mke 12 Book and homework

True or False: New products must be targeted toward end consumers.

False

What is one reason Sara Lee developed a new white bread with whole grains?

The company saw consumer needs changing.

Targeting the wrong segment and poor positioning are contributing factors to the high rate of failure for new products.

True

Sara Lee builds its brand on

consumer needs.

New products must be targeted toward end consumers.

false New products do not always target end consumers; sometimes they function to improve relationships with suppliers.

Sara Lee's use of the focus group to help develop the package is an example of

idea generation.

________ is the new-product development phase where Hope Springs decides that the flavor additive has enough market interest and the company will launch full-scale production and sales. Multiple Choice Concept testing Product launch Correct Market testing Product development Idea generation

Product launch

True or False: Managers can use the product life cycle model to help predict what pricing, product, promotional, and placement strategies they should employ at each of the four stages.

True

Before researching customers, Dan Kim tests new flavors himself and with members of his staff. This is called Multiple Choice gamma testing. prototyping. alpha testing. Correct beta testing. test marketing.

alpha testing.

Anki wanted Vector to be a robot that would feel alive through sight, sound, and touch. The company wanted to examine customers' reactions to seeing Vector like the new family pet. In which stage of the new product development process does this occur? product development market testing evaluation of results concept testingCorrect idea generationn

concept testing

Dan Kim does a lot of customer research on his ideas for new products before actually making a prototype. In the new product development process, this stage is called Multiple Choice alpha testing. test marketing. product development. beta testing. concept testing.

concept testing.

If Xiu Li organized focus groups to discuss the idea of flavored additives with Hope Springs customers, this would be an example of Multiple Choice beta testing. concept testing. Correct premarket testing. market testing. alpha testing.

concept testing.

Sara Lee determined the new product was a success at which stage of the development process?

evaluation of results

Anki can solicit new products from internal research, customers, or competitors' products. In which stage of the new product development process does this occur? idea generation concept testing product launch market testing product development

idea generation

When Hope Springs Water Co. was looking to complete the _________ phase of the new product development process, the company could have leveraged internal research, requested customer input, conducted a competitive analysis or sought collaboration with another organization.

idea generation

The new product development process starts with Multiple Choice idea generation. Correct test marketing. concept testing. product development.

idea generation.

Launching a series of successful new products to help Red Mango grow is largely due to Dan Kim's commitment to Multiple Choice innovation. Correct outsourcing. creative advertising. cost control. trade promotions.

innovation.

Anki used Kickstarter to implement a month-long campaign to introduce the "Vector" robot. Anki felt that this community would be a good place to start because of their desire to be the first to try new technologies. The Kickstarter community members would be identified by which group in the diffusion of innovation theory? innovatorsCorrect laggards early adopters early majority late majority

innovators

In which stage of the new product development process was Anki in when it began its prelaunch campaign using the Kickstarter community? market testingCorrect concept testing product launch product development evaluation of results

market testing

Sending the product out to test families is a form of

market testing.

Sara Lee also used concept testing and customer input to develop its

packaging design.

The "sensory panel" is an example of

premarket testing.

Anki's cross development team considered design, engineering, manufacturing, technology, and market research to create Vector's form and features. In which stage of the new product development process does this occur? concept testing idea generation product developmentCorrect product launch market testing

product development

Once Dan Kim has successfully tested the concept for a new product, his next step would be Multiple Choice product launch. brainstorming. outsourcing. test marketing. product development.

product development.

When Hope Springs develops its flavored water additive, it uses the college town where Gabby and Justin are students to gauge if there is ample product interest. Hope Springs uses all the elements of the marketing mix in this effort. The company is engaged in a(n) Multiple Choice test market. Correct alpha test. idea screener. brainstorming approach. concept test.

test market.

In launching the new blended iced coffee, which of the following is does not need to be considered by Dan Kim? Multiple Choice price testing Correct promotion timing place

testing

If market testing returns with positive results, the firm is then ready to introduce the product to the entire market, which is called a product launch.

ture