mrk 2101 sb chpt 9
The goal in generating new-product ideas is to ask the question ___. Multiple choice question. "how come" "how long" "what if" "what is"
"what if"
Match the following types of test markets to the correct description.
1. a company develops a product and then attempts to sell it through normal distribution channels in a number of select cities2. a company develops a product and contracts its entire test program to an outside service that can guarantee a specified percentage of the products potential distribution volume.3. a company develops a products and run tests, often in a shopping mall, to get opinions on the product concepts, attributes, and usage from qualified participants.
Select all that apply What must the consumer learn about when a new product is a discontinuous innovation? (Select all that apply) Multiple select question. How the product differs from competitors An initial awareness of the product The proper use of the product The benefits of the product
An initial awareness of the product The proper use of the product The benefits of the product
The new-product process stage of involves positioning and launching a new product in full-scale production and sales.
Blank 1: commercialization
A(n) productBlank 1Blank 1 product , Correct Unavailable is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value.
Blank 1: product
________ is the stage of the new-product process in which features of the product and a marketing strategy are specified, and financial projections are made. Multiple choice question. Market testing Development Screening and evaluation Business analysis
Business analysis
________ products are purchased by the ultimate consumer, whereas ________ products are purchased by organization to assist them in providing other products for sale. Multiple choice question. Consumer; business Individual; commercial Personal; resale Shopping; specialty
Consumer; business
Match the type of new product innovation with its definition. Instructions
Continuous innovation => Requires no new learning by consumersDynamically continuous innovation => Disrupts consumer's normal routine but does not require totally new learningDiscontinuous innovation => Requires new learning and consumption patterns by consumers.
Match each of the four types of consumer products with its definition. Instructions
Convenience products => Items that consumers purchase frequently with a minimum of effort.Shopping products => Items for which the consumer compares several alternatives on several criteria.Specialty products => Unique items that the consumer makes significant effort to search out and buy.Unsought products => Items that the consumer does not know about or knows about but does not initially want.
________ is the stage of the new-product process in which an idea is turned into a prototype. Multiple choice question. Screening and evaluation Business analysis Market testing Development
Development
Match an attribute of services marketing with the correct example of associated problems. Instructions
Intangible- The consumer cannot evaluate the quality of an airline flight before getting on board.Inseparable Inconsistency-Student's evaluations of their education will be influenced primarily by their perceptions of instructors, counselors, librarians, and other people at the university. Inventory
In which stage of the new-product process does an organization use a SWOT analysis and develop a product protocol? Multiple choice question. Idea generation New-product strategy development Screening and evaluation Business analysis
New-product strategy development
________ is the stage of the new-product process that internally and externally analyzes new-product ideas to eliminate those that warrant no further effort. Multiple choice question. Screening and evaluation Market testing Business analysis Development
Screening and evaluation
________ can be classified according to whether they are delivered by people or equipment, or by business firms or nonprofit organizations. Multiple choice question. Services Tangible goods Marketing research findings Business products
Services
How many steps are in the new-product development process? Multiple choice question. Three Five Seven Nine
Seven
Select all that apply What must the consumer learn about when a new product is a discontinuous innovation? (Select all that apply) Multiple select question. The benefits of the product How the product differs from competitors An initial awareness of the product The proper use of the product
The benefits of the product An initial awareness of the product The proper use of the product
What is the primary reason there is greater inconsistency in services than in tangible goods? Multiple choice question. The increasing use of technology in delivering services breeds inconsistency. Service providers do not get consistent feedback from customers. The people who provide services vary in capability or daily performance. The cost differences among providers generates inconsistent service.
The people who provide services vary in capability or daily performance.
What is the primary reason there is greater inconsistency in services than in tangible goods? Multiple choice question. The people who provide services vary in capability or daily performance. Service providers do not get consistent feedback from customers. The increasing use of technology in delivering services breeds inconsistency. The cost differences among providers generates inconsistent service.
The people who provide services vary in capability or daily performance.
Select all that apply Which are good sources of open innovation? (Select all that apply) Multiple select question. universities smaller nontraditional firms board of directors inventors and entrepreneurs marketing departments
Universities, inventors and entrepreneurs and small nontraditional firms.
A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is referred to as ______. Multiple choice question. a product a load demand stock supply
a product
Concept tests in the screening and evaluation stage of the new-product process rely on written descriptions, sketches, or mock-ups rather than ________ to solicit feedback from potential consumers. Multiple choice question. focus groups questionnaire data innovative ideas actual products
actual products
Because services are intangible, they ______. Multiple choice question. are much more difficult for consumers to evaluate before the purchase cannot be standardized require the costly maintenance of production capacity require a high level of interaction between the provider and consumer
are much more difficult for consumers to evaluate before the purchase
A gap analysis is done by ______. Multiple choice question. asking consumers about both their expectations of and experiences with a service identifying consumers who have never used the service and interviewing them to find out why reevaluating the price point for the service offering to set it at the maximum a customer will pay creating a flowchart of the points of interaction between the consumer and the provider
asking consumers about both their expectations of and experiences with a service
The ________ stage of the new-product process assesses the total "business fit" of the proposed new product with the company's mission and objectives. Multiple choice question. screening and evaluation idea generation business analysis new-product strategy development
business analysis
Select all that apply Services can be classified according to whether they are delivered by _____. (Select all that apply) Multiple select question. electronic or human means business firms or nonprofits people or equipment government agencies
business firms or nonprofits people or equipment government agencies
Select all that apply What are two desirable characteristics when choosing a test market for a new product? Multiple select question. potential to show early mock-ups or prototypes to potential customers cable system that is able to deliver different advertising to different homes areas that are void of any competing products city population that is demographically representative of target market
cable system that is able to deliver different advertising to different homes city population that is demographically representative of target market
External evaluations in the screening and evaluation stage of the new-product process often involve ________, consisting of preliminary testing of a new-product idea rather than an actual product. Multiple choice question. concept tests commercialization prototyping market testing
concept tests
A gap analysis focuses service providers on the difference between ______. Multiple choice question. service satisfaction data from this year compared with past years tangible and intangible attributes of services consumer expectations and experiences of service quality dimensions motivations and behaviors of service employees
consumer expectations and experiences of service quality dimensions
What are the two broad product categories, related to the type of user, that are widely used in marketing? Multiple select question. group products consumer products personal products business products government products
consumer products business products
A gallon of milk would be considered which type of consumer product? Multiple choice question. shopping product unsought product convenience product specialty product
convenience product
What type of consumer product is characterized by relatively inexpensive items with widespread availability? Multiple choice question. convenience products personal products specialty products shopping products
convenience products
Select all that apply What three items are classified as consumer products. Multiple select question. convenience products business products commercial products specialty products shopping products
convenience products specialty products shopping products
Select all that apply Which two items are considered to be inventory costs of services? Multiple select question. costs associated with equipment needed to provide a service costs associated with repairs and refunds for tangible goods raw material costs for creating desirable products paying a person to provide a service
costs associated with equipment needed to provide a service paying a person to provide a service Need help? Review these concept resources.Read About the Concept Feedback Next QuestionReading
The open innovation technique that involves generating insights based on ideas from massive numbers of people is called Blank______. Multiple choice question. market testing crowdsourcing commercialization feature bloat
crowdsourcing
The new-product process stage of screening and evaluation involves ______. Multiple choice question. analyzing the entire sequence of steps that make up a proposed service specifying the features of the product and the marketing strategy needed to bring it to market exposing actual products to prospective consumers under realistic purchase conditions determining which ideas should be eliminated from further effort
determining which ideas should be eliminated from further effort
Select all that apply Which of the following can be sources of variability in service delivery? Multiple select question. differences in the prices charged for hair care products that can be purchased at the salon differences in appointment scheduling at two different branches of the same salon differences in the quality of the hair products (shampoo, conditioner) used at the salon differences between service provided by the same stylist at various times of the day, week, or month differences between the service provided by two stylists working in the same salon
differences in appointment scheduling at two different branches of the same salon differences between service provided by the same stylist at various times of the day, week, or month differences between the service provided by two stylists working in the same salon
For which type of innovation will consumer education be most important, perhaps requiring personal selling to gain product trial? Multiple choice question. continuous innovation dynamically continuous innovation stepped innovation discontinuous innovation
discontinuous innovation
For which type of innovation will consumer education be most important, perhaps requiring personal selling to gain product trial? Multiple choice question. dynamically continuous innovation continuous innovation stepped innovation discontinuous innovation
discontinuous innovation
Select all that apply The new-product process stage of development (stage 5) involves which two items? Multiple select question. ensuring the product meets the standards established by the protocol exposing actual products to prospective consumers under realistic purchase conditions specifying the marketing strategy needed to bring a new product to market making a prototype of the product
ensuring the product meets the standards established by the protocol making a prototype of the product
A desire to keep products seeming new encourages the proliferation of extra features in what is known as Blank______. Multiple choice question. open innovation feature inflation feature bloat commercialization
feature bloat
A company that continually adds more features to an existing product to try to appeal to more customers may end up overwhelming customers and create an unintended consequence known as ___. Multiple choice question. product screening feature fatigue feature screening product scrutiny
feature fatigue
A firm that uses crowdsourcing will generate product ideas Blank______. Multiple choice question. by holding idea forums with all members of its research and development department from massive amounts of customers or suppliers who respond to a firm's specific question through hand-picked individuals from various departments in the firm by asking people in crowded areas like shopping malls or grocery stores
from massive amounts of customers or suppliers who respond to a firm's specific question
A(n) Blank______ is a type of product that has tangible attributes that a consumer's five senses can perceive. Multiple choice question. idea service good concept
good
The use of open innovation can be useful in the ________ stage of the new-product process because it helps organizations find and execute product concepts externally and overcome the associated not-invented-here barriers. Multiple choice question. new-product strategy development screening and evaluation idea generation business analysis
idea generation
When a service provider is available but there is no demand for the service, this is known as _______. Multiple choice question. idle production capacity the service continuum gap analysis trading down
idle production capacity
Esperanza has realized that she does not enjoy taking a taxi to work because there is substantial Blank______ in the delivery of the service depending on who is driving her cab that day. Multiple choice question. inconsistency price differential intangibility interference
inconsistency
Modern products lines typically ensure that the quality of durable goods remains at stable levels, but because services depend on the people who provide them, quality may vary from person to person or day to day, in what is known as the Blank______ of services. Multiple choice question. irreconcilability immeasurability inconsistency intangibility
inconsistency
A student may be dissatisfied with her education, despite attending a highly regarded university, if she dislikes her instructors, advisers, or administrators. This type of problem arises due to the _______ of services. Multiple choice question. inventory issues inseparability inconsistency intangibility
inseparability
There may be a great deal of interaction between a service provider and a consumer in which they co-create value together. In such situations, the customer perceives a high degree of ________ between the service provider and the company he or she represents. Multiple choice question. inseparability tangibility reliability responsiveness
inseparability
A Singapore Airlines ad may show the airline's new seats and emphasize their size in order to address which issue that is unique to services? Multiple choice question. inventory inseparable inconsistency intangible
intangible
A consumer can see and touch a product such as a new laptop computer, but he cannot touch or feel the service he hires to fix a computer. This example illustrates the fact that services are Blank______. Multiple choice question. intangible inconsistent perishable inferior
intangible
Because a service, either completely or partially, has qualities that cannot be touched, held, seen, tasted, or otherwise evaluated prior to purchase, it is described as being ______. Multiple choice question. impenetrable invariable inseparable intangible
intangible
Sahil is having trouble deciding on which college to attend. While there are buildings, classrooms, and libraries to evaluate, the most important part of the service, the actual teaching and learning, is ________, making his decision more complex. Multiple choice question. inferior immeasurable intangible indeterminant
intangible
The large difference in ______ costs between airlines and hair salons results from airlines having highly paid employees and expensive equipment to maintain. Multiple choice question. brand equity manufacturing break-even inventory
inventory
Select all that apply Which two factors are unique with respect to services, and are part of the four I's? Multiple select question. inventory indispensability inseparability inconvenience
inventory inseparability
A product ________ is a specific product that has a unique brand, size, or price. Multiple choice question. class line mix item
item
For ordering and inventory purposes, each product ________ has a separate stock keeping unit (SKU). Multiple choice question. line item mix class
item
What occurs during the commercialization stage of the new-product development process? Multiple choice question. launching full-scale production for a new product ensuring a new product meets the standards established by the protocol testing customers using realistic purchase conditions to see if they will buy a new product finding industrial and government buyers for a new product
launching full-scale production for a new product
The categories of continuous innovation, dynamically continuous innovation, and discontinuous innovation are based on levels of consumer ______. Multiple choice question. perceptions expectations learning spending
learning
Select all that apply Select three stages that are part of the new-product development process. Multiple select question. market testing idea generation problem definition commercialization product analysis assessment and review
market testing idea generation commercialization
Marketers often look for cities that are viewed as being representative of U.S. consumers in terms of their demographic variables when they conduct ______. Multiple choice question. commercialization tests simulated market tests market tests concept tests
market tests
In the ________ stage of the new-product process an organization defines the role of a new product in terms of the firm's overall objectives. Multiple choice question. business analysis idea generation screening and evaluation new-product strategy development
new-product strategy development
To address the intangible nature of services provided and allow patients to compare them to the services provided by others, a medical provider may Blank______. Multiple choice question. offer cues to customers, such as comfortable waiting rooms and sparkling clean examination rooms with diplomas on the wall standardize the service as much as possible by using increasingly fewer employees and more automated services and measurements reduce the price of services offered through special promotions and deals to reduce buyers' anxiety increase the price to convey an aura of quality to reduce buyers' anxiety
offer cues to customers, such as comfortable waiting rooms and sparkling clean examination rooms with diplomas on the wall
Organizations may look to universities, inventors, or smaller nontraditional firms as sources of ________ innovation in the development of new product ideas. Multiple choice question. secondary open peripheral discontinuous
open
A Blank______ is a pre-development statement that identifies a target market, customer needs, and what the product will be or do. Multiple choice question. market test product mission business analysis protocol
protocol
Organizations may rely on new products coming from its own design group of engineers. These employees make up what department in an organization? Multiple choice question. production and operations research and development marketing administration
research and development
The design for Apple's iPad, iPhone, and iMac came from Apple's own industrial design group. What department in an organization does this represent? Multiple choice question. research and development marketing administration production and operations
research and development
In what stage of the new-product development process will the firm's own employees evaluate the technical feasibility of a proposed new-product idea? Multiple choice question. development screening and evaluation business analysis market testing
screening and evaluation
Tonya needs to buy a new laptop. She compares models from Apple, Dell, and Hewlett-Packard on criteria such as processor speed, memory, screen size, and price. What type of consumer product does this represent? Multiple choice question. personal product convenience product shopping product specialty product
shopping product
What type of consumer product is characterized by the consumer comparing several alternatives on criteria such as price, quality, or style? Multiple choice question. specialty products personal products convenience products shopping products
shopping products
Richard likes to smoke tobacco from a pipe. However, he is very particular about which pipes he uses. He will only buy pipes made of mahogany and that have an amber or ivory stem, even though these pipes are the most expensive. What type of consumer product does this represent? Multiple choice question. shopping product specialty product convenience product personal product
specialty product
What type of consumer product will a consumer make a special effort to search out and buy, such as a luxury automobile or designer watch? Multiple choice question. personal product specialty product shopping product convenience product
specialty product
When Subway introduced a new Southwestern Club sandwich in south Florida before launching it nationwide, it was engaging in ______. Multiple choice question. commercialization simulated test marketing standard test marketing concept testing
standard test marketing
When a company develops a product and then attempts to sell it through normal distribution channels in a number of test-market cities, it is engaged in Blank______. Multiple choice question. concept testing simulated test marketing standard test marketing commercialization
standard test marketing
A good is a product that is defined as having a physical aspect referred to as Blank______ attributes. Multiple choice question. identifiable durable differentiating tangible
tangible
Offering a product for sale on a limited basis in a defined area is called marketing.
test
marketing involves offering a product for sale on a limited basis in a defined area. (One word)
test
Standard, controlled and simulated are the three main kinds of Blank______. Multiple choice question. concept tests innovation focus groups test markets
test markets
Market is the stage of the new-product development process that involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy.
testing
Market testing involves exposing Blank______ product to Blank______. Multiple choice question. the actual product; research and development teams a prototype; prospective customers a prototype; existing customers the actual product; prospective customers
the actual product; prospective customers
Idle production capacity occurs when ______. Multiple choice question. there are high costs associated with handling inventory for tangible goods the service provider is available but there is no demand for the service tangible goods are perishable and require rapid turnover a manufacturing plant is put on hold due to labor disputes
the service provider is available but there is no demand for the service
In the screening and evaluation stage of the new-product process, the internal approach consists of a firm's employees evaluating Blank______. Multiple choice question. if the firm can meet the budgetary requirements of a proposed product idea if the target market is a good fit for the proposed product idea the competitive environment in which the proposed product idea must compete the technical feasibility of a proposed product idea
the technical feasibility of a proposed product idea
Select all that apply What should be included in a protocol for new product development? (Select all that apply) Multiple select question. what the product will be and do what competitors are planning to introduce a well-defined target market how much the product will cost specific customer needs, wants, and preferences
what the product will be and do a well-defined target market specific customer needs, wants, and preferences
