Marketing Final Exam

Or solve a problem as possible without considering

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Unformatted text preview: t modification c. marketing development d. product development e. correlation analysis ANS: D Product development is a marketing strategy that entails the creation of marketable new products. PTS: 1 REF: 174 OBJ: 11-2 KEY: CB&E Model Product | CB&E Model Strategy TOP: AACSB Technology MSC: BLOOMS Knowledge 21. _____ is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas. a. New-product brain dumping b. Screening c. A focus group interview d. Brainstorming e. Diffusion ANS: D The goal of brainstorming is to get a group to think of unlimited ways to vary a product or solve a problem, no matter how ridiculous it may seem. PTS: 1 REF: 174 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 22. Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week after the compound was invented, a group of the firm’s employees got together and listed ways the product might be used. This is an example of: a. focusing grouping b. brainstorming c. concept testing d. venture group activities e. screening ANS: B Brainstorming is a process where a group thinks of as many ways to vary a product or solve a problem. PTS: 1 REF: 174 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 23. The same manufacturer produces Hanes, Playtex, and Bali clothing for women. This manufacturer assembled a group of nine regular customers and asked them to discuss what they like and do not like about its current product line for full-figured women and to suggest newproduct ideas, such as jewelry, wide shoes, and belts. The manufacturer used a research technique called a: a. focus group b. brainstorming session c. buying center d. product-review committee e. venture team ANS: A An objective of focus group interviews is to stimulate insightful comments through group interaction. PTS: 1 Thinking REF: 174 OBJ: 11-2 TOP: AACSB Reflective KEY: CB&E Model Product | CB&E Model Research MSC: BLOOMS Application 24. Which of the following stages of the new-product development process is the first filter, which serves to eliminate new-product ideas that are inconsistent with the organization’s new-product strategy or are obviously inappropriate for some other reason? a. Applied diffusion b. Introductory diffusion c. Business analysis d. Test marketing e. Idea screening ANS: E Most new-product ideas are rejected at this stage, called the idea screening stage. PTS: 1 REF: 174-175 OBJ: 11-2 Thinking KEY: CB&E Model Product | CB&E Model Research TOP: AACSB Reflective MSC: BLOOMS Knowledge 25. At what stage of the new-product development process are most new-product ideas rejected? a. Test marketing b. Diffusion c. Business analysis d. Idea screening e. Idea generation ANS: D Screening is the stage when the bulk of the ideas are rejected for being incompatible...
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