Question 1

Screening and evaluation refers to the stage of the new-product process
A)at which prospective customers are exposed to new product prototypes for the first time.
B)at which new product concepts that have been found viable are converted into actual prototypes.
C)that internally and externally evaluates new-product ideas to eliminate those that warrant no further effort.
D)that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections.
E)where consumers evaluate a new product's performance in an actual-use situation.

Accepted Answer

Screening and evaluation is the stage where new-product ideas are evaluated both internally and externally to eliminate those that are not viable, and to determine which concepts should be pursued further. This stage involves conducting feasibility analyses, concept testing, and business analysis to determine which ideas have potential for success. Option A refers to concept testing, while option B refers to the development stage, and options D and E refer to the commercialization stage.

Question 2

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as
A)idea generation.
B)business analysis.
C)marketing analysis.
D)product development.
E)commercialization.

Accepted Answer

Business analysis is the stage in the new product process where the features of the product are specified. It is also where the marketing strategy needed to bring it to market and financial projections are determined. Option A refers to the stage where new product ideas are generated. Option C refers to the process of analyzing the market to determine if there is a viable demand for the product. Option D refers to the stage where the actual product is created. Option E refers to the process of introducing the product to the market.

Question 3

IDEO is a company that A)creates innovative promotional programs for its clients' new products. B)is a firm that uses the formal Stage-Gate process to commercialize new products for its clients. C)rates new products like Consumer Reports. D)develops and designs new products for other organizations. E)runs patent searches for companies that don't have and internal legal department.

Accepted Answer

IDEO is primarily a design and innovation consultancy firm that helps other organizations develop and design new products, services, and experiences. They work with clients across various industries, from healthcare to consumer goods, and employ a human-centered design approach to solve complex problems and create meaningful solutions.

Question 4

The screening and evaluation stage of the new-product process involves
A)internal and external evaluations of new-product ideas.
B)product selection and budgeting projections.
C)business and cost analyses.
D)patent searches and environmental scanning.
E)idea selection and prototype development.

Accepted Answer

The screening and evaluation stage involves both internal and external evaluations of new-product ideas to determine their potential for success. The other options such as product selection and budgeting projections and idea selection and prototype development come later in the process, after the ideas have been evaluated and a decision has been made to move forward with developing the product. Business and cost analyses are also part of the evaluation process, as they help determine the feasibility and viability of the new product idea. Patent searches and environmental scanning may be conducted during this stage as well, but they are not the primary focus of the screening and evaluation stage.

Question 5

An assessment of the "fit" of the proposed new products,from whether it can be economically developed and manufactured to the marketing strategy needed,take place during which stage of the new-product process?
A)business analysis
B)screening and evaluation
C)new-product strategy development
D)development
E)These activities are addressed at every stage with the exception of new-product strategy development.

Accepted Answer

The business analysis stage of the new-product process focuses on the assessment of the proposed new products' economic feasibility in terms of development, manufacturing, and marketing strategy. It involves evaluating the potential profitability and return on investment of the new product, as well as analyzing the costs involved in producing and introducing it to the market. Therefore, the fit of the proposed new product is assessed during the business analysis stage, making A) the best choice.

Question 6

__________ includes considering employee interactions with customers to ensure they are consistently delivered and experienced,clearly differentiated from other offerings,and relevant and valuable to the target market.
A)Capacity management
B)Customer experience management
C)Derived demand
D)Internal marketing
E)The key service factor

Accepted Answer

Customer experience management involves ensuring that the interactions between employees and customers are consistently delivered and experienced, and that they are differentiated from other offerings in a way that is relevant and valuable to the target market.

Question 7

A concept test is an
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.

Accepted Answer

A concept test is an external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual product. It is typically conducted to gauge consumer interest, preference, and potential sales for a new product concept before investing significant resources in development and production.

Question 8

Generating insights leading to actions based on massive numbers of peoples' ideas is called __________.
A)brainstorming
B)groupthink
C)outsourcing
D)crowdsourcing
E)NIH syndrome

Accepted Answer

Crowdsourcing involves gathering ideas or information from a large group of people, typically through an online platform, and then using that input to generate insights and take action. This approach can be useful for problem solving, innovation, and decision making. Brainstorming is a similar process of generating ideas, but typically involves a smaller group of people working together in person. Groupthink refers to a situation where a group of people uncritically accept a particular idea or perspective, often to the detriment of better alternatives. Outsourcing refers to hiring an external company to perform a particular task or function. NIH syndrome (Not Invented Here syndrome) is a phenomenon where people reject ideas or solutions that come from outside their own organization or group.

Question 9

The stage of the new-product process that internally and externally evaluates new-product ideas to eliminate those that warrant no further effort is referred to as __________.
A)development
B)stage-gate
C)idea generation
D)business analysis
E)screening and evaluation

Accepted Answer

Screening and evaluation is the stage where new product ideas are evaluated both internally and externally to eliminate those that are not viable or do not align with the company's goals and objectives. This stage helps to ensure that resources are not wasted on ideas that aren't feasible or profitable.

Question 10

Concept tests are part of which stage in the new-product process?
A)development
B)screening and evaluation
C)idea generation
D)new-product strategy development
E)business analysis

Accepted Answer

Concept tests are used in the screening and evaluation stage of the new-product process to assess the viability of a new product idea and gather feedback from potential users or customers. They help companies to identify any potential issues or problems with the product idea before investing significant resources in development and launch.

Question 11

Imagine you work for a TV production company that has been approached by one of the broadcast TV networks to develop a concept for a new reality show.Where are you most likely to look first for ideas?
A)conducting a survey among the 25,000 households belonging to the Nielsen Media Research TV ratings panel
B)observing similar reality programs that are on competing television networks like CBS or MTV
C)contacting contestants from other reality shows like Survivor
D)obtaining brainstorming ideas from the TV production company's employees
E)reading about the stars of reality TV programs in gossip magazines

Accepted Answer

Observing similar reality programs on competing networks can provide insights into successful formats and audience preferences, helping to develop a competitive and appealing concept.

Question 12

Dell used __________ to develop an online site to generate 13,464 ideas for new products and website and marketing improvements.
A)brainstorming
B)crowdsourcing
C)group think
D)outsourcing
E)data mining

Accepted Answer

Dell used crowdsourcing to generate ideas from a large group of people through an online site.

Question 13

The ________ stage of the new-product process includes an examination of the technical feasibility for the product,such as 3M determining that the firm's micro-replication (the tiny gripping "fingers")technology could be used to improve the gripping power of golf or work gloves. A)development B)Stage-Gate C)idea generation D)business analysis E)screening and evaluation

Accepted Answer

The answer of The ________ stage of the new-product process...

Question 14

An external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual product is referred to as
A)new-product strategy development.
B)idea generation.
C)alternative evaluation.
D)market testing.
E)a concept test.

Accepted Answer

A concept test is a type of external evaluation that involves testing a new-product idea with consumers before the actual product is developed or launched. This is typically done to gauge consumer interest in the idea, obtain feedback on potential features and benefits, and identify any potential concerns or challenges. Other options, such as new-product strategy development, idea generation, alternative evaluation, and market testing, may also be part of the overall product development process, but they are not specifically focused on preliminary testing of a new-product idea.

Question 15

A 3M researcher worked with university students to develop the Post-it Flag Highlighter.His team evaluated the technical feasibility of the proposed design and determined whether the idea met the firm's new-product objectives.At which stage of the new-product process was this product? A)idea generation B)screening and evaluation C)business analysis D)new-product strategy development E)concept testing

Accepted Answer

The product was evaluated for technical feasibility and alignment with new-product objectives, indicating that it was in the screening and evaluation stage of the new-product process.

Question 16

Brainstorming sessions at IDEO can generate as many as __________ ideas for products in an hour.
A)10
B)25
C)50
D)100
E)200

Accepted Answer

IDEO is known for their innovative and creative brainstorming sessions. According to their website, they can generate as many as 100 ideas in an hour.

Question 17

Business analysis refers to the stage of the new product process
A)where the target markets are selected and resources are allocated to reach them.
B)where the target market segments that show potential are selected and those that do not are eliminated.
C)that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections.
D)where there is a formal accounting of all monies spent on R&D to determine the return on investment (ROI)that the new product will give back to the firm.
E)that internally and externally evaluates new-product ideas to eliminate those warranting no further effort.

Accepted Answer

Business analysis refers to the stage in the new product process where the features of the product are planned and the marketing strategy needed to launch the product is outlined. Financial projections are also made during this stage to determine the potential profitability of the new product. Option A and B refer to market selection, which is part of the earlier stage of the new product process - idea generation. Option D refers to the stage of the process after business analysis, where financial analysis is conducted to evaluate the potential return on investment. Option E refers to the stage that is even earlier than idea generation, where new product ideas are collected and evaluated.

Question 18

A general review of the marketing strategy,product assessment,economic analysis,and legal examination would all take place during which stage of the new-product process?
A)business analysis
B)screening and evaluation
C)new-product strategy development
D)development
E)These activities are addressed at every stage except new-product strategy development.

Accepted Answer

The business analysis stage typically involves a thorough review of the marketing strategy, product assessment, economic analysis, and legal examination in order to determine the feasibility and profitability of the new product.

Question 19

In addition to seeking ideas from more well-known sources,organizations also get ideas from universities,inventors,and small nontraditional firms.For example,inventor Gary Schwartzberg sold his idea for __________ to Kraft Foods,Inc.
A)scones with coffee-flavored cream frosting
B)an Omega-3 enriched SKU for the Philadelphia cream cheese line
C)tube-shaped bagels filled with Philadelphia cream cheese
D)deep fried chicken skins for people who cannot eat pork
E)a crispy baked macaroni and cheese snack that can be eaten out of a bag like Cheetos

Accepted Answer

Gary Schwartzberg sold his idea for tube-shaped bagels filled with Philadelphia cream cheese to Kraft Foods, Inc.

Question 20

The Marriott Corporation sent a six-person intelligence team to travel and stay at economy hotels around the country for a six-month period.The purpose of these visits was to
A)allow the team to reap the benefits of the new product,Fairfield Inns.
B)assess the strengths and weaknesses of economy hotels that could be used in the new-product development process for the launch of a new economy hotel chain.
C)complete customer satisfaction surveys to purposefully create inaccuracies in the marketing research for competing economy hotels.
D)obtain the demographics and media behavior of consumers who stay at these facilities in order to develop a target market profile.
E)refute the assumption that open innovation can benefit the Marriott Corporation.

Accepted Answer

The purpose of sending an intelligence team to travel and stay at economy hotels around the country for a six-month period is to assess the strengths and weaknesses of economy hotels that could be used in the new-product development process for the launch of a new economy hotel chain. This would help Marriott Corporation to understand the market and develop a more competitive product.

Quiz 9: Developing New Products and Services

Screening and evaluation refers to the stage of the new-product process

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

IDEO is a company that

The screening and evaluation stage of the new-product process involves

An assessment of the "fit" of the proposed new products,from whether it can be economically developed and manufactured to the marketing strategy needed,take place during which stage of the new-product process?

__________ includes considering employee interactions with customers to ensure they are consistently delivered and experienced,clearly differentiated from other offerings,and relevant and valuable to the target market.

A concept test is an

Generating insights leading to actions based on massive numbers of peoples' ideas is called __________.

The stage of the new-product process that internally and externally evaluates new-product ideas to eliminate those that warrant no further effort is referred to as __________.

Concept tests are part of which stage in the new-product process?

Imagine you work for a TV production company that has been approached by one of the broadcast TV networks to develop a concept for a new reality show.Where are you most likely to look first for ideas?

Dell used __________ to develop an online site to generate 13,464 ideas for new products and website and marketing improvements.

The ________ stage of the new-product process includes an examination of the technical feasibility for the product,such as 3M determining that the firm's micro-replication (the tiny gripping "fingers") technology could be used to improve the gripping power of golf or work gloves.

An external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual product is referred to as

A 3M researcher worked with university students to develop the Post-it Flag Highlighter.His team evaluated the technical feasibility of the proposed design and determined whether the idea met the firm's new-product objectives.At which stage of the new-product process was this product?

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

Business analysis refers to the stage of the new product process

A general review of the marketing strategy,product assessment,economic analysis,and legal examination would all take place during which stage of the new-product process?

In addition to seeking ideas from more well-known sources,organizations also get ideas from universities,inventors,and small nontraditional firms.For example,inventor Gary Schwartzberg sold his idea for __________ to Kraft Foods,Inc.

The Marriott Corporation sent a six-person intelligence team to travel and stay at economy hotels around the country for a six-month period.The purpose of these visits was to