Deck 12: Product Protocol

Question 1

Since product protocols are marketing tools,they should not include production or regulatory requirements.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

_____ Room is a technique used by Toyota to get cooperation across functional areas,to speed up integration,and to focus the team.

A)Protocol
B)Oobeya
C)Planning
D)Kaizen

Question 5

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

Question 6

Most successful product development systems are _____ in nature and implementation.

A)linear
B)sequential
C)concurrent
D)non-repetitive

Question 7

With reference to the Oobeya Room,which of the following boards shows current project status and allow for team members to determine where they are at,or behind,target?

A)A metrics board
B)An action board
C)A decomposition board
D)An issue board

Question 8

The purpose of the protocol remains constant irrespective of the market segment and time.

Question 9

The product protocol 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.

Question 10

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

Question 11

QFD was invented in the Japanese automobile industry years ago as a tool of project control.

Question 12

With reference to the Oobeya Room,which of the following boards shows the most critical problems that have arisen?

A)A metrics board
B)An action board
C)A decomposition board
D)An issue board

Question 13

In practice,the first step of QFD is the HOQ.

Question 14

A product protocol is:

A)a signed agreement between negotiating parties such as marketing,technical,operations,and others.
B)a totally informal agreement based on negotiations which are adversarial in nature.
C)written by the engineering team in order to avoid conflict between various functional areas,as today most firms employ multifunctional teams.
D)a guideline that currently has a standard form,an accepted name,and established practices.

Question 15

QFD has been called "matrix hell" as a result of its massive data requirements,use complexity,and its tendency to raise conflicts that are difficult,if not impossible,to solve.

Question 16

If done right,the protocol gives requirements in words that can usually be measured and thus permits a development process to be managed.

Question 17

If a product is developed in response to consumer's "demands" for specific features,success is always assured.

Question 18

In the House of Quality (HOQ)approach,customer's needs are converted to the price of the product.

Question 19

New product projects that use a well-known and well-established technology for product improvements are said to be using wildcatting.

Question 20

Under a concurrent system,product development is carried out in a logical series of sequential steps.

Question 21

Merrill-Dow's advertisement,"The new bulk laxative will dissolve completely in a four-ounce glass of water in 10 seconds," refers to which of the following product attributes?

A)Feature
B)Price
C)Benefit
D)Function

Question 22

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 using _____.

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

Question 23

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

A)Features
B)Prices
C)Benefits
D)Functions

Question 24

In the creation of a new product,the product protocol specifies what _____ each department will provide to the final product that the customer buys.

A)deliverables
B)price components
C)parts
D)features

Question 25

Marketers may describe "functions" in a product protocol as _____.

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

Question 26

Which of the following best defines a product?

A)Target market of the product
B)Positioning of the product
C)Marketing plan of the product
D)Attributes of the product

Question 27

All of the following are some general purposes of the protocol statement EXCEPT:

A)to specify what each department will deliver to the final product that the customer buys.
B)to communicate essentials to all of the players and help lead them into integrated actions.
C)to reduce the time through the process or cycle time.
D)to develop a product innovation charter in a standardized form.

Question 28

For a new type of golf footwear,"800 number service with less than five minutes' waiting time,covering the needs of 80 percent of callers from the United States this year and from the other markets by end of second year" is most likely to be the deliverable of the _____ department.

A)marketing
B)engineering
C)information technology
D)finance

Question 29

The customer purchases a combination of all of the following EXCEPT:

A)one or more core benefits.
B)a formal product presentation.
C)augmentations.
D)presale protocols.

Question 30

The attempt to explain to the consumer why a specific product is the best choice for the solution to a specified problem is at the root of _____.

A)product positioning
B)product innovation charters
C)wildcatting
D)researching

Question 31

Technical people often come up with _____ for a new product first,based on technologies they have.

A)performance
B)features
C)functions
D)benefits

Question 32

Performance specs or performance parameters are often used by marketers to define products and relate to the product attribute of _____.

A)feature
B)function
C)benefit
D)tangibility

Question 33

The protocol statement clearly defines the firm's _____,which is a specific group of consumers / end-users having specific problems the firm hopes to solve at a profit for itself.

A)focus group
B)target market
C)core group
D)augmented market

Question 34

Misunderstandings on _____ have probably been the cause of more technical / marketing fights than anything else.

A)positioning
B)pricing
C)advertising
D)sales

Question 35

Which of the following best describes what consumers and end-users desire to purchase?

A)Product protocols
B)Core benefits
C)Formal products
D)Fully augmented products

Question 36

An advantage of specifying the protocol in terms of _____ is that it places no constraints on the R&D staff;they are given free rein to figure out how best to design the product so that it provides the desired benefit.

A)benefits
B)features
C)price
D)functions

Question 37

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

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

Question 38

When an automobile manufacturer makes a statement,"The car,using the new German 11-Z4 engine,must accelerate from 0 to 60 miles per hour in 8 seconds," he is expressing a product function in terms of a(n)_____.

A)design parameter
B)embedded feature
C)cost benefit
D)tangible feature

Question 39

The concept of product positioning has basically developed from _____.

A)sales
B)advertising
C)packaging
D)branding

Question 40

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

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

Question 41

Some groundbreaking research on interviewing by Abbie Griffin and John Hauser suggests a reasonable ground rule: about _____ individual interviews,each lasting about three-quarters of an hour,produce close to 100 percent of all customer needs.

A)10
B)20
C)30
D)40

Question 42

Quality function deployment (QFD)was invented in the _____ industry years ago as a tool of project control in an industry with incredibly complicated projects.

A)Chinese household appliances
B)Mexican aerospace
C)American packaged food
D)Japanese automobile

Question 43

Quality function deployment (QFD)is probably best suited to _____.

A)new-to-the-organization products
B)new platform development
C)product improvements
D)line extensions

Question 44

On occasions,when _____ make decisions regarding what features are associated with what functions and benefits and call for products with specific features,it may not be very wise for the firm to listen.

A)customers
B)technical people
C)new product managers
D)marketing people

Question 45

Which of the following statements regarding QFD is NOT true?

A)It is driven by customer needs.
B)It helps to identify and eliminate "products without markets" early.
C)It encourages cross-functional cooperation.
D)It is based on the core competencies of the firm.

Question 46

_____ has been defined as a "complete set of customer wants and needs,expressed in the customer's own language,organized the way the customer thinks about,uses,and interacts with the product,and prioritized by the customer in terms of both importance and performance."

A)Target market
B)Voice of the customer
C)Product positioning
D)Product protocol

Question 47

In the development of a new computer printer,the House of Quality requires inputs from _____ and _____ personnel and encourages communication and cooperation across these functional areas.

A)finance;marketing
B)marketing;technical
C)finance;human resources
D)technical;human resources

Question 48

What is product protocol?

Question 49

Protocols created by _____ are most likely to be accepted and successful.

A)marketing specialists
B)multifunctional new products teams
C)highly conventional teams
D)analytical methods and tools

Question 50

In the House of Quality (HOQ)approach,customer's needs are converted to _____.

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

Question 51

Discuss product positioning.

Question 52

What are the various advantages of using quality function deployment?

Question 53

Discuss the general purposes of the product protocol statement.

Question 54

Which of the following types of firms are most likely to question the need of utilizing QFD?

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

Question 55

What are the three types of product attributes?