Question 1

What is the main disadvantage of using surveys to effectively evaluate a product concept?

Accepted Answer

A) Large samples for projection purposes cannot be obtained from surveys. 
B) It is often difficult to convey a concept in a survey. 
C) The implementation of a survey is often expensive. 
D) Survey research is often unreliable because people may not reply honestly to survey questions.

Question 2

Companies good at launching new products often have ________ culture that encourages risk-taking and the open exchange of ideas.

Accepted Answer

A) an entrepreneurial 
B) a centralized 
C) a bureaucratic 
D) a mechanistic

Question 3

Which of the following is a benefit of the target costing approach?

Accepted Answer

A) The product development process is continuously guided by the top management. 
B) It produces a superior product with unique product benefits. 
C) It decreases the likelihood that low-margin products will be introduced. 
D) It shortens the product development cycle.

Question 4

In this stage of the product life cycle,product development should focus on product enhancements and line extensions that focus on the segments still purchasing the category.

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline

Question 5

List and briefly describe some of the approaches for improving the cooperation between marketing and R&D.

Accepted Answer

The answer of List and briefly describe some of the...

Question 6

Which of the following most likely indicates poor product quality?

Accepted Answer

A) high awareness and a low trial rate 
B) a high trial rate with a low repeat rate 
C) low awareness and a high repeat rate 
D) a low trial rate and a high repeat rate

Question 7

One of the main purposes of a concept test is to choose the most promising concept from a set of alternatives.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following types of needs describe the more tactical needs associated with the primary perceptual benefit?

Accepted Answer

A) primary 
B) secondary 
C) tertiary 
D) biological

Question 9

In the classic linear approach,once the company has determined which markets it wants to enter,the immediately next step of a new product development process is:

Accepted Answer

A) initial design and concept screening. 
B) business analysis. 
C) testing and concept development. 
D) idea generation.

Question 10

The personal computer will fall under this category of new products.

Accepted Answer

A) classically innovative products 
B) new category entries 
C) line extensions 
D) improved products

Question 11

During the most elaborate form of product use test,the placement of packaged goods is usually for approximately:

Accepted Answer

A) one week. 
B) two months. 
C) six months. 
D) one year.

Question 12

Screening tests are used to refine the concept statements.

Accepted Answer

A) True 
 B)False

Question 13

For consumer durables and other industrial products with long purchase cycles,________ purchase is the key event.

Accepted Answer

A) reinforcement 
B) bulk 
C) trial 
D) repeat purchase

Question 14

Describe the three major categories of the data collection procedures for concept testing.

Accepted Answer

The answer of Describe the three major categories of the...

Question 15

Concept generation tests are based on small samples and attempt to qualitatively assess demand for the concept.

Accepted Answer

A) True 
 B)False

Question 16

Unlike trial which is nondecreasing,repeat rates tend to decrease.

Accepted Answer

A) True 
 B)False

Question 17

For a frequently-purchased product,________ are the keys to success.

Accepted Answer

A) trial rates 
B) repeat rates 
C) brand awareness 
D) brand recall

Question 18

Which of the following illustrates how customer needs and engineering characteristics influence one another?

Accepted Answer

A) house of quality 
B) conjoint analysis 
C) quality function deployment 
D) communication matrix

Question 19

New products falling under this category are also called as new-to-the-company products.

Accepted Answer

A) classically innovative products 
B) new category entries 
C) line extensions 
D) improved products

Exam 8: New Product Development

What is the main disadvantage of using surveys to effectively evaluate a product concept?

Companies good at launching new products often have ________ culture that encourages risk-taking and the open exchange of ideas.

Which of the following is a benefit of the target costing approach?

In this stage of the product life cycle,product development should focus on product enhancements and line extensions that focus on the segments still purchasing the category.

List and briefly describe some of the approaches for improving the cooperation between marketing and R&D.

Which of the following most likely indicates poor product quality?

One of the main purposes of a concept test is to choose the most promising concept from a set of alternatives.

Which of the following types of needs describe the more tactical needs associated with the primary perceptual benefit?

In the classic linear approach,once the company has determined which markets it wants to enter,the immediately next step of a new product development process is:

The personal computer will fall under this category of new products.

During the most elaborate form of product use test,the placement of packaged goods is usually for approximately:

Screening tests are used to refine the concept statements.

For consumer durables and other industrial products with long purchase cycles,________ purchase is the key event.

Describe the three major categories of the data collection procedures for concept testing.

Concept generation tests are based on small samples and attempt to qualitatively assess demand for the concept.

Unlike trial which is nondecreasing,repeat rates tend to decrease.

For a frequently-purchased product,________ are the keys to success.

Which of the following illustrates how customer needs and engineering characteristics influence one another?

New products falling under this category are also called as new-to-the-company products.