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Marketing Final Exam

The organizations new product strategy this is called

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Unformatted text preview: or impractical. PTS: 1 REF: 174-175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 26. After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogenated oils that tastes the same but has zero trans fat, the company formed a committee to analyze whether the product ideas were consistent with the organization’s new-product strategy. This is called: a. business analysis b. diffusion c. idea screening d. test marketing e. idea generation ANS: C Idea screening is the first filter in the product development process. It serves to eliminate new product ideas that are inconsistent with the organization’s new-product strategy. PTS: 1 REF: 174-175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 27. Top managers at a commercial real estate firm that specializes in site location and installation of cell phone towers considered providing the same service for windmill location and installation but decided this was not within the company’s corporate mission. Which stage of the new-product development process was reached? a. Development b. Idea generation c. Idea screening d. Business analysis e. Customer testing ANS: C Screening involves rejecting products that don’t fit with company plans. PTS: 1 REF: 174-175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 28. A European dairy that is famous for its rich ice creams has introduced basil-, tomato-, fennel-, and oregano-flavored ice creams. In the process of developing these new flavors, the dairy surveyed world-famous chefs to determine which nontraditional flavors had the greatest level of marketability. This survey would have happened during which stage of the product development process? a. Concept testing b. Brainstorming c. Basic research d. Idea screening e. Applied research ANS: D The idea screening stage eliminates ideas that are inconsistent with the organization’s newproduct strategy or are obviously inappropriate for some other reason. PTS: 1 REF: 174-175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 29. The screening and concept testing stage of the new-product development process is used to: a. eliminate undesirable ideas and predict consumer acceptance b. refine the promotion campaign to be used with the new product c. determine the potential profits to be gained from the new product d. determine how long the test market should be run e. generate new-product ideas ANS: A Concept tests involve describing the product idea to consumers, usually before any prototype has been created, and asking for their evaluations. PTS: 1 REF: 175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 30. _____ evaluate new-product ideas usually before any prototype has been created. a. Concept tests b. Simulated market tests c. Market...
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