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View Attempt 1 of 3 Title: MAR 3023 Quiz04 Started: February 24, 2008 4:00 PM Submitted: February 24, 2008 4:09 PM Time spent: 00:08:44 Total score: 5/10 = 50% Total score adjusted by 0.0 Maximum possible score: 10 1. At Mattel, initial versions of new products are child-tested in special testing playgrounds during the _____ stage of the new-product process. Student Response Value Correct Answer Feedback A. new-product strategy 0% B. business analysis 0% C. market testing 0% D. screening and evaluation 0% Screening and evaluation is the stage of the new-product process that involves internal and external evaluations of the new-product ideas to eliminate those that warrant no further effort. E. prototype development 100% General Feedback: Lecture page 57 A) This is the first step in the new-product process, and it involves defining the role for the new product in terms of the firms overall corporate objectives. B) Business analysis is the stage of the new product process that involves specifying the product features and marketing strategy and making necessary financial projections needed to commercialize a product. C) Market testing is the stage of the new-product process that involves exposing actual products to prospective consumers under realistic purchase condition to see if they will buy. D) Screening and evaluation is the stage of the new-product process that involves internal and external evaluations of the new-product ideas to eliminate those that warrant no further effort. E) Prototype development involves building a prototype and conducting tests with the actual product. By using special testing playgrounds and observing children use the product, Mattel is demonstrating the prototype development stage. They have not yet opened the product to market testing at this stage. It is imperative to work out any problems now since market testing is very expensive. Score: 0/1 2.... View Full Document

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