Deck 19: Launch Management

Question 1

Generally,the easiest products to remove are new-to-the-world product projects.

Answer 1

False

Question 2

Fads and other temporary products,require a special,extra-intensive launch management plan as a result of their short life-and,consequently,short time to earn a profit.

Answer 2

False

Question 3

Product improvements are the most difficult to shut down.

Answer 3

False

Question 4

Which of the following statements about the launch management system is NOT true?

A)It identifies potential problems
B)It develops contingency plans
C)It controls all potential problems
D)It puts a tracking system in place

Question 5

A launch management system must have an effective tracking system-with "trigger points" to activate contingency plans.

Question 6

Launch management ends:

A)at the prototype stage.
B)after the new product has achieved its objectives.
C)as soon as a new product fails.
D)at the introduction stage of the PLC.

Question 7

Unexpectedly low sales should trigger automatic,corrective contingency plans.

Question 8

Only top management should participate in the After Action Review.

Question 9

Which of the following statements is true regarding a guided launch system?

A)It may allow a firm to spot and correct problems early.
B)Most managements are averse to the concept of a guided launch.
C)It is used by a great majority of firms today.
D)It increases the costs of launching the product.

Question 10

In principle,launch management plans of large firms and small firms are exactly the same-problem,tracking variable,trigger point,and remedial plan ready to go.

Question 11

The development ends when the item arrives at the shipping dock.

Question 12

With reference to the expected effects matrix,noticeable events with moderate likelihood of occurrence must be dealt with immediately.

Question 13

The expected effects matrix is designed to capture the events leading up to the product launch and to try to understand the thinking behind the actions taken.

Question 14

The tracking variable is relevant,measurable,and predictable.

Question 15

The toughest part of launch management is developing a situation analysis.

Question 16

Which of the following methods can be used to spot potential problems during launch management?

A)Situation analysis
B)Expected effects matrix
C)Product life cycle analysis
D)Cumulative expenditures curve

Question 17

Abandonment marks the end of the launch manager's job.

Question 18

The first step of a launch system is to develop a contingency plan.

Question 19

The first step in a launch management system is to:

A)rank and select potential problems to be controlled.
B)design the tracking system.
C)develop contingency plans.
D)identify potential problems.

Question 20

The hierarchy of effects model for consumer packaged goods is essentially the same as that of the A-T-A-R model.

Question 21

Poor sales performance:

A)is a factor under the firm's control.
B)should automatically trigger a contingency plan.
C)should lead to a listing and tracking of causes.
D)should be tackled with the help of additional sales force.

Question 22

With reference to the expected effects matrix,which of the following problems represents control variables that require contingency planning and tracking,if possible?

A)Noticeable events with low likelihood of occurrence.
B)Harmful events with low likelihood of occurrence.
C)Noticeable events with moderate likelihood of occurrence.
D)Harmful events with high likelihood of occurrence.

Question 23

Which of the following is an example of a category usage question?

A)What brands of a given product category have you ever heard of?
B)Do you recall seeing any advertising for the given brand?
C)Describe the advertising for the given brand.
D)Where did you see the advertising for the given brand?

Question 24

In attempting to develop a list of potential problems,which of the following techniques tries to simulate what competitors will do after they have heard of the new product?

A)Role-play
B)Situation analysis
C)A-T-A-R model
D)Hierarchy of effects model

Question 25

The tracking variable is relevant,measurable,and _____.

A)endogenous
B)exogenous
C)predictable
D)continuous

Question 26

For consumer packaged goods,the hierarchy of effects for a new item would be the same as the _____ model.

A)A-T-A-R
B)Maslow
C)product life cycle
D)perceptual mapping

Question 27

According to the expected effects matrix,noticeable events having a high likelihood of occurrence:

A)must be dealt with immediately.
B)are "alert" variables that must be watched closely.
C)can be safely ignored.
D)are "control" variables that require contingency planning and tracking,if possible.

Question 28

A tracking variable is _____ if it identifies the problem.

A)measurable
B)continuous
C)relevant
D)predictable

Question 29

Today,in new products management,development ends:

A)with the creation and testing of a final prototype.
B)with the launch of the new product.
C)when product has performed satisfactorily in the hands of the end user.
D)when the technical specifications and manufacturing requirements of the product are finalizeD.

Question 30

In terms of launch management plans,the firm cannot control problem items such as _____.

A)sales
B)price
C)advertising
D)distribution

Question 31

In the expected effects matrix,those problems placed in the bottom / right cell:

A)must be dealt with immediately.
B)are "alert" variables that must be watched closely.
C)can be safely ignored.
D)are "control" variables that require contingency planning and tracking,if possible.

Question 32

Which of the following problems is usually overlooked during launch management?

A)Advertising that offers unclear / incomplete information
B)Reseller problems / demands
C)Inappropriate pricing / adjustments
D)Product was "too" successful

Question 33

Firms may best select problems for control by using:

A)the hierarchy of effects model.
B)Maslow's hierarchy of needs.
C)the expected effects matrix.
D)perceptual mapping models.

Question 34

Selecting problems needing control can be based on all of the following EXCEPT:

A)the fact that a firm cannot control all problems.
B)the potential damage.
C)the likelihood of occurrence.
D)the fact that once tracked,they will assure success.

Question 35

This is the last step in the launch management system and decides,if required,when the contingency plan must be turned loose.

A)Selecting potential problems to control
B)Selecting the trigger points
C)Developing contingency plans
D)Ranking and controlling potential problems

Question 36

The most common type of company failure is _____,particularly at the retail or dealer level.

A)inappropriate pricing
B)inadequate distribution
C)inappropriate advertising
D)poor packaging

Question 37

According to the expected effects matrix,devastating events having a low likelihood of occurrence:

A)must be dealt with immediately.
B)are "alert" variables that must be watched closely.
C)can be safely ignored.
D)are "control" variables that require contingency planning and tracking,if possible.

Question 38

Many developers shun launch management because:

A)it delays introduction of the product in the market.
B)of problems in finding good tracking variables.
C)it is too expensive.
D)of difficulties in developing a good contingency plan.

Question 39

"Hierarchy of effects" is one of the methods used for identifying potential problems.Which of the following statements is true regarding this method?

A)It tries to predict competitors' reactions.
B)It involves going through all the data accumulated in the new product's file.
C)It starts with a satisfied customer and works back from that satisfaction to identify the effects necessary to produce it.
D)It involves asking channel partners to predict the potential problems.

Question 40

Which of the following is likely to be the toughest part of launch management?

A)Developing contingency plans
B)Setting sales targets
C)Determining how to measure critical problem indicators
D)Creating awareness about the product

Question 41

Discuss the product deletion process.

Question 42

Which of the following statements is true regarding the launch management for temporary products?

A)Production is contracted out if possible
B)Follow-on products need to be scheduled
C)Long-term service facilities are built
D)Prices are gradually increased

Question 43

Comparing performance against criteria that signal the beginning of the removal process best relates to which of the following stages of the stepwise product deletion process?

A)Analysis and revitalization stage
B)Recognition of the product to be deleted
C)Evaluation and decision formulation stage
D)Implementation stage

Question 44

Which of the following may be the most difficult to "shut down"?

A)New-to-the-world products
B)Product improvements
C)Repositionings
D)Me-too products

Question 45

Which of the following types of products is least likely to need a launch management plan?

A)Line extensions
B)Fad products
C)New-to-the-world products
D)Modifications / updates of existing products

Question 46

What are the various methods of identifying potential problems during launch management?

Question 47

Which of the following statements is NOT true about an After Action Review (AAR)?

A)Its goal is to identify what went right and what went wrong.
B)It includes statements of planned objectives and actual results.
C)It should include only top management as they are the only ones who have direct experience with the entire development cycle.
D)It is designed to capture the events leading up to the product launch and to try to understand the thinking behind the actions taken.

Question 48

All of the following statements about the decision to abandon a product are true EXCEPT:

A)abandoned products may still produce revenue for the firm.
B)abandonment marks the end of the launch manager's joB.
C)abandonment may require the firm to maintain parts and service inventories for existing customers.
D)abandonment may require a gradual stock-reduction program.

Question 49

With reference to launch management,eyeball control refers to:

A)starting with a satisfied customer and working back from that satisfaction to determine the hierarchy of effects necessary to produce it.
B)externally validating the metrics that are used to evaluate a firm's new products process.
C)capturing the events leading up to the product launch and then trying to understand the thinking behind the actions taken.
D)moving around the market to find if problems are coming about,and then have in mind what will be done if they are.

Question 50

Considering the effects of the deletion on overheads,the firm's "full-line" policy and capacity utilization are elements of this stage of the stepwise product deletion process.

A)Recognition of the product to be deleted
B)Implementation stage
C)Evaluation and decision formulation stage
D)Analysis and revitalization stage

Question 51

If the market situation is particularly difficult when the product appears to be in decline and solutions lie only in longer-time product changes,it may be necessary to:

A)give a greater push to the product.
B)increase all marketing communications substantially.
C)hold the market in a freeze until a solution is found.
D)increase production to flood markets for greater visibility.

Question 52

Briefly describe the process and problems associated with designing a tracking system.

Question 53

A(n)_____ is designed to capture the events leading up to the product launch and to try to understand the thinking behind the actions taken.

A)After Action Review
B)A-T-A-R model
C)expected effects matrix model
D)hierarchy of effects matrix

Question 54

How are control events selected? What is the primary tool employed for this purpose?

Question 55

Briefly describe the steps involved in the typical launch management system.