Question 1

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar product category seems like a good idea.This is what toothpaste manufacturer Colgate did when it put its brand name on __________,which failed quickly.
A) aspirin
B) frozen dinners
C) disposable underwear
D) soda (soft drink)
E) perfume

Accepted Answer

Colgate putting its brand name on frozen dinners is the most unfamiliar and unrelated product category to toothpaste. This resulted in the failure of the product.

Question 2

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to
A) generate awareness among consumers.
B) advertise benefits to consumers that stress points of differentiation.
C) educate consumers about new consumption patterns through personal selling.
D) obtain widespread distribution in multiple channels.
E) stress price differentials from competitors' products.

Accepted Answer

The answer of The emphasis of a marketing strategy for...

Question 3

It is common now for laptops and tablets to utilize multitouch functions,such as "pinch to zoom," either on the screen interface or with the tracking mouse.When the multitouch interface was first introduced,it was an example of which type of innovation?
A) continuous innovation
B) discontinuous innovation
C) disruptive innovation
D) dynamically continuous innovation
E) evolutionary innovation

Accepted Answer

The introduction of multitouch functions was not a completely new or disruptive concept, but rather an enhancement of existing touch and trackpad capabilities. Therefore, it can be classified as a dynamically continuous innovation that builds upon previous technology.

Question 4

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the lowest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product refinancing

Accepted Answer

Successful organizations view newness and innovation in their products at three levels.The lowest level,which usually involves the least risk,is a product line extension.This is an incremental improvement of an existing product line the company already sells.At the next level is a significant jump in innovation or technology or a brand extension involving putting an established brand name on a new product in an unfamiliar market.The third and highest level of innovation involves a radical invention,a truly revolutionary new product.

Question 5

A discontinuous innovation is a product that
A) disrupts consumers' normal routine but does not require totally new learning.
B) requires no new learning by consumers.
C) is not purchased by innovators and early adopters.
D) initiates obsolescence of a product class.
E) requires consumers to learn entirely new patterns of behavior and product usage.

Accepted Answer

The answer of A discontinuous innovation is a product that
A)...

Question 6

Battery maker Duracell introduced a new product called the Duracell Powermat,which is a wireless charging pad for mobile devices.Because of the perceived fit with its other products,this new one was received well by consumers despite being in a different product category This innovation strategy is known as a
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product deletion.

Accepted Answer

The introduction of the Duracell Powermat is an example of brand extension, which is a strategy where a company leverages the strength of its existing brand to introduce new products or enter new markets. In this case, Duracell used its brand recognition in the battery industry to introduce a new product in the wireless charging pad industry. The fact that the new product was well-received by consumers is a testament to the strength of the Duracell brand.

Question 7

Which of the following products at the time of its introduction was the best example of a discontinuous innovation?
A) DVD player
B) disposable lighters
C) instant light charcoal
D) liquid laundry detergent
E) automatic dishwashers

Accepted Answer

The answer of Which of the following products at the...

Question 8

A product that requires the learning of entirely new consumption patterns among consumers is referred to as
A) a continuous innovation.
B) a discontinuous innovation.
C) a dynamically continuous innovation.
D) an evolutionary innovation.
E) a progressive innovation.

Accepted Answer

A discontinuous innovation requires consumers to completely change their consumption patterns and behaviors, whereas a continuous innovation only requires minor adjustments and improvements to existing products or behaviors. Dynamically continuous, evolutionary, and progressive innovations also involve some level of behavioral change for consumers, but not to the extent of a discontinuous innovation.

Question 9

Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush.A key innovation is its Quadpacer interval timer that goes off after 30 seconds to prompt the user to move on to the next quadrant of the mouth,resulting in better cleaning and improved gum health.This is an example of which type of innovation?
A) disruptive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) evolutionary innovation

Accepted Answer

The introduction of the Quadpacer interval timer in the DiamondClean toothbrush is an example of a dynamically continuous innovation because it is an improvement on an existing product (electric toothbrushes with timers), but it introduces a new feature that enhances the user experience and produces better results. It does not disrupt the market or require significant changes in consumer behavior, but it represents a meaningful step forward in oral care technology.

Question 10

Which of the following new products is the best example of the lowest level of risk from the company's point of view?
A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line
B) moving from production of landline telephones to smartphones
C) marketing the first Apple computer
D) changing the formula from Coca-Cola to New Coke and then back to Coca-Cola Classic
E) offering online marketing classes rebranded under a new college name

Accepted Answer

Adding a new variation to an existing product line typically poses the lowest level of risk from a company's point of view since it leverages the existing customer base and sales channels. In contrast, the other options involve more significant changes to the company's product offerings or branding, which typically come with greater risks and uncertainties.

Question 11

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G),the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as
A) a discontinuous innovation.
B) a new product from the company's perspective because it is a product line extension.
C) a high-risk product mix extension because it is new to the market.
D) new by the Federal Trade Commission for the usual one-year period.
E) not a new product because it does not represent a different SKU.

Accepted Answer

Adding a new product to an existing product line is considered a product line extension. It is not a completely new product, but rather a new variation or extension of an existing product line.

Question 12

Figure 9-3 
-According to Figure 9-3,column A represents
A) a spontaneous innovation.
B) a continuous innovation.
C) a discontinuous innovation.
D) a dynamically continuous innovation.
E) an evolutionary innovation.

Accepted Answer

A discontinuous innovation is a new product or service that creates a new market and value network and disrupts an existing market and value network. In Figure 9-3, column A represents a discontinuous innovation because it shows a new product or service that is different from existing products or services and that creates a new market.

Question 13

From an organization's perspective regarding its new products and innovations,which of the following new-product strategies has the highest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product deletion

Accepted Answer

A radical invention involves completely new technology or a new market, which has a high level of uncertainty and risk associated with it. The market acceptance of the product is not guaranteed, and it may take a longer time to develop and launch the product. Additionally, the investment required for R&D and marketing may be very high. Therefore, a radical invention has the highest level of risk among these options.

Question 14

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients.The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of
A) a continuous innovation.
B) a discontinuous innovation.
C) an evolutionary innovation.
D) a disruptive innovation.
E) a dynamically continuous innovation.

Accepted Answer

The answer of Pasta sauces have always required the accompanying...

Question 15

The Federal Trade Commission (FTC)advises that products should be labeled as "new" only
A) for a period of one year after it enters widespread distribution.
B) if it is functionally different from a competitor's product.
C) until an improved version of the same product is produced.
D) for a period of six months after it enters regular distribution.
E) for a period of 17 years at which time patent rights are returned to the public domain.

Accepted Answer

The answer of The Federal Trade Commission (FTC)advises that products...

Question 16

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

Accepted Answer

The introduction of the automobile can be considered a discontinuous innovation because it fundamentally changed the way transportation was perceived and utilized by society. It was not simply an improvement on a previous mode of transportation, but rather a revolutionary new concept.

Question 17

Figure 9-3 
-According to Figure 9-3,column B represents
A) a continuous innovation.
B) a discontinuous innovation.
C) a disruptive innovation.
D) a dynamically continuous innovation.
E) an evolutionary innovation.

Accepted Answer

Column B represents a dynamically continuous innovation, which involves changes to existing products that require a moderate level of consumer learning or behavior change.

Question 18

Figure 9-3 
-According to Figure 9-3,column C represents a
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) spontaneous innovation.
E) simultaneous innovation.

Accepted Answer

Column C represents a continuous innovation because it shows a gradual improvement in the product over time.

Question 19

Dragon Naturally Speaking,a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program,is an example of
A) a continuous innovation.
B) a discontinuous innovation.
C) a dynamically continuous innovation.
D) a disruptive improvement.
E) an evolutionary innovation.

Accepted Answer

The answer of Dragon Naturally Speaking,a speech recognition software program...

Question 20

Prego introduced a Pasta Bake Sauce,which called for uncooked pasta blended with pasta,sauce,meat,and cheese in a casserole.Legally,this product should only be labeled as new
A) for the first six months that it was regularly available at a variety of grocery stores.
B) until a competitor such as Ragu had issued a similar product targeted to the same market.
C) as long it retained these exact product characteristics.
D) if it was functionally the same as its salsa sauce.
E) until its advertising had been seen by every member of its target audience.

Accepted Answer

The answer of Prego introduced a Pasta Bake Sauce,which called...

Quiz 9: Developing New Products and Services

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar product category seems like a good idea.This is what toothpaste manufacturer Colgate did when it put its brand name on __________,which failed quickly.

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

It is common now for laptops and tablets to utilize multitouch functions,such as "pinch to zoom," either on the screen interface or with the tracking mouse.When the multitouch interface was first introduced,it was an example of which type of innovation?

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

A discontinuous innovation is a product that

Which of the following products at the time of its introduction was the best example of a discontinuous innovation?

A product that requires the learning of entirely new consumption patterns among consumers is referred to as

Which of the following new products is the best example of the lowest level of risk from the company's point of view?

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G) ,the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as

Figure 9-3 -According to Figure 9-3,column A represents

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

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients.The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of

The Federal Trade Commission (FTC) advises that products should be labeled as "new" only

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

Figure 9-3 -According to Figure 9-3,column B represents

Figure 9-3 -According to Figure 9-3,column C represents a

Dragon Naturally Speaking,a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program,is an example of

Prego introduced a Pasta Bake Sauce,which called for uncooked pasta blended with pasta,sauce,meat,and cheese in a casserole.Legally,this product should only be labeled as new