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Chapter 20: Introducing New Market OfferingsGENERAL CONCEPT QUESTIONSMultiple Choice 1.A company can add new products through acquisition or development. The acquisition route can take three forms. The company can buy other companies, it can acquire patents from other companies, or it can buy a _ or _ from another company. a. license/franchiseb.license/receive permissionc.franchise/co-brandd. franchise/acquire rights e.none of the above Answer: aPage: 634Level of difficulty: Medium2.The development route for new products takes two forms. These two forms are _ or it can _.a.new products in its own labs/contract with outside firms b.new products in its own labs/acquire new products from existing companiesc.contract out for new products/acquire new products from existing companiesd.new products in its own labs/introduce existing products as “new” e.none of the above Answer: aPage: 634Level of difficulty: Medium3.New-to-the- world products are _. a.new products that create an entirely new market b.new products that allow a company to enter an established market for the first timec.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: aPage: 634Level of difficulty: Medium4.New product lines are _.a.new products that create an entirely new market b.new products that allow a company to enter an established market for the first timec.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: b Page: 634Level of Difficulty: Medium5. Additions to existing product lines are _. a.new products that create an entirely new market b.new products that allow a company to enter an established market for the first timec.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: c Page: 634Level of Difficulty: Medium6. Improvements and revisions of existing products are _. a.new products that create an entirely new market b.new products that allow a company to enter an established market for the first timec.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: d Page: 634Level of Difficulty: Medium7. Repositionings are _. a.new products that create an entirely new market b.new products that allow a company to enter an established market for the first timec.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: e Page: 634Level of Difficulty: Medium8. Cost reductions are_. a.new products that create an entirely new market b.new products that provide similar performance at lower cotsc.new products that supplement established product lines (package sizes, flavors, and so on)d.new products that provide improved performance or greater perceived value and replace existing productse.existing products that are targeted to new markets or market segments Answer: b Page: 634Level of Difficulty: Medium9. Less than _ of all new products are truly innovative and new to the world. a.15 percent b.20 percentc. 10 percentd.25 percente.40 percent Answer: cPage: 634 Level of difficulty: Easy 10. Most new-product activity is devoted to _ existing products. a. improving b.coordinating c.distributing d.pricing e.marketing Answer: aPage: 634Level of difficulty: Easy11. In an economy of rapid change, continuous innovation is necessary. Most companies _, innovate some innovate occasionally, and a few innovate. continuously. a.rarely b. often c.as needed d.when competition introduces a new improved product e.none of the aboveAnswer: aPage: 635Level of difficulty: Medium 12. Most established companies focus on _ when it comes to innovation.a.incremental innovation b.continuous innovation c.everyday innovation d.demand innovation e.competitive innovation Answer: aPage: 636 Level of difficulty: Medium13.New companies create _ that are cheaper and more likely to alter the competitive space. Established companies can be slow to react or invest in these technologies because they threaten their investment. a.new products b.newer markets c.newer channels of distribution d.disruptive technologies e.none of the above Answer: dPage: 636Level of difficulty: Medium14. New products continue to fail at a disturbing rate. Recent studies put the rate at _ in the United States. a.105 percentb.95 percentc.85 percentd.90 percente.45 percentAnswer: bPage: 636Level of difficulty: Easy15.One of the reasons new products can fail is_. a.lack of marketing expertiseb.government regulations c.poor packaging d.ignoring or misinterpreting market research e.all of the above Answer: dPage: 636Level of difficulty: Medium16.Besides the lack of marketing expertise, another reason why new products fail is due to _. a.lack of marketing expertiseb.high development costsc.poor packaging d.government regulations e.all of the above Answer: bPage: 636Level of difficulty: Medium17.Another reason why new products fail at such a high rate is _ a.incorrect positioning b. lack of marketing expertisec.poor packaging d.government regulations e.all of the above Answer: aPage: 636Level of difficulty: Medium18. New products fail for many reasons. One of the causes of new product failure is _. a.lack of marketing expertiseb.ineffective advertising or wrong price c.poor packaging d.government regulations e.all of the above Answer: bPage: 636Level of difficulty: Medium19. One of the reasons new products fail at a 95 percent rate is due to _.a.lack of marketing expertiseb.poor packaging c.insufficient distribution support d.government regulations e.all of the above Answer: cPage: 636Level of difficulty: Medium20. One of the reasons new products fail is _.a.lack of marketing expertiseb.competitors who fight back hard c.poor packaging d.government regulations e.all of the above Answer: bPage: 636Level of difficulty: Medium21.Several factors hinder new-product development include _. a.cost of development b.fragmented markets c.shortage of important ideas in certain areas d.capital shortages e.all of the above Answer: ePage: 636Level of difficulty: Medium22.Two factors that contribute to a successful new product are _ and _. a.a unique superior product/well-defined product conceptb.marketing departments that have expertise in new products/well-defined product concept c. a firm with “deep pockets”/average product d. a firm with “deep pockets”/strong marketing team e. none of the above Answer: aPage: 637Level of difficulty: Medium23.Once a company has carefully segmented the market, chosen its target customers, identified their needs, and determined its market positioning, it is better able to develop new products. Many companies today use _ to design new products. a.customer-driven engineering b. reverse engineering c.corporate-competency engineering d.trial and errore.none of the above Answer: aPage: 637 Level of difficulty: Medium24.Many companies assign responsibility for new-product ideas to _. a.vice presidents b.product managers c.functional experts d.R&D personnel e.special “skunk” works personnel Answer: bPage: 639Level of difficulty: Easy25._ is(are) a cross-functional group charged with developing a specific product or business. a.Contract manufacturingb.A venture team c.New product managers d.Product managers e.none of the above Answer: bPage: 639 Level of difficulty: Medium26.To bring new products to market, some companies have assigned responsibility to new-product managers, new-product departments, and high-level management committees. These would all be examples of _. a.product organizations within firmsb.marketing organizationsc.existing-product marketing organizationsd. new-product development organizations within firms e. none of the above Answer: dPage: 639 Level of difficulty: Easy27.3M, Hewlett-Packard, Lego, and other companies use the _ to manage the innovation process. a.stage-gate system b.joint- venture system c. new product “team” d.venture team e.skunk works Answer: aPage: 639 Level of difficulty: Medium28.The new-product development process starts with the search for _. a.new concepts b.products that can be improved upon c.overseas products d.ideas e.strategy Answer: dPage: 640 Level of difficulty: Easy 29.New product ideas can come from interacting with various groups and from using _. a.marketing resources b.financial resources c.groups d.test subjects e.creativity-generating techniques Answer: ePages: 640641Level of difficulty: Medium30.Ideas for new products can come from many sources, such as customers, scientists, competitors, employees, channel members, and _.a.consumers b.brand management c. top management d. users of the new producte.current users of the companys products Answer: cPage: 641Level of difficulty: Easy31. One-on-one interviews and _ discussions can explore product needs and reactions. a.focus groupb.strategic groupc. customer relationship group d.management e.advertising agency Answer: aPage: 641Level of difficulty: Medium32.Technical companies can learn a great deal by studying customers how make the most advanced use of the companys products and who recognize the need for _ before other customers do. a.changes b.improvements c.deletions d.management interaction e.marketing programs Answer: bPage: 641Level of difficulty: Easy 33.Employees can be a source of ideas for improving _, products and services. Toyota claims its employees submit 2 million ideas annually, over 85 percent of which are implemented. a.productionb.marketingc.advertisingd.revenuee.customer relations Answer: aPage: 641 Level of difficulty: Medium34. Company _ and intermediaries are a particular good source of ideas. These groups have firsthand exposure to customers and area often the first to learn about competitive developments. a.marketing departments b.competitors c.sales representatives d.top management e.customers Answer: cPage: 641 Level of difficulty: Easy35.A company should motivate its employees to submit new ideas to a(n) _ whose name and phone number are widely circulated. a.idea manager b.senior product manager c.creative manager d.advertising manager e.top management Answer: aPage: 643Level of difficulty: Easy36.A _ occurs when the company dismisses an otherwise good idea. a.product failureb.brand failurec.dual errord.DROP-error e.GO-error Answer: dPage: 643 Level of difficulty: Medium37.A _ occurs when the company permits a poor idea to move into development and commercialization.a. dual error b.brand failurec.GO-error d.DROP-error e.product error Answer: cPage: 643 Level of difficulty: Medium38. A(n) _ failure loses money when its sales do not cover variable costs. a.strategic product b.market product c.absolute product d.relative product e.transfer product Answer: cPage: 643 Level of difficulty: Medium39.A _ loses money, but its sales cover all its variable costs and some of the fixed costs. a. strategic product failure b.market product failurec.partial product failure d.relative product failure e.transfer product failure Answer: cPage: 643 Level of difficulty: Medium40.A _ yields a profit that is less than the companys target rate of return. a. strategic product failureb.market product failurec.absolute product failured.relative product failuree.transfer product failure Answer: dPage: 643Level of difficulty: Medium41.Attractive ideas must be refined into testable product concepts. A _ is a possible product the company might offer to the market. a.test brand b.“alpha” product c.“beta” version d.product idea e.product concept Answer: dPage: 645 Level of difficulty: Medium42.A _ is an elaborated version of the idea expressed in consumer terms. a. test brand b.“alpha” product c.“beta” version d.product idea e.product concept Answer: ePage: 645 Level of difficulty: Medium 43.Consumer preferences for alternative product concepts can be measured through _, a method for deriving the utility values that consumers attach to varying levels of a products attributes. a. marketing strategy b. marketing research c.gap level d.conjoint analysis e.purchase intentions Answer: dPage: 646 Level of difficulty: Easy 44. In the past, creating physical prototypes was costly and time-consuming, but computer-aided design and manufacturing programs have changed that. Today firms can use _ to design products on a computer, and then produce plastic models of each. a.computer aided design b.rapid prototyping c.model making d.perceived reality e.none of the above Answer: bPage: 646 Level of difficulty: Medium45.Total estimated sales are the sum of estimated first-time sales, replacement sales, and _ for the new product. a.repeat sales b.one-time purchases c.infrequently purchased items d.consumer products e.industrial use products Answer: aPage: 649 Level of difficulty: Medium46. In estimating sales, the managers first task is to estimate first-time purchases of the new product in each period. To estimate replacement sales, management has to research the products _that is, the number of units that fail in year one, two, three, and so on. The low end of the distribution indicates when the first replacement sales will take place. a.survival-age distribution b.distribution c.obsolescence d.product failure e.product-performance usage Answer: aPage: 649 Level of difficulty: Medium47. Companies use financial measures to evaluate the merit of a new-product proposal. The simplest to use is called _ , in which management estimates how many units of the product the company would have to sell to break even with the given price and cost structure. a.conjoint analysis b.risk analysis c.regression analysis d.ANOVA analysis e.breakeven analysis Answer: ePage: 651 Level of difficulty: Easy 48. The job of translating target customer requirements into a working prototype is helped by a set of methods known as _. a.quality function deployment (QFD)b. quality control processes (QFP)c. R&D d. marketing control e. none of the aboveAnswer: aPage: 651Level of difficulty: Hard 49. The methodology of quality function deployment takes the list of desired _ generated by market research and turns them into a list of _ that the engineers can use. a.customer attributes/engineering mandates b.consumer attributes/environmental attributes c.customer attributes/engineering attributes d.consumer attributes/engineering specifications e.none of the above Answer: bPage: 651Level of difficulty: Medium50. When prototypes are ready, the must be put through rigorous functional tests and _. a.consumer behaviorb. customer tests c.internal tests d.marketing department testing e. lab testing Answer: bPage: 652 Level of difficulty: Easy51. The _ method asks the consumer to rank three items in order of preference. a.rank-order b.paired-comparisonsc.monadic-rating d.alpha-ranking e.beta-ranking Answer: aPage: 652Level of difficulty: Hard52. The _ method calls for presenting pairs of items and asking the consumer which one is preferred in each pair. People find it easy to state their preferences between two items, and this method allows the consumer to focus on the tow items, noting their differences and similarities. a.rank-orderb. paired-comparison c. monadic-rating d. alpha-testinge. beta-testing Answer: bPage: 652Level of difficulty: Medium53. The _ method asks the consumer to rate liking of each product on a scale. By using this method, we can derive the individuals preference order and even know the qualitative levels of the persons preference for each and the rough distance between preferences. a. paired-comparison b. rank-orderc. monadic-rating d. alpha-testing e. beta-testing Answer: cPage: 652Level of difficulty: Hard54. In consumer-goods market testing, the company seeks to estimate four variables. These four variables are: trial, first repeat, adoption, and _.a.money back guarantee b.price c.purchase frequency d.usage e.preferences Answer: cPage: 654Level of difficulty: Easy 55. A(n) _ is any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is new to the person who sees it as such. a.product b.innovation c.new idea d.creative product e.none of the above Answer: bPage: 659 Level of difficulty: Easy 56. Adopters of new products move through five stages. These stages begin with stage one _, and follow with interest, evaluation, trial, and adoption. a.awareness b.adoption c.innovation d.diffusion process e.none of the above Answer: aPage: 659 Level of difficulty: Easy 57.The innovation diffusion process has been defined by Rogers as “the spread of a new idea from its source of invention or creation to its ultimate users or adopters.” The consumer-adoption process focuses on the _ process through which an individual passes from first hearing about an innovation to final adoption. a.mental b.physical c.evaluation d.critical path e.management Answer: aPage: 659 Level of difficulty: Hard 58. Five characteristics that influence the rate of adoption of an innovation. The first one is _. a.marketing expertiseb.relative advantage c.packaging d.government regulations e.all of the above Answer: bPage: 660Level of dif
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