Question 1

Which of the products listed below would be the BEST candidate for full-scale market testing?

Accepted Answer

A) totally free checking account from Bank One 
B) household frequent flyer program from Delta Airlines 
C) mid-priced luxury sedan made in America by Mazda 
D) new iced coffee beverage from Starbucks 
E) slimmer iMac computer 
A) totally free checking account from Bank One 
B) household frequent flyer program from Delta Airlines 
C) mid-priced luxury sedan made in America by Mazda 
D) new iced coffee beverage from Starbucks 
E) slimmer iMac computer

Question 2

A product item refers to

Accepted Answer

A) the variations within a product class. 
B) the entire product category or industry. 
C) a group of SKUs that are closely related. 
D) a specific product that has a unique brand,size,or price. 
E) the services offered by an organization. 
A) the variations within a product class. 
B) the entire product category or industry. 
C) a group of SKUs that are closely related. 
D) a specific product that has a unique brand,size,or price. 
E) the services offered by an organization.

Question 3

Which of the following new products is the BEST example of the LOWEST level of risk from the company's point of view?

Accepted Answer

A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B) moving from production of land-line telephones to smartphones 
C) marketing the first Apple computer 
D) changing the formula from Coca-Cola to New Coke and then back to Coca Cola Classic 
E) offering online marketing classes rebranded under a new college name 
A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B) moving from production of land-line telephones to smartphones 
C) marketing the first Apple computer 
D) changing the formula from Coca-Cola to New Coke and then back to Coca Cola Classic 
E) offering online marketing classes rebranded under a new college name

Question 4

The type of business products known as support products includes installations,supplies,accessory equipment,and __________.

Accepted Answer

A) complementary products 
B) materials 
C) industrial services 
D) derived products 
E) components 
A) complementary products 
B) materials 
C) industrial services 
D) derived products 
E) components

Question 5

X-1 uses all of the following sources to generate new-product ideas EXCEPT:

Accepted Answer

A) co-workers 
B) Team X-1 
C) employees 
D) retail buyers 
E) R&D lab IDEO 
A) co-workers 
B) Team X-1 
C) employees 
D) retail buyers 
E) R&D lab IDEO

Question 6

When the company Netflix first began,it wasn't as successful as expected.This may have been because

Accepted Answer

A) the program wasn't subscription-based. 
B) too many customers failed to return the VHS cassettes. 
C) the price of postage increased dramatically and ate into profits. 
D) too many free movies were now available through on-demand cable TV and streaming via the Internet. 
E) the primary target market,consisting of young people aged 18 to 24 years old,had declining interest in movies,spending more time listening to music and playing video games. 
A) the program wasn't subscription-based. 
B) too many customers failed to return the VHS cassettes. 
C) the price of postage increased dramatically and ate into profits. 
D) too many free movies were now available through on-demand cable TV and streaming via the Internet. 
E) the primary target market,consisting of young people aged 18 to 24 years old,had declining interest in movies,spending more time listening to music and playing video games.

Question 7

The __________ stage of the new-product process includes an examination of the technical feasibility for the product,such as 3M determining that the firm's micro-replication (the 3,000 tiny gripping "fingers")technology could be used to improve the gripping power of batting or work gloves.

Accepted Answer

A) development 
B) Stage-Gate® 
C) idea generation 
D) business analysis 
E) screening and evaluation 
A) development 
B) Stage-Gate® 
C) idea generation 
D) business analysis 
E) screening and evaluation

Question 8

The emphasis of a marketing strategy for a continuous innovation concentrates on

Accepted Answer

A) obtaining narrow distribution. 
B) setting a low price. 
C) generating awareness. 
D) using reminder advertising to reeducate consumers. 
E) using personal selling. 
A) obtaining narrow distribution. 
B) setting a low price. 
C) generating awareness. 
D) using reminder advertising to reeducate consumers. 
E) using personal selling.

Question 9

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

Accepted Answer

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 
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

Question 10

During the first stage of the new-product process,two important activities take place.They are

Accepted Answer

A) SWOT analysis and environmental scanning. 
B) open innovation and business analysis. 
C) concept testing and product forecasting. 
D) R&D and operations set-up. 
E) environmental scanning and open innovation. 
A) SWOT analysis and environmental scanning. 
B) open innovation and business analysis. 
C) concept testing and product forecasting. 
D) R&D and operations set-up. 
E) environmental scanning and open innovation.

Question 11

Describe the three ways services can be classified.

Accepted Answer

Services can be classified three ways ba

Question 12

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

Accepted Answer

A) idea generation. 
B) business analysis. 
C) marketing analysis. 
D) product development. 
E) commercialization. 
A) idea generation. 
B) business analysis. 
C) marketing analysis. 
D) product development. 
E) commercialization.

Question 13

According to Figure 10-2 above,column "C" represents a

Accepted Answer

A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) spontaneous innovation. 
E) simultaneous innovation. 
A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) spontaneous innovation. 
E) simultaneous innovation.

Question 14

When consumers consider all types of household cleaners,they are considering the __________ of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a __________ of household cleaners.

Accepted Answer

A) product class;product brand 
B) product group;product brand 
C) product class;product form 
D) product line;product mix 
E) product mix;product line 
A) product class;product brand 
B) product group;product brand 
C) product class;product form 
D) product line;product mix 
E) product mix;product line

Question 15

Which of the following is considered a service?

Accepted Answer

A) lamp 
B) motorcycle 
C) potato chips 
D) a marketing class 
E) environmentalism 
A) lamp 
B) motorcycle 
C) potato chips 
D) a marketing class 
E) environmentalism

Question 16

The stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives is referred to as __________.

Accepted Answer

A) distinctive competency determination 
B) new-product strategy development 
C) strategic marketing process 
D) strategic invention process 
E) product protocol definition 
A) distinctive competency determination 
B) new-product strategy development 
C) strategic marketing process 
D) strategic invention process 
E) product protocol definition

Question 17

A prototype is a(n)

Accepted Answer

A) miniature version of an actual new product used in concept testing to identify any changes that need to be made prior to its commercialization. 
B) full-scale operating model of the product under development. 
C) sample of a new product given to prospective customers and opinion leaders used to generate awareness prior to the product's commercial release. 
D) simulated operating model of the product given to consumers to use in full-scale field testing. 
E) a digital version of a product produced in multiple shapes,colors,and sizes to determine which version of the product customers like best. 
A) miniature version of an actual new product used in concept testing to identify any changes that need to be made prior to its commercialization. 
B) full-scale operating model of the product under development. 
C) sample of a new product given to prospective customers and opinion leaders used to generate awareness prior to the product's commercial release. 
D) simulated operating model of the product given to consumers to use in full-scale field testing. 
E) a digital version of a product produced in multiple shapes,colors,and sizes to determine which version of the product customers like best.

Question 18

Figure 10-3 above represents the seven stages of the new-product development process.Stage 7 is the __________ stage.

Accepted Answer

A) business analysis 
B) screening and evaluation 
C) market testing 
D) commercialization 
E) development 
A) business analysis 
B) screening and evaluation 
C) market testing 
D) commercialization 
E) development

Question 19

The demand for a business product that results from the demand for a consumer product is referred to as

Accepted Answer

A) sequential demand. 
B) selective demand. 
C) primary demand. 
D) secondary demand. 
E) derived demand. 
A) sequential demand. 
B) selective demand. 
C) primary demand. 
D) secondary demand. 
E) derived demand.

Question 20

The various 3M products in the photo above can be classified as a

Accepted Answer

A) market grouping. 
B) product mix. 
C) product class. 
D) marketing mix. 
E) SKU line. 
A) market grouping. 
B) product mix. 
C) product class. 
D) marketing mix. 
E) SKU line.

Exam 10: Developing New Products and Services

Which of the products listed below would be the BEST candidate for full-scale market testing?

A product item refers to

Which of the following new products is the BEST example of the LOWEST level of risk from the company's point of view?

The type of business products known as support products includes installations,supplies,accessory equipment,and __________.

X-1 uses all of the following sources to generate new-product ideas EXCEPT:

When the company Netflix first began,it wasn't as successful as expected.This may have been because

The __________ stage of the new-product process includes an examination of the technical feasibility for the product,such as 3M determining that the firm's micro-replication (the 3,000 tiny gripping "fingers")technology could be used to improve the gripping power of batting or work gloves.

The emphasis of a marketing strategy for a continuous innovation concentrates on

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

During the first stage of the new-product process,two important activities take place.They are

Describe the three ways services can be classified.

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

According to Figure 10-2 above,column "C" represents a

When consumers consider all types of household cleaners,they are considering the __________ of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a __________ of household cleaners.

Which of the following is considered a service?

The stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives is referred to as __________.

A prototype is a(n)

Figure 10-3 above represents the seven stages of the new-product development process.Stage 7 is the __________ stage.

The demand for a business product that results from the demand for a consumer product is referred to as

The various 3M products in the photo above can be classified as a

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

When consumers consider all types of household cleaners,they are considering the of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a of household cleaners.