Question 1

Describe how a multinational corporation can most efficiently and effectively meet the needs of the global market.

Accepted Answer

The answer of Describe how a multinational corporation can most...

Question 2

_____ is a limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.

Accepted Answer

A)  Use testing 
B)  Test marketing 
C)  Concept testing 
D)  Laboratory testing 
E)  Discontinuous innovation

Question 3

New-to-the-world products,where the product category itself is new,are also called:

Accepted Answer

A)  discontinuous innovations 
B)  moderate innovations 
C)  slow-diffusing products 
D)  venture products 
E)  creative offerings

Question 4

It is considered inefficient to use concept tests during the idea screening stage of the new-product development process.

Accepted Answer

A) True 
 B)False

Question 5

The growth stage is the first stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following questions is NOT likely to be asked during the business analysis stage?

Accepted Answer

A)  What is the likely demand for the product? 
B)  Which celebrity spokesperson can we hire to promote the product? 
C)  Would current customers benefit from the product? 
D)  What is the risk of failure? 
E)  What new facilities would be needed?

Question 7

Fitbit
The pedometer is getting kicked up a notch with the new Fitbit device. The Fitbit is a $99 motion-detecting sensing device that can measure the user's activity even when asleep. It digitally records the distance a user walks or runs, right down to the number of steps, and calories burned. The device wirelessly sends data to its Web site, fitbit.com, giving users minute-by-minute details. Users can add consumption information at the Web site, allowing an accurate picture of calorie consumption and expenditures. Unlike other devices, like the Nike + iPod Sport Kit that monitors walking and running and sells for $29 or the Zeo Personal Sleep Coach that records brainwaves while the user is sleeping and sells for $399, the Fitbit combines both functions. The first-time Fitbit setup isn't very easy for users, but once over that hurdle, it's relative easy to use.
-Refer to Fitbit.The process by which the adoption of this innovative product spreads is called the:

Accepted Answer

A)  diffusion process 
B)  product life cycle 
C)  consumption process 
D)  viral process 
E)  two-stage process

Question 8

The phase of the product life cycle in which healthy profits usually begin to appear is the _____ stage.

Accepted Answer

A)  growth 
B)  decline 
C)  introductory 
D)  maturity 
E)  commercialization

Question 9

A brand of iced tea called Gold Peak has high marketing costs as well as high production costs.Promotions for the product are aimed at gaining distribution and informing consumers that this premium product tastes like its home brewed.In which stage of the product life cycle is Gold Peak iced tea?

Accepted Answer

A)  Introductory 
B)  Growth 
C)  Maturity 
D)  Decline 
E)  Saturation

Question 10

Going to the Dogs
Demand for pet services is greatly increasing across the United States. In fact, Americans will spend nearly $44 billion dollars on their pets this year. Many American dog owners are seeking out "doggy day cares" that are more like a resort or spa than an ordinary kennel for their canine companion. Day care services for dogs now include toy rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day cares have a phone where owners can talk to their dogs when they feel their pets need to hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities that the pet owner chooses.
-Refer to Going to the Dogs.Suppose that before opening the It's a Dog's Life doggy resort the owners gathered together a group of ten dog owners to discuss what they would want to see in the ideal dog day care center.This would be an example of:

Accepted Answer

A)  idea screening 
B)  diffusion 
C)  a focus group interview 
D)  basic research 
E)  observation

Question 11

A product must be a discontinuous innovation to be considered a "new" product.

Accepted Answer

A) True 
 B)False

Question 12

In the adopter categories,the final 16 percent to adopt are similar to innovators in that they do not rely on the norms of the group but are independent because they are bound to tradition.They tend to have the lowest socioeconomic status,are suspicious of new products,and are alienated from a rapidly advancing society.They are called:

Accepted Answer

A)  generics. 
B)  late majority. 
C)  decliners. 
D)  laggards. 
E)  luddites.

Question 13

Fitbit
The pedometer is getting kicked up a notch with the new Fitbit device. The Fitbit is a $99 motion-detecting sensing device that can measure the user's activity even when asleep. It digitally records the distance a user walks or runs, right down to the number of steps, and calories burned. The device wirelessly sends data to its Web site, fitbit.com, giving users minute-by-minute details. Users can add consumption information at the Web site, allowing an accurate picture of calorie consumption and expenditures. Unlike other devices, like the Nike + iPod Sport Kit that monitors walking and running and sells for $29 or the Zeo Personal Sleep Coach that records brainwaves while the user is sleeping and sells for $399, the Fitbit combines both functions. The first-time Fitbit setup isn't very easy for users, but once over that hurdle, it's relative easy to use.
-Refer to Fitbit.The fact that Fitbit can monitor motion while awake and asleep makes it different from competing products that might increase its rate of adoption.Which product characteristic affecting the rate of adoption does this illustrate?

Accepted Answer

A)  Complexity 
B)  Compatibility 
C)  Relative advantage 
D)  Observability 
E)  Trialability

Question 14

Going to the Dogs
Demand for pet services is greatly increasing across the United States. In fact, Americans will spend nearly $44 billion dollars on their pets this year. Many American dog owners are seeking out "doggy day cares" that are more like a resort or spa than an ordinary kennel for their canine companion. Day care services for dogs now include toy rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day cares have a phone where owners can talk to their dogs when they feel their pets need to hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities that the pet owner chooses.
-Refer to Going to the Dogs.Before opening the It's a Dog's Life doggy resort,the potential company owners projected the costs involved in providing the services the target market (dog owners)appears to desire.Unfortunately,a decision was made to not proceed with the doggy resort,as the owners felt the cost to provide the services was too high considering the rates the target market would be willing to pay.This would be an example of:

Accepted Answer

A)  idea screening. 
B)  concept testing. 
C)  business analysis. 
D)  commercialization. 
E)  test marketing.

Question 15

A test market is one example of a focus group test where consumers are encouraged to try a new product and provide feedback to the manufacturer.

Accepted Answer

A) True 
 B)False

Question 16

Heinz is expected to introduce more than 400 new products in the next two years.One of the products is a spicier ketchup aimed at the baby boomer market.The spicier ketchup would be considered what type of new product?

Accepted Answer

A)  Discontinuous innovation 
B)  New to market 
C)  New product line 
D)  Lower priced 
E)  Addition to existing product line

Question 17

Joaquin didn't buy a netbook computer when they first came out,but he did purchase one a year after they were introduced to the market.He is very active in his church and local arts council,and many of his friends asked him which brand to buy when they were considering purchasing a netbook.Joaquin is best described as a(n):

Accepted Answer

A)  innovator 
B)  early adopter 
C)  early majority 
D)  leading consumer 
E)  proactive

Question 18

All of the following statements about how adopters participate in the diffusion process are true EXCEPT:

Accepted Answer

A)  early adopters may also be opinion leaders 
B)  laggards are the last consumers to adopt a new product 
C)  there are three categories of consumers who will adopt an innovation 
D)  the dominant characteristic of members of the late majority is skepticism 
E)  innovators are the first to purchase a new product

Question 19

Going to the Dogs
Demand for pet services is greatly increasing across the United States. In fact, Americans will spend nearly $44 billion dollars on their pets this year. Many American dog owners are seeking out "doggy day cares" that are more like a resort or spa than an ordinary kennel for their canine companion. Day care services for dogs now include toy rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day cares have a phone where owners can talk to their dogs when they feel their pets need to hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities that the pet owner chooses.
-Refer to Going to the Dogs.One challenge to adoption of the dog day care is the fact that dog owners are used to paying a somewhat minimal fee for boarding their dogs in a kennel,while a day care center may demand many times as much for the same time span.This suggests that the _____ of the new product may affect the rate of diffusion.

Accepted Answer

A)  compatibility 
B)  complexity 
C)  relative advantage 
D)  observability 
E)  trialability

Question 20

Fitbit
The pedometer is getting kicked up a notch with the new Fitbit device. The Fitbit is a $99 motion-detecting sensing device that can measure the user's activity even when asleep. It digitally records the distance a user walks or runs, right down to the number of steps, and calories burned. The device wirelessly sends data to its Web site, fitbit.com, giving users minute-by-minute details. Users can add consumption information at the Web site, allowing an accurate picture of calorie consumption and expenditures. Unlike other devices, like the Nike + iPod Sport Kit that monitors walking and running and sells for $29 or the Zeo Personal Sleep Coach that records brainwaves while the user is sleeping and sells for $399, the Fitbit combines both functions. The first-time Fitbit setup isn't very easy for users, but once over that hurdle, it's relative easy to use.
-Refer to Fitbit.The company marketing the Fitbit does not currently market a product like this.Which of the following best represents the category of new product the Fitbit is for this company?

Accepted Answer

A)  New-to-the-world product 
B)  New product line 
C)  Addition to existing product lines 
D)  Repositioned product 
E)  Incremental product

Exam 21: Developing and Managing Products

Describe how a multinational corporation can most efficiently and effectively meet the needs of the global market.

_____ is a limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.

New-to-the-world products,where the product category itself is new,are also called:

It is considered inefficient to use concept tests during the idea screening stage of the new-product development process.

The growth stage is the first stage of the product life cycle.

Which of the following questions is NOT likely to be asked during the business analysis stage?

The phase of the product life cycle in which healthy profits usually begin to appear is the _____ stage.

A brand of iced tea called Gold Peak has high marketing costs as well as high production costs.Promotions for the product are aimed at gaining distribution and informing consumers that this premium product tastes like its home brewed.In which stage of the product life cycle is Gold Peak iced tea?

A product must be a discontinuous innovation to be considered a "new" product.

A test market is one example of a focus group test where consumers are encouraged to try a new product and provide feedback to the manufacturer.

Heinz is expected to introduce more than 400 new products in the next two years.One of the products is a spicier ketchup aimed at the baby boomer market.The spicier ketchup would be considered what type of new product?

All of the following statements about how adopters participate in the diffusion process are true EXCEPT: