p 257 Idea generation refers to A the stage of the new product process when

P 257 idea generation refers to a the stage of the

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(p. 257)Idea generation refers to A. the stage of the new-product process when concepts are converted to prototypes.B.the stage of the new-product process that develops a pool of concepts as candidates for new-products.C. the stage of the new-product process where possible promotional campaigns and advertising themes are generated.D. information collected through extensive market research that contains raw data but that has not yet been analyzed for results.E. the discussion and decision of which market segments will be selected as target markets.Key term definition—idea generationAACSB: 3LL: 1Learning Objective: 10-05 Explain the purposes of each step of the new-product process10-176
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Chapter 10 - Developing New Products and Services198.(p. 257)Developing a pool of concepts as candidates for new-products is the __________ stage of the new-product process. A. proactive production strategyB. screening and evaluationC. product developmentD. new-product strategy developmentE.idea generationKey term definition—idea generationAACSB: 3LL: 1Learning Objective: 10-05 Explain the purposes of each step of the new-product process199.(p. 257)Idea generation is the stage in the new product process that A.develops a pool of concepts as candidates for new-products screening and evaluation.B. selects a single concept and scrutinizes it for all potential benefits and flaws.C. separates ideas into two categories: consumer generated and organization generated.D. requires the organization to perform a SWOT analysis and an environmental scan.E. establishes a list of all departments, manufacturers, distributors, and ancillary experts who would ultimately have a stake in a product's development.Key term definition—idea generationAACSB: 3LL: 2Learning Objective: 10-05 Explain the purposes of each step of the new-product process10-177
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Chapter 10 - Developing New Products and Services200.(p. 257)Many forward-looking companies have discovered that their own organization is not generating enough useful new-product ideas. This has led to finding and executing creative new product ideas by developing strategic relationships with outside individuals and organizations referred to as __________. A. innovation alliancesB.open innovationC. open collaborationD. "piggy-back thinking"E. patent alliancesMany forward-looking companies have discovered their own organization is not generating enough useful new-product ideas. This has led to open innovation, an organization's finding and executing creative new product ideas by developing strategic relationships with outside individuals and organizations.AACSB: 3LL: 2Learning Objective: 10-05 Explain the purposes of each step of the new-product process201.(p. 257)Assume that, as marketing director for Mazda, you see your sales decreasing in the years since the Honda Pilot with four-wheel drive was introduced. If you hope to regain sales in this market quickly through a new-product action, the most valuable sources of ideas would likely be A. consumer suggestions.
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  • Spring '08
  • YENIYURT
  • Marketing, new products, Developing New Products and Services

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