Question 1

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

Accepted Answer

A)  conjoint analysis 
B)  perceptual map 
C)  dimensional analysis 
D)  value curve creation

Question 2

Discuss various drawbacks of gap analysis.

Accepted Answer

The answer of Discuss various drawbacks of gap analysis....

Question 3

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

Accepted Answer

A)  usage. 
B)  function. 
C)  feature. 
D)  benefit.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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 _____.

Accepted Answer

A)  cost-benefit analysis 
B)  VRIO framework 
C)  SWOT analysis 
D)  trade-off analysis

Question 7

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:

Accepted Answer

A)  balance remoteness and familiarity. 
B)  create preconceptions about a product. 
C)  are unpopular and complex. 
D)  are entirely different from the product being considered.

Question 8

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.

Accepted Answer

A)  attribute dependency template 
B)  displacement template 
C)  replacement template 
D)  component control template

Question 9

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

Accepted Answer

A)  product line extensions 
B)  new-to-the-world products 
C)  product inventions 
D)  major innovations

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Explain the importance of virtual prototypes in concept testing.

Accepted Answer

The answer of Explain the importance of virtual prototypes in...

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Explain determinant gap maps and mention their advantages and disadvantages.

Accepted Answer

The answer of Explain determinant gap maps and mention their...

Question 15

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.

Accepted Answer

A)  AR perceptual 
B)  determinant 
C)  OS perceptual 
D)  experiential

Question 16

Discuss various attributes of products with examples.

Accepted Answer

The answer of Discuss various attributes of products with examples....

Question 17

In a determinant gap map, _____.

Accepted Answer

A)  a manager uses customer attribute ratings to get data 
B)  the scoring may seem arbitrary 
C)  a manager uses overall similarities to get data from users 
D)  the accuracy of the scoring system is not subject to managerial error

Question 18

The assumption behind the use of conjoint analysis is that:

Accepted Answer

A)  a product is considered as a whole rather than in discrete attributes. 
B)  a product can be represented as a set or bundle of attributes. 
C)  the number of items per purchase is a constant to scale market share. 
D)  preferences can be observed by testing of many virtual variations of the same basic concept.

Question 19

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

Accepted Answer

A)  It is based on data obtained from consumers using attribute rating. 
B)  It has the tendency of being driven by only managerial judgment. 
C)  It takes into consideration those attributes which are static and quantifiable. 
D)  It is slow and not cost-efficient.

Question 20

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

Accepted Answer

A) True 
 B)False

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.

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.

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.