Question 1

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar market seems like a good idea.Several years ago,Bic-the marketer of disposable pens,disposable lighters,and disposable shavers,decided to introduce disposable underwear under the Bic brand name-and it failed quickly.This innovation strategy is known as a

Accepted Answer

A) radical invention. 
B) brand extension. 
C) product line extension. 
D) disruptive innovation. 
E) product deletion.

Question 2

Nicole owns a small organic spice company called RaisaSpice and was looking for a new product to add to her company's line.A friend suggested combining spices from India with tea.In the __________ stage of the new-product process,the spice and tea mixtures were distributed to grocery stores in Portland and Seattle to see if they sold well.

Accepted Answer

A) idea generation 
B) screening and evaluation 
C) business analysis 
D) market testing 
E) commercialization

Question 3

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the LOWEST level of risk?

Accepted Answer

A) a radical invention 
B) a brand extension 
C) a product line extension 
D) a jump in innovation 
E) a product deletion

Question 4

In the early 1900s,your great-great-grandfather probably purchased his first automobile.After years of driving a horse and buggy,he got into his new car and drove it into his new garage.The new automobile was an example of a

Accepted Answer

A) continuous innovation. 
B) dynamically continuous innovation. 
C) disruptive improvement. 
D) discontinuous innovation. 
E) evolutionary innovation.

Question 5

Customer experience management (CEM)is

Accepted Answer

A) the integration of the service component of the marketing mix with efforts to influence consumer demand. 
B) the unique combination of benefits received by targeted buyers that include quality,convenience,on-time delivery,and both before-sale and after-sale service at a specific price. 
C) the process of managing the entire customer experience within the company. 
D) a cluster of benefits that an organization promises customers to satisfy their needs. 
E) the ability of logistics management to satisfy users in terms of time,dependability,communication,and convenience.

Question 6

Services can be classified by

Accepted Answer

A) their method of delivery. 
B) their use of idle capacity time. 
C) the nature of their ownership. 
D) their location on perceptual maps. 
E) organizational reach.

Question 7

According to Figure 10-2 above,column "A" represents a(n)

Accepted Answer

A) spontaneous innovation. 
B) continuous innovation. 
C) discontinuous innovation. 
D) dynamically continuous innovation. 
E) evolutionary innovation.

Question 8

When Heinz introduced its new EZ Squirt Ketchup bottle (see the photo above),the degree of "newness" for the consumer would make this a

Accepted Answer

A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) spontaneous innovation. 
E) continuous invention.

Question 9

Brainstorming sessions at IDEO can generate as many as __________ ideas for products in an hour.

Accepted Answer

A) 10 
B) 25 
C) 50 
D) 100 
E) 200

Question 10

The movie The Hunger Games opened originally in a select number of theaters before opening nationwide.After its theater run,it was shown on pay-per-view channels and then on premium movie channels.The movie also was made widely available in video stores,via Netflix,and on DVD/Blue-ray.What type(s)of consumer product is this movie? Explain your answer.

Accepted Answer

The answer of The movie The Hunger Games opened originally...

Question 11

A concept test is an

Accepted Answer

A) internal evaluation among members of the entire cross-functional new-product development team that consists of preliminary testing of a new-product idea rather than the actual product. 
B) external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual product. 
C) internal evaluation that consists of preliminary testing of a new-product idea using a mock-up or prototype of the new item. 
D) in-house computer simulation of the new product that closely resembles the actual product to forecast sales. 
E) in-depth questionnaire filled out both by internal marketing personnel and external customers to ensure that the final product meets all the needs expressed in the original product plan.

Question 12

The stage of the new-product process that turns an idea on paper into a prototype is referred to as __________.

Accepted Answer

A) idea generation 
B) screening and evaluation 
C) business analysis 
D) commercialization 
E) development

Question 13

Newman's Own is a company that gives all of its profits to charities.The company produces popcorn,salsa,pasta sauce,and salad dressings under the Newman's Own brand name.These product lines comprise the company's

Accepted Answer

A) product mix. 
B) stock keeping units. 
C) product category. 
D) product class. 
E) marketing category.

Question 14

All of the following are examples of test markets EXCEPT:

Accepted Answer

A) controlled test market 
B) concept test market 
C) simulated test market 
D) laboratory test market 
E) standard test market

Question 15

The emphasis of a marketing strategy for a dynamically continuous innovation would include

Accepted Answer

A) advertising to generate awareness. 
B) obtaining widespread distribution. 
C) advertising to explain points of difference and benefits. 
D) setting a low price. 
E) using personal selling.

Question 16

Services refer to

Accepted Answer

A) ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B) intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C) philanthropic activities performed in without expectations of monetary remuneration. 
D) any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E) any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Question 17

__________ are items that become part of the final business product.

Accepted Answer

A) Components 
B) Accessories 
C) Support products 
D) Production goods 
E) Raw assemblies

Question 18

Figure 10-3 above represents the seven stages of the new-product development process.Stage 1 is the __________ stage.

Accepted Answer

A) idea generation 
B) screening and evaluation 
C) screening and analysis 
D) new-product strategy development 
E) product assessment

Question 19

LG Electronics Inc.has entered into an agreement with Google to offer selected smartphone models that use a multitouch interface rather than buttons to make calls with Google's Android operating system.This is an example of which type of innovation?

Accepted Answer

A) continuous innovation. 
B) discontinuous innovation. 
C) disruptive innovation. 
D) dynamically continuous innovation. 
E) evolutionary innovation.

Question 20

Among business products,which of the following would most likely be considered accessory equipment?

Accepted Answer

A) copper wiring 
B) a factory 
C) a cleaning service 
D) pneumatic nail gun 
E) ink-jet printer cartridges

Exam 10: Developing New Products and Services