Ch 13
A(n) _____ is a prototype that examines a limited number of performance attributes or features. A. focused prototype B. consolidated prototype C. comprehensive prototype D. ambivalent prototype
A - A focused prototype is a prototype that examines a limited number of performance attributes or features. A bicycle or car manufacturer may build focused prototypes (a nonfunctioning bicycle out of foam or wood, or a wooden "frame" that very roughly simulates the layout of the seat, steering wheel, and dashboard of a new car interior) to determine customers' reactions to the product's form.
A fully functional, full-size product prototype that is essentially ready for examination by potential customers would be best described as a _____ prototype. A. comprehensive B. focused C. limited D. modified
A - A fully functional, full-size product prototype that is essentially ready for examination by potential customers would be best described as a comprehensive prototype.
Ergonomics can be best defined as studying: A. human characteristics in order to develop appropriate designs. B. unmet customer needs with the help of perceptual gap mapping. C. potential target markets to identify the most profitable market segment. D. the life cycle of a product to develop suitable marketing strategies for each phase.
A - Ergonomics can be best defined as studying human characteristics in order to develop appropriate designs. An excellent design can play a big role in determining how well a new product will meet the needs of customers, as well as retailers and other stakeholders, and therefore is an important determinant of success
Firms that are concerned with, or seek to promote environmental concerns are most likely to employ design for _____. A. disassembly B. ergonomics C. visual equity D. ease of manufacture
A - Firms that are concerned with, or seek to promote environmental concerns are most likely to employ design for disassembly. Design for disassembly is the technique by which products can be taken apart after use for separate recycling of metal, glass, and plastic parts.
_____ prototypes are used in probe-and-learn ("lickety-stick") product development in the development of new-to-the-world products. A. Focused B. Comprehensive C. Conceptual D. Ideational
A - Focused prototypes are used in probe-and-learn ("lickety-stick") product development in the development of new-to-the world products, such as the Zip Drive. Focused prototypes are also used in cases where the product is not so new to the world to learn about how the product works and how well it will satisfy customer needs.
In both technology-driven and market-driven innovation, _____. A. design plays a secondary role B. design plays a miniscule role C. design plays a primary role D. design takes up minimum cost
A - In both technology-driven and market-driven innovations, design plays a secondary role. While technology-driven innovation starts with technology, market-driven innovation starts with the customer.
Many firms use _____ to achieve the effects of colocation without actual physical proximity of team members. A. digital colocation B. face-to-face colocation C. mechanical colocation D. too-distant colocation
A - In many firms, the effects of colocation are achieved without actual physical proximity of team members, using communications technology such as Lotus Notes or WebEx videoconferencing. This is sometimes known as digital colocation. Interestingly, research suggests that digital colocation and face-to-face colocation complement each other in terms of facilitating knowledge dissemination.
In order to reduce "turf wars" between production and design specialists, Trident Corp. has added a third independent person to the team who understands the importance of both. In this scenario, Trident Corp. is utilizing a(n) _____. A. produceability engineer B. technocrat C. arbitrator D. negotiator
A - In this scenario, Trident Corp. is utilizing a produceability engineer. A produceability engineer is an independent third party who under-stands both design and production and who can work in the design studios to see that production requirements are met by design decisions.
Velvo Inc., an automobile manufacturing company, designs its products in such a way that they can be easily dismantled after use for recycling. The used plastic parts are sorted and recycled to make new parts. Other components are either recycled or rebuilt, while unusable parts are incinerated to create energy. In this scenario, Velvo's cars can be best described as being designed: A. for the environment. B. for ease of manufacture. C. to build or support corporate identity. D. for differentiation.
A - In this scenario, Velvo's cars can be best described as being designed for the environment. Design for disassembly is the technique by which products can be taken apart after use for separate recycling of metal, glass, and plastic parts.
Which of the following is true of market-driven innovation? A. The main purpose of design in market-driven innovation is to modify the product so that it meets customer expectations. B. In market-driven innovation, new meanings and new technologies are pushed forth. C. In market-driven innovation, design is of primary importance, and it takes on the leadership role. D. The main role of design in market-driven innovation is to modify the product so that it can accommodate the performance characteristics.
A - Market-driven innovation starts with the customer; here, design modifies the product so that it meets customer expectations. In both technology-driven and market-driven innovation, design plays a secondary role. Design academic Roberto Verganti suggests considering a third way: design-driven innovation, in which it is design itself that takes on the leadership role.
_____ design is the term sometimes used to mean the design of products to be usable by anyone regardless of age or ability. A. Universal B. Exclusive C. Individualistic D. Unique
A - Universal design is the term sometimes used to mean the design of products to be usable by anyone regardless of age or ability. Principles of universal design can be used to develop products for new markets based on unmet customer needs.
Silhouette Inc. has established a recognizable look or feel that it uses consistently across the products it sells. This supports the public perception of the firm and ultimately, its corporate identity. Based on this information, we can say that Silhouette Inc. is trying to capitalize on its _____. A. existing distribution channels B. visual equity C. past design platforms D. existing manufacturing infrastructure
B - Based on this information, we can say that Silhouette Inc. is trying to capitalize on its visual equity. Many firms have established visual equity across the products they sell: a recognizable look or feel that they use consistently.
Which of the following is the final step in the process for product architecture? A. Creating the geometric layout B. Checking the interactions between chunks C. Creating the product schematic D. Clustering the schematic elements
B - Checking the interactions between chunks is the final step in the process for product architecture. This step involves understanding what happens at the interfaces between chunks.
Which of the following is true of colocation? A. Colocation tends to inhibit the flow of information. B. Colocation helps integrate departments. C. The effects of colocation can only be achieved when team members are in close physical proximity to each other. D. Too-distant colocation enables team members to resolve their problems faster than face-to-face colocation.
B - Colocation helps integrate departments and improve information flow. It also allows the team members to identify and resolve product development problems faster.
Which of the following is the first step in the process for product architecture? A. Clustering the schematic elements B. Creating the product schematic C. Creating the geometric layout D. Checking interactions between chunks
B - Creating the product schematic is the first step in the process for product architecture. The product schematic shows the components and functional elements of the product and how they are interconnected.
Flyto Co., a Japanese automobile manufacturing company, recently introduced two new car models in America. These models were developed using the same platform as one of Flyto's existing models, but were modified incrementally in terms of technology. Flyto's latest products are examples of: A. breakthrough products. B. derivative products. C. counterfeit products. D. innovative products.
B - Flyto's latest products are examples of derivative products. Derivative products refer to products based on the same platform as an existing product, but modified incrementally in terms of technology or customer need fulfillment.
DarkBerry Inc., a cellphone manufacturer, manufactures products that share common design features that make them unique, yet at the same time familiar. All of DarkBerry's cellphones have a sleek appearance and an elegant design. DarkBerry's products can be best described as being designed: A. for the environment. B. to build or support corporate identity. C. for ease of manufacture. D. for price promotion.
B - In this example, DarkBerry's products can be best described as being designed to build or support corporate identity. Many firms have established visual equity across the products they sell: a recognizable look or feel that they use consistently. Product design can thus help build or support public perception of the firm and, ultimately, its corporate identity.
A certain watch manufacturing company manufactures watches that have about a third of the moving parts of a traditional Swiss watch: a plastic casing without a removable back, a plastic strap incorporated into the casing, and many other similar design features. The company retails its watches at a small fraction of the price of traditional Swiss watches. In this scenario, the company's watches are most likely designed: A. for differentiation. B. for ease of manufacture. C. to build corporate identity. D. for the environment.
B - In this scenario, the company's watches are most likely designed for ease of manufacture. Design excellence can help firms achieve a broad spectrum of new product goals.
Which of the following is most likely to be used in product-use testing? A. A focused prototype B. A comprehensive prototype C. A conceptual prototype D. An ideational prototype
B - Once a comprehensive prototype exists, of course, it can be taken to potential users to be tested in a real usage situation, and improved and refined. This is known as product-use testing.
The process by which a customer's need is developed into a product design is called _____. A. product differentiation B. product architecture C. product positioning D. product validation
B - Product architecture has been described as the process by which a customer need is developed into a product design. This is a critical step in moving toward a product design, as solid architecture improves ultimate product performance, reduces the cost of changing the product once it is in production, and can speed the product to market.
The creation of a solid object directly from a three-dimensional computer model is called _____. A. wire framing B. rapid prototyping C. technological ideation D. assembly design
B - The creation of a solid object directly from a three-dimensional computer model is called rapid prototyping. In just one to three days, a container of liquid can be converted into a hard plastic prototype based on the 3D computer-designed model.
The engineers of a cellphone manufacturing company worked hard on the springs and ball bearings of their cell phones, just to get the sound of the cell phone lid closing right. They knew that a solid "thud" was more attractive to customers than a cheap "click." Identify the factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design. A. Appropriate use of resources B. Emotional appeal C. Maintenance and repair D. Quality of the user interface
B - The factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design is emotional appeal. Industrial designers must also consider tradeoffs among these factors. Bright colors on a phone answering machine may add to its emotional appeal but diminish perceived quality.
With regard to the process of product architecture, the _____ shows the components and functional elements of the product and how they are interconnected. A. prototype B. product schematic C. geometric layout D. product protocol
B - The product schematic shows the components and functional elements of the product and how they are interconnected. Several alternative schematics may be developed and explored at this point.
Derivative products: A. always cost about the same to manufacture as the products they're derived from. B. offer lesser value to users, incur higher costs during development, and put a strain on a company's resources. C. are products based on the same platform as an existing product, but modified in terms of technology or customer need fulfillment. D. are completely original and share no similarities with any of the other products in a firm.
C - Derivative products refer to products based on the same platform as an existing product, but modified incrementally in terms of technology or customer need fulfillment. Depending on how many features are added, the derivative product may cost about the same to manufacture (such as new designs of Swatch watches), or may cost more but offer greater value to the user.
_____ are technical people who convert styling into product dimensions or specifications. A. Industrial mechanists B. Risk incorporators C. Design engineers D. System analysts
C - Design engineers are technical people who convert styling into product dimensions or specifications. Technical people are not devoid of ideas on styling, and stylists are not devoid of thoughts on how the mechanics can work.
The "release" of a comprehensive prototype to potential users for testing in a real usage situation that may support further product improvement is called _____ testing. A. opportunity B. concept C. product-use D. pre-purchase
C - The "release" of a comprehensive prototype to potential users for testing in a real usage situation that may support further product improvement or refinement is called product-use testing.
Artwork Corps' new product team is preparing decorative graphics, a brand name, and a logo for its latest potential product. The team is most likely to be in the _____ stage of new product development. A. product launching B. prototyping C. design consolidation D. concept testing
C - The team is most likely to be in the design consolidation stage of new product development. In this phase, as much detail as possible is fleshed out—including decorative graphics and brand name and logo (if known), since this is typically one of the last evaluation points before a huge amount of financial and human resources are dedicated to the product.
With reference to the product architecture process, the product is arranged in a variety of configurations through simulations, computer-sided designing, or other techniques in order to find the "best" solutions during the process of: A. analyzing interactions between chunks. B. creating the product schematics. C. creating geometric layouts. D. clustering the schematic elements.
C - With reference to the product architecture process, the product is arranged in a variety of configurations through simulations, computer-sided design, or other techniques in order to find the "best" solutions during the process of creating geometric layouts.
Which of the following is a computer-based technology that allows for very efficient product design and development? A. WebEx B. Lotus Notes C. Extensible Markup Language (XML) D. Design for manufacturability (DFM)
D - Design For Manufacturability is a computer-based technology that allows for very efficient product design and development. DFM stands for design for manufacturability.
Chunks (or modules) are defined during which of the following steps of the product architecture process? A. Analyzing interactions between chunks B. Creating the product schematics C. Creating geometric layouts D. Clustering the schematic elements
D - In the product architecture process, chunks (or modules) are defined during the clustering of schematic elements. Interaction among the chunks should be simple so changes can be easily effected, and one should take advantage of manufacturing capabilities wherever possible.
Which of the following statements is true of product design? A. The design of a product should be considered only after the product is about ready to be manufactured. B. In practice, design as a term holds the same meaning for different companies in different industries. C. Firms that are judged to be higher in design effectiveness tend to report lower profits due to R&D expenditure. D. Design can be best described as the synthesis of technology and human needs into manufacturable products.
D - Product design is the synthesis of technology and human needs into manufacturable products. In practice, however, design as a term has many uses. To the car companies, it can mean the styling department. To a container company it means their customer's packaging people. To a manufacturing department it most likely means the engineers who set final product specifications.
Automobile companies often create full-size clay models in order to extract consumer reactions to proposed styling alternatives. Such models would be best described as _____ prototypes. A. across-the-board B. all-inclusive C. comprehensive D. focused
D - Such models would best be described as focused prototypes. Focused prototypes are prototypes that examine a limited number of performance attributes or features.
With reference to the design process, the practice of putting the various individuals or functional areas in close proximity so as to shorten communication lines and increase team cohesion is called _____. A. relocation B. approximation C. resettlement D. colocation
D - With reference to the design process, the practice of putting the various individuals or functional areas in close proximity so as to shorten communication lines and increase team cohesion is called colocation. Colocation helps integrate departments and improve information flow, and also allows the team members to identify and resolve product development problems quicker.
Macolla, a cosmetic manufacturing company, manufactures its latest brand of women's perfume, Ella, in translucent pink bottles. The design engineers believe that the elegant appearance of the perfume bottles will attract more of their target customers. Identify the factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design. A. Quality of the user interface B. Maintenance and repair C. Appropriate use of resources D. Emotional appeal
D- Emotional appeal is the factor that was most likely being considered by the company's engineers when deciding on the appropriateness of the design.
A product design which is developed in collaboration with end users and which captures the voice of the customer is known as a universal design.
FALSE A product design which is developed in close collaboration with end users and which captures the voice of the customer is referred to as user-oriented design. **The role of design in the NP process
By definition, a focused prototype is a fully functioning, full-size product that is essentially complete and ready for examination by potential customers.
FALSE By definition, a comprehensive prototype is a fully functioning, full-size product that is essentially complete and ready for examination by potential customers. Focused prototypes are prototypes that examine a limited number of performance attributes or features. **prototype development
Design for ergonomics is the technique by which products can be taken apart after use for separate recycling of metal, glass, and plastic parts.
FALSE Design for disassembly is the technique by which products can be taken apart after use for separate recycling of metal, glass, and plastic parts. Ergonomics can be defined as studying human characteristics in order to develop appropriate designs **The role of design in the NP process
Ergonomics can be best defined as studying unmet customer needs with the help of perceptual gap mapping.
FALSE Ergonomics can be defined as studying human characteristics in order to develop appropriate designs. An excellent design can play a big role in determining how well a new product will meet the needs of customers, as well as retailers and other stakeholders, and therefore is an important determinant of success **The role of design in the NP process
Excellence in design does not benefit the bottom line of a firm.
FALSE Excellence in design benefits the bottom line of a firm. Firms that are judged to be higher in design effectiveness outperform other firms in return on sales and assets, net incomes, and cash flow, as well as higher stock market returns.
Product design is used to pretty up a product that is about ready to be manufactured.
FALSE Product design is not used to pretty up a product that is about ready to be manufactured. This narrow view of design causes managers to miss the potential that design has to occasionally innovation within the organization - What is design
The role of design in market-driven innovation is to modify the product so that it can accommodate the performance characteristics.
FALSE Technology-driven innovation starts with the technology; the role of design is to modify the product so that it can accommodate the performance characteristics. Market-driven innovation starts with the customer; here, design modifies the product so that it meets customer expectations. -Design-driven innovation
The products based on the same platform as an existing product, but modified incrementally in terms of technology or customer need fulfillment are known as breakthrough products.
FALSE The term "derivative products" refers to products based on the same platform as an existing product, but modified incrementally in terms of technology or customer need fulfillment. Depending on how many features are added, the derivative product may cost about the same to manufacture (such as new designs of Swatch watches), or may cost more but offer greater value to the user. **Architecture
Colocation allows team members to identify and resolve product development problems faster.
TRUE Colocation helps integrate departments and improve information flow, and also allows the team members to identify and resolve product development problems quicker. **Improving the interfaces
Regarding the process of product architecture, if rapid changes are expected in some part of the product, that part should most certainly be made into a chunk.
TRUE If rapid changes are expected in some part of the product, that part should most certainly be made into a chunk. Interaction among the chunks should be simple so changes can be easily effected, and one should take advantage of manufacturing capabilities wherever possible. **Architecture
Most of the problems surrounding design have to do with concurrency, or over-lapping the steps in development.
TRUE Most of the problems surrounding design have to do with concurrency, or over-lapping the steps in development. Several techniques are currently being used to make sure that design is integrated correctly with other functions during the development phase and that the products being designed can be manufactured in a cost-efficient way.** improving the interfaces
On average, up to 80 percent of a product's cost is determined by the time it is designed.
TRUE On average, up to 80 percent of a product's cost is determined by the time it is designed. The idea behind design for manufacturability techniques is that an apparently trivial detail in the design phase might have huge manufacturing cost consequences later on, so manufacturing implications need to be considered early in product design.
Product architecture has been described as the process by which a customer need is developed into a product design.
TRUE Product architecture has been described as the process by which a customer need is developed into a product design. This is a critical step in moving toward a product design, as solid architecture improves ultimate product performance, reduces the cost of changing the product once it is in production, and can speed the product to market. **Architecture
Product designers often use design for manufacturability (DFM) techniques to find ways to minimize manufacturing costs.
TRUE Product designers often use design for manufacturability (DFM) techniques to find ways to minimize manufacturing costs. The idea behind DFM techniques is that an apparently trivial detail in the design phase might have huge manufacturing cost consequences later on, so manufacturing implications need to be considered early in product design. **computer aided design
The best parts of each ideation are combined into a single design in a step called design consolidation.
TRUE The best parts of each ideation are combined into a single design in a step called design consolidation. As much detail as possible is fleshed out at this time—including decorative graphics and brand name and logo (if known), since this is typically one of the last evaluation points before a huge amount of financial and human resources are dedicated to the product. **Industrial design and the...
_____ are technical people who convert styling into product dimensions or specifications. A. Design engineers B. Industrial designers C. Marketing personnel D. Process engineers
a - Design engineers are technical people who convert styling into product dimensions or specifications. Technical people are not devoid of ideas on styling, and stylists are not devoid of thoughts on how the mechanics can work.
