Chapter 5 SMCA 331
A manufacturing plant uses a computerized scanner to measure the inner diameters of the belts it produces to ensure they are within the specifications. This is referred to as A) CAM B) CAD C) QFD D) DFMA E) STEP
A
The three major subdivisions of the product decision are A) selection, definition, and design B) goods, services, and hybrids C) strategy, tactics, and operations D) cost, differentiation, and speed of response E) legislative, judicial, and executive
A
What % of sales from new products is indicative of industry leaders? A) 50% B) below 25% C) 25 to 35% D) above 60% E) 35 to 45%
A
When constructing a House of Quality, what value is assigned to a "Medium" relationship between the things that we can do? A) 3 B) 2 C) 50 D) 5 E) 10
A
When developing the Trident Splash, Cadbury faced design problems overcome by A) manufacturability and value engineering B) QFD C) the House of Quality D) CAD E) decision trees
A
Provide some examples of recent product changes, i.e. new products that are replacing older ones.
Answers will vary. The list in the text includes: TV to HDTV, radio to satellite radio, coffee shops to Starbucks lifestyle coffee, traveling circuses to Cirque du Soleil, land lines to cell phones, cell phone to Blackberry, Walkman to iPod, and mops to Swiffers.
An exploded view of the product is a(n) __________.
Assembly drawing
A graphic technique for defining the relationship between customer desires and product/service is A) Product Lifecycle Management B) the House of Quality C) the moment of truth D) the assembly drawing E) the product development team
B
Products are more "environmentally friendly" when they are made A) using cheaper materials B) using less energy C) according to OSHA standards D) where environmental regulations are lax E) more difficult to disassemble
B
The dimensions, tolerances, materials, and finishes of a component are typically shown on a(n) A) assembly chart B) engineering drawing C) bill of material D) assembly drawing E) route sheet
B
The use of product development teams in design and engineering activities is also known as A) the Japanese approach B) concurrent engineering C) QFD D) the traditional U.S. approach E) none of the above
B
When should product strategy focus on forecasting capacity requirements? A) at the introduction stage of the product life cycle B) at the growth stage of the product life cycle C) at the maturity stage of the product life cycle D) at the decline stage of the product life cycle E) none of the above
B
Which of the following does not result from the effective use of group technology? A) reduced tooling setup time B) better electronic communication between team members C) reduced raw materials and purchases D) simplified production planning and control E) improved layout, routing, and machine loading
B
Describe the benefits associated with value engineering.
Benefits include immediate cost reductions; reduced product complexity; additional standardization of components; improvement of functional aspects of the products; improved job design and job safety; improved maintainability (serviceability) of the product; and robust design.
A listing of the components, their description, and the quantity of each required to make one unit of product is the __________.
Bill of materials
A process sheet is a type of A) assembly drawing B) assembly chart C) route sheet D) work order E) bill of material
C
An operations manager's ethical responsibilities A) are limited to the production phase of product life cycle B) are limited to following published laws and regulations C) extend from design, to production, to final destruction/disposition of a product D) do not include being efficient with the firm's resources E) need not consider a product design's impact on the entire economy
C
Black & Decker's hand-powered tools and Hewlett-Packard's printer business are examples of using enhancements and migrations of existing products to build on a __________. A) product template B) product pulpit C) product platform D) product dais E) product foundation
C
Bridget's Hamburger Stand uses only 7 ingredients but offers 15 different burgers. This process is known as A) Robust Design B) QFD C) Modular Design D) CAD E) Value analysis
C
In which stage of the product life cycle should product strategy focus on improved cost control? A) introduction B) growth C) maturity D) saturation E) inflation
C
The components, their description, and the quantity of each required to make one unit of a product are documented on A) a group technology listing B) a route sheet C) a bill of material D) an engineering drawing E) none of the above
C
Which of the following is true regarding value engineering? A) Value engineering occurs only after the product is selected and designed. B) Value engineering is the same as value analysis. C) Value engineering is oriented toward improvement of design. D) Value engineering occurs during production when it is clear the product is a success. E) Value engineering can save substantial amounts of product cost, but quality suffers.
C
Which of the following scenarios illustrates a moment that meets the customer's expectations? A) a sales clerk that called you by your name on your second visit to the store B) an express mail service that guarantees same day delivery C) a flight attendant that responds shortly after being called D) a professor that contacts people in several companies to find you a job E) a sales clerk at the clothing store that asked you to wait for a minute as soon as a wealthy-looking customer entered the store
C
Regal Marine's use of __________ has reduced product development time and reduced problems with tooling and production.
CAD or Computer-aided Design
How does configuration management manifest itself when you ask for service on your automobile?
Configuration management is used by every automobile manufacturer to track all of the changes between and during a model year. To be specific about the part that is needed, the VIN (vehicle identification number) is often used.
Identify the four methods of service design that can reduce costs and enhance the product.
Customizing as late in the process as possible; modularizing the product; identifying the service parts that lend themselves to automation or reduced customer interaction; and focusing design on the moment of truth.
A product's life cycle is divided into four stages, which are A) introduction, growth, saturation, and maturity B) introduction, growth, stability, and decline C) introduction, maturity, saturation, and decline D) introduction, growth, maturity, and decline E) none of the above
D
One method used to determine a product's total environmental impact from conversion of inputs through production and to disposal is A) QFD B) Design for manufacturability C) Environmental Scanning D) Life Cycle Assessment E) CAD
D
Payoffs, alternatives, and expected monetary values are terms associated with A) virtual reality B) Product Lifecycle Management C) Quality Function Deployment D) decision trees E) make-or-buy analysis
D
__________ is used to rank a company's products to determine which products represent the best use of the firm's resources, or, perhaps, to determine which products are to be eliminated. A) Value analysis B) Value engineering C) Financial analysis D) Product-by-value analysis E) Product cost justification
D
What information is contained in the roof of the House of Quality? A) what the customer wants B) what we can do C) competitive assessment D) how well what we do meets the customer's wants E) relationship between the things we can do
E
Which of the following statements is not true? A) Virtually all of Honda's sales (autos, motorcycles, generators, lawn mowers) are based on its outstanding engine technology. B) Intel focuses on microprocessors. C) Michelin focuses on tires. D) Firms such as 3M establish goals for profitability from new products. E) Dell Computers provides fast delivery to customers, but, in return, customers may only select from a limited choice of hardware configurations
E
A drawing that shows the dimensions, tolerances, materials, and finishes of a component is a(n) __________.
Engineering drawing
In analyzing product design decisions, decision trees determine the __________ of each course of action.
Expected value of EMV
What is quality function deployment (QFD)?
QFD refers to determining what will satisfy the customer and translating those customer desires into the target design.
__________ is a process for determining customer requirements and translating them into attributes that each functional area can understand and act upon.
Quality Function Deployment or QFD
Identify the specific guidelines that can help an operations manager achieve environmentally friendly designs.
Specifically, the following ideas are presented in the text: make products recyclable, use recycled material, use less harmful ingredients, use lighter components, use less energy, and use less material.
Identify the external product development strategies; describe each in a sentence or two.
The external product development strategies include alliances, joint ventures, and purchase of technology or expertise by acquiring the developer. Alliances are cooperative agreements that allow firms to remain independent, but use complementing strengths to pursue strategies consistent with their individual missions. Joint ventures are combined ownership to pursue new products or markets. Purchasing technology or expertise is usually accomplished by acquiring entrepreneurial firms that have already developed the technology that fits the mission. The issue then becomes fitting the purchased organization, its technology, and its product line into the buying firm, rather than a product development issue.
What two issues should be considered in combination in order to enhance the likelihood of ethical decision in the realm of product design? Why is each important?
The two issues are (1) view product design from a "systems" perspective, and (2) consider the life cycle of the product. The first issue causes managers to go beyond "what is best or cheapest for the firm?" The second causes managers to address environmental concerns over the life of the product, not just at time of manufacture.
Is it possible for a product's life cycle stage to affect its product strategy? In particular, describe how one product in growth and another in maturity might have different product strategies.
There is no reason for the strategy to be static through the life cycle stages. Organizations often treat new products differently than older ones, in terms of support for changes, aggressiveness in pursuit of market, etc. In particular, growth is associated with stabilization of design, and with ensuring that sufficient capacity exists. Maturity is a time for high-volume operations and cost control.
Aggressive new product development requires that organizations build structures internally that contain what features?
They should have open communication with customers, innovative organizational cultures, aggressive R&D, strong leadership, formal incentives, and training.
What is time-based competition?
Time-based competition is competition that is based on time. It involves rapid development of products, fast introduction to the marketplace. Often, the first company into production may have its product adopted as the "standard."
What is the objective of the product decision?
To develop and implement a product strategy that meets the demands of the marketplace with a competitive advantage.
3M's goal is to produce 30% of its profit from products introduced in the last 4 years
True
A product strategy may focus on differentiation, low cost, or rapid response.
True
Group technology enables the grouping of parts into families based on similar processing requirements
True
One environmentally friendly approach to product design is to use lighter components.
True
Political/legal change and economic change are both factors influencing market opportunities for new products.
True
Quality function deployment refers to first, determining what will satisfy the customer, and second, translating the customers' desires into a target design
True
Rapidly developing products and moving them to the market is part of time-based competition.
True
Relatively few new product ideas, perhaps only 1 in 250, become successfully marketed products.
True
Robust design is a method that ensures that small variation in production or assembly does not adversely affect the product
True
The "make-or-buy" decision distinguishes between what an organization chooses to produce and what it chooses to purchase from suppliers.
True
The customer may participate in the design of, and in the delivery of, services
True
The moment-of-truth is the crucial moment between the service provider and the customer that exemplifies, enhances, or detracts from the customer's expectation.
True
The objective of the product decision is to develop and implement a product strategy that meets the demands of the marketplace with a competitive advantage
True
Two issues-viewing a product in terms of its impact on the entire economy and considering the life cycle of a product-combine to increase the likelihood of ethical decisions by managers.
True
Virtual reality technology can improve designs less expensively than the use of physical models or prototypes
True
__________ reviews successful products for improvement during the production process.
Value Analysis
Explain the difference between value analysis and value engineering.
Value engineering is concerned with reducing cost and improving function in a preproduction setting; value analysis, with similar aims, takes place during production, when the product has shown that it will succeed. Techniques are similar.
The use of information technology to control machinery is called __________.
computer-aided manufacturing or CAM
Sensitivity to a wide variety of environmental issues in production processes is referred to as __________.
green manufacturing
If a design can be produced to requirements even when the production process has unfavorable conditions, the design is said to be __________.
robust
Rapidly developing products and moving them to the market is referred to as __________.
time-based competition
Boeing's use of epoxy composites and titanium graphite laminate represent the ethical and environmentally friendly concept of __________.
using lighter components
What is a product-by-value analysis, and what type of decision does it help managers make?
A product-by-value analysis lists products in descending order of their individual dollar contribution to the firm, as well as the total annual dollar contribution of the product. It helps managers evaluate possible strategies for each product. The product-by-value report focuses management's attention on the strategic direction for each product.
State the benefits of implementing group technology.
Benefits include improved design; reduced raw materials and purchases; simplified production planning and control; improved routing and machine loading; reduced tooling setup time, work-in-process, and production time; and development of work cells.
Which of the following is true regarding computer-aided design? A) It is too expensive to use in most manufacturing and design settings. B) It is an old technology C) It results in longer development cycles for virtually all products. D) It is the use of computers to interactively design products and prepare engineering documentation. E) All of the above are true.
D
Quality function deployment (QFD) A) determines what will satisfy the customer B) translates customer desires into the target design C) is used early in the design process D) is used to determine where to deploy quality efforts E) all of the above
E
Which of the following is true concerning CAD? A) Accurate information flows to other departments. B) Most product costs are determined at the design stage. C) Design options are easier to review before final commitments are made. D) Virtually all products have their development cycle shortened. E) All of the above are true.
E
A restaurant kitchen contains a wall poster that shows, for each sandwich on the menu, a sketch of the ingredients and how they are arranged to make the sandwich. This is an example of a(n) A) assembly drawing B) route sheet C) bill of material D) work order E) virtual technology
A
An assembly chart A) shows graphically how the product is assembled B) shows an exploded view of the product C) lists the operations, including assembly and inspection, necessary to produce the component with the material specified in the bill of material D) provides detailed instructions on how to perform a given task E) describes the dimensions and finish of each component
A
An engineering drawing shows the A) dimensions, tolerances, materials, and finishes of a component B) dimensions, tolerances, cost, and sales or use volume of a component C) materials, finishes, machining operations, and dimensions of a component D) cost, materials, tolerances, and lead-time for a component E) cost, dimensions, and machining operations for a component
A
Group technology requires that A) each component be identified by a coding scheme that specifies the type of processing and the parameters of the processing B) a specific series of engineering drawings be prepared C) all bills of material be prepared using the same format D) engineering change notices be linked to each of the bills of material and engineering notices E) the final products be standardized
A
In which stage of the product life cycle should product strategy focus on process modifications as the product is being "fine-tuned" for the market? A) introduction B) growth C) maturity D) decline E) none of the above
A
Modern ATM machines are an automated example of a service design that A) reduces customer interaction B) modularizes the service C) delays service customization D) has no moment of truth E) has insufficient quality function deployment
A
One result of concurrent engineering in product design is A) speedier product development B) lower quality C) less customer demand D) higher costs E) all of the above
A
The change in cell-phone model life cycles from 2 years to under 6 months is the result of A) time-based competition B) design for manufacturability C) life cycle assessment D) value analysis E) all of the above
A
The document for production that gives the instruction to make a given quantity of a particular item, usually to a given schedule, is A) the work order B) the route sheet C) the bill of information D) the assembly chart E) the value analysis
A
Which of the following is not a service design technique used to reduce cost? A) increasing customer interaction B) delaying customization C) automation D) modularizing the product E) reducing customer interaction
A
Which of the following would likely cause a change in market opportunities based upon levels of income and wealth? A) economic change B) sociological and demographic change C) technological change D) political change E) legal change
A
An assembly drawing A) shows, in schematic form, how the product is assembled B) shows an exploded view of the product C) lists the operations, including assembly and inspection, necessary to produce the component with the material specified in the bill of material D) provides detailed instructions on how to perform a given task E) describes the dimensions and finish of each component
B
For a full-time college student, which of the following moments of truth exemplifies the customer's standard expectations? A) Your advisor made you wait, even though you had an appointment. B) You had to visit more than once to reach your academic advisor. C) Your advisor was competent, helpful, and understanding. D) Your advisor failed to keep her appointment with you. E) Your advisor offered to work with you after regular work hours.
C
Reducing the complexity of a product and improving a product's maintainability for use are activities of A) Product Lifecycle Management (PLM) B) product-by-value-analysis C) manufacturability and value engineering D) organizing for product development E) design for destruction (DFD)
C
Regal Marine A) no longer builds boats with any wooden parts B) designs and builds boat hulls by hand C) treats the product design decision as critical to its success D) gets its competitive advantage by being the low-cost producer of boats designed by others E) designs several new boats each year, but contracts other firms for their manufacture
C
The role of decision trees in product design is A) to rank products in descending order of their dollar contribution to the firm B) to better understand the customers' wants C) to calculate the expected value of each course of action D) to calculate the value of quality function deployment E) to calculate the value of the moment of truth
C
Which of the following documents lists the operations (including assembly and inspection) necessary to produce the component with the material specified in the bill of material? A) an engineering drawing B) an assembly drawing C) a route sheet D) an assembly chart E) an operations chart
C
Which of the following examples involves customer participation in the design of the service? A) investing in a mutual fund B) getting a chest x-ray at the hospital C) providing the stockbroker with the desired distribution of the portfolio D) seeing a movie at the theater E) eating at a fast-food restaurant
C
Which of the following is an example of an external product development strategy? A) new internally developed products B) enhancements to existing products C) alliances D) migrations of existing products E) All of the above are examples of internal product development strategy.
C
Which of the following shows in schematic form how a product is assembled? A) an engineering drawing B) an assembly routing C) an assembly chart D) a route sheet E) a process sheet
C
Which of the following typically shows the components, their description, and the quantity of each required to make one unit of a product? A) an engineering drawing B) an assembly drawing C) a bill of material D) an assembly chart E) a route sheet
C
Which service design technique(s) would ordinarily not be appropriate for full-service restaurant meals? A) modularizing the product B) customization as late in the process as possible C) reducing customer interaction D) the moment of truth E) All of the above are appropriate.
C
A route sheet provides a(n) A) exploded view of the product B) instruction to make a given quantity of a particular item C) schematic showing how the product is assembled D) sequence of operations necessary to produce the component E) set of detailed instructions about how to perform a task
D
The Japanese method of organizing for product design features A) teams B) product managers (champions) C) distinct departments with assigned tasks D) a single organization without subdivision or individual teams E) none of the above
D
The analysis tool that helps determine what products to develop, and by what strategy, by listing products in descending order of their individual dollar contribution to the firm is A) decision tree analysis B) Pareto analysis C) breakeven analysis D) product-by-value analysis E) product life cycle analysis
D
Value analysis takes place A) when the product is selected and designed B) during the initial stages of production when something needs to be done to assure product success C) when the product is first conceived D) during the production process when it is clear the new product is a success E) when the product cost is very low
D
Which of the following product development strategies has the highest risk? A) acquiring the developer B) alliances C) joint ventures D) new internally developed products E) purchasing technology
D
Which of the following scenarios illustrates a moment that exceeds the customer's expectations? A) an express mail service that guarantees overnight delivery B) a flight attendant that responds shortly after being called C) a hairdresser that cuts your hair at the right length D) a professor that contacts people in several companies to find you a job E) a bank that sends you monthly account statements
D
Manufacturability and Value Engineering has which of the following benefits? I. Reduced complexity of the product II. Reduction of environmental impact III. Additional standardization of components IV. Robust design V. Improved job design and safety A) I, III, V B) II, IV C) I, III, IV D) IV E) I, II, III, IV, V
E
Operations managers must be able to anticipate changes in which of the following? A) product mix B) product opportunities C) the products themselves D) product volume E) all of the above
E
Which of the following makes products that are friendlier to the environment? A) using less materials B) more recycled materials C) using less energy D) using less harmful ingredients E) all of the above
E
Which of the following represents an opportunity for generating a new product? A) understanding the customer B) demographic change, such as decreasing family size C) changes in professional standards D) economic change, such as rising household incomes E) All of the above are such opportunities.
E
Which of these statements regarding Regal Marine is true? A) Product design is a critical decision for the firm. B) Regal uses a three-dimensional CAD system to shorten product development time. C) Regal still uses some wooden parts and hand-produces some components. D) Regal's use of CAD has resulted in a superior product. E) All of the above are true
E
What are some of the benefits from using environmental teams for product design?
Environmental teams help develop safe and more environmentally sound products, minimize the waste of raw materials and energy, differentiate products from competition, reduce environmental liabilities, increase cost-effectiveness of complying with environmental regulations, and help the organization be recognized as a good corporate citizen.
Identify the factors that influence new product opportunities.
Factors that influence new product opportunities include economic change, sociological and demographic change, technological change, political change, and other changes brought about through market practice, professional standards, suppliers, and distributors.
A work order is a listing of the components, their description, and the quantity of each required to make one unit of the product.
False
An assembly chart shows an exploded view of the product, usually a three-dimensional or isometric drawing
False
An assembly drawing lists the operations necessary to produce the component.
False
An operations manager's most ethical activity is to enhance productivity while delivering desired goods and services. Unfortunately, this activity is not environmentally sound.
False
Computer-aided design (CAD) refers to the use of specialized computer programs to direct and control manufacturing equipment
False
In the maturity stage of the product life cycle, operations managers will be concerned with adding capacity or enhancing existing capacity to accommodate the increase in product demand.
False
Modular design exists only in tangible products; it makes no sense in services.
False
Regal Marine's attempts to keep in touch with customers and respond to the marketplace are made impossible because consumer tastes change and maritime engineering improves.
False
The enhancement of existing products is an external product development strategy.
False
The expected value of each course of action in a decision tree is determined by starting at the beginning of the tree (the left-hand side) and working toward the end of the tree (the right)
False
The four phases of the product life cycle are incubation, introduction, growth, and decline.
False
In the __________ phase of the product life cycle, the product design has begun to stabilize.
Growth
The __________ is a part of the quality function deployment process that utilizes a planning matrix to relate customer "wants" to "how" the firm is going to meet those "wants."
House of Quality
Identify the steps involved in building the House of Quality.
Identify customers' wants, identify product/service attributes, relate the customers' wants to the product/service how's, conduct an evaluation of competing products, develop performance specifications for product or service how's, and assign how's to the appropriate place in the transformation process.
Products or services designed in easily segmented components are known as __________.
Modular design
Discuss the advisability of using modular assemblies in manufacturing. (What are the advantages and disadvantages?) To what extent can these arguments be applied to service products?
Modules are easily segmented components; they add flexibility to production and marketing; allows mix-and-match of components (customization at point of customer contact). Use of modules usually means fewer parts, less design and tooling expense. Disadvantages include using a module in a product for which a more specific component would have been better. Modules exist in services, as in fast-food meals built to customer specification.
The __________ is the crucial moment between the service provider and the customer that exemplifies, enhances, or detracts from the customer's expectations.
Moment-of-truth
Briefly explain how Product Lifecycle Management (PLM) impacts product design.
PLM is an umbrella of software programs that attempts to bring together many phases of product design and manufacture. PLM products often start with product design (CAD/CAM); move on to design for manufacture and assembly (DFMA); and then into product routing, materials, layout, assembly, maintenance and even environmental issues.
Black & Decker's hand-powered tools and Hewlett-Packard's printer business are examples of using enhancements and migrations of existing products to build on __________.
Product platform
Identify the general benefits derived from CAD.
Product quality (better adherence to standards); shorter design time; production cost reductions (from better design); database availability (for new products); and new range of capabilities (easy programming of CNC machines).
__________ lists products in descending order of the individual dollar contribution to the firm.
Product-by-value analysis
__________ provides a format allowing the electronic transmittal of three-dimensional data.
Standard for the exchange of product data or STEP
To view product design from a "systems" perspective, managers must view a product in terms of its impact on __________.
The entire economy
"With respect to the product decision, managers must be able to accept risk and tolerate failure." Comment on why this is a necessary hazard in making new product decisions, given all the powerful tools and carefully built systems that support that decision.
The vast majority of new product ideas do not become marketable products, and most marketable products are failures. Perhaps 500 designs accompany each success.