example of a product:

The displacement template, presented by Goldenberg and Mazursky, involves retaining the intrinsic components of a product.

Conjoint analysis puts all of the determinant attributes together in new sets and identifies which sets of attributes would be most liked or preferred by customers.

Gourmetz, a fast food joint, seeks to launch a new range of organic pizzas. The determinant attributes for the new product range of pizzas are identified as spiciness, flavor, and thickness. The range for each of these attributes is also selected. Cards representing each variant that combines specific levels of determinant attributes are prepared and given to consumers. Then, the best level of each attribute is combined into an overall favorite product. This is an example of _____.

In the context of qualitative techniques that can be used to incorporate customer input into concept generation, analogies that offer the most creative potential are those that:

According to Goldenberg and Mazursky, _____ is a creativity template that finds a functional dependency between two independent variable features and the interaction may suggest a creative new product.

Conjoint analysis has been shown to provide a valid early indication of ultimate product success for _____.

A full-profile conjoint analysis is one for which one obtains information on all possible levels of all the product's attributes.

Explain the importance of virtual prototypes in concept testing.

Dimensional analysis involves listing only the measurements of dimensions of a product type such as spatial length and width.

In using conjoint analysis, one assumes that a product cannot be represented as a set or bundle of attributes.

Explain determinant gap maps and mention their advantages and disadvantages.

Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis-à-vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.

Discuss various attributes of products with examples.

In a determinant gap map, _____.

The assumption behind the use of conjoint analysis is that:

Which of the following statements is true of a determinant gap map?

Analogy is used heavily as part of the problem-solving step in problem-based methods.