Erin Walker
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MKT20024 study questions - multiple choice

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Erin Walker
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Product & Service Innovation Management Exam Revision

Questão 1 de 70

1

With reference to the new products process, a firm adopts the ready—fire—aim approach when it:

Selecione uma das seguintes:

  • does not do the required homework before beginning development

  • lacks senior management support

  • chases a moving target

  • does not pay enough attention to quality

Explicação

Questão 2 de 70

1

According to the latest Comparative Performance Assessment Study (CPAS), in comparison to the Rest, Best companies are:

Selecione uma das seguintes:

  • less likely to rely on online communities for information gathering

  • more likely to employ informal processes for selecting which concepts to develop

  • less likely to rely on portfolio analysis for product selection

  • more likely to use tradeoff analysis

Explicação

Questão 3 de 70

1

Which of the following firms will have the most effective worldwide new product programs?

Selecione uma das seguintes:

  • Firms that use quality circles

  • Firms that have implemented total quality management

  • Firms that follow a global innovation culture

  • Firms that are leaders in their respective industries

Explicação

Questão 4 de 70

1

Firms with a global innovation culture:

Selecione uma das seguintes:

  • can better manage the R&D tasks associated with the new products process

  • are unwary of the differences in customer needs and preferences

  • have a disadvantage in implementing global launches

  • are only open to domestic markets

Explicação

Questão 5 de 70

1

Rules of thumb that firms have found that work for them can be referred to as:

Selecione uma das seguintes:

  • syntaxes

  • heuristics

  • synergies

  • charters

Explicação

Questão 6 de 70

1

New-to-the-firm products:

Selecione uma das seguintes:

  • are new to a company, but are not new to the world

  • most likely require consumer learning

  • most likely involve the incorporation of a very new technology

  • tend to revolutionize existing product categories

Explicação

Questão 7 de 70

1

_____ are also known as "flanker" brands.

Selecione uma das seguintes:

  • Improvised products

  • Line extensions

  • Repositionings

  • New-to-the-world products

Explicação

Questão 8 de 70

1

Ace Corporation is a manufacturer of powder and liquid dishwashing detergents. Owing to popular demand, the company introduces a single-load, scented, gel detergent encased in water-soluble bags designed to fit dishwasher detergent trays. The firm's new product is best described as a(n):

Selecione uma das seguintes:

  • new-to-the-world product

  • repositioned product

  • improvised product

  • line extension

Explicação

Questão 9 de 70

1

Luminos Co., a popular manufacturer of kitchen appliances, decides to enter the manufacturing sector of crockery and dinnerware. It markets a line of dinnerware, Illuminia, for the first time in its history. Its dinnerware will most likely fall into which of the following new product categories?

Selecione uma das seguintes:

  • New-to-the-world products

  • Line extensions

  • Product improvements

  • New-to-the-firm products

Explicação

Questão 10 de 70

1

Which of the following is the first phase in the basic new products process?

Selecione uma das seguintes:

  • Product development

  • Concept ideation and generation

  • Opportunity identification and selection

  • Project evaluation

Explicação

Questão 11 de 70

1

The _____ comes into play once an opportunity is approved, and managers turn to various techniques to guide new product people in exploiting it.

Selecione uma das seguintes:

  • Product Innovation Charter (PIC)

  • Concept Novelty Copyright (CNC)

  • Concept Ideation Rule (CIR)

  • Product Development Mandate (PMC)

Explicação

Questão 12 de 70

1

In which of the following phases of the new products process is the first formal type of assessment done on new product concepts with regard to financial, technical, and marketing criteria?

Selecione uma das seguintes:

  • Concept or project evaluation phase

  • Product development phase

  • Product launch phase

  • Concept generation phase

Explicação

Questão 13 de 70

1

When evaluating a new product proposal, a(n) _____ is used to see what potential consumers think about the idea.

Selecione uma das seguintes:

  • utility test

  • feasibility analysis

  • concept test

  • construct validity analysis

Explicação

Questão 14 de 70

1

Project evaluation involves preparing a statement of what is wanted from the new product, and this statement is called the:

Selecione uma das seguintes:

  • product concept.

  • product protocol.

  • product prototype

  • product innovation charter.

Explicação

Questão 15 de 70

1

Brew & More, a popular beverage manufacturer, produces and sells a popular mint flavored drink called Mintz. A new competitor enters the market and offers a similar mint-based drink that's suited for consumers on diet. This company offers its products at a much lower price. Brew & More calls for a line extension to meet the encroachment of its new competitor in its annual marketing plan. Identify the stream of activity that feeds strategic planning for new products in this scenario.

Selecione uma das seguintes:

  • Special opportunity analysis

  • Ongoing corporate planning

  • Ongoing marketing planning

  • Distribution channel planning

Explicação

Questão 16 de 70

1

Acron Co.'s new products team is engaged in the new products process. The members of the team select a high potential opportunity and begin creating new product ideas by identifying problems businesses or people have and suggesting solutions to them. Which of the following phases of the new products process will the team enter next?

Selecione uma das seguintes:

  • The product development phase

  • The product launch phase

  • The concept generation phase

  • The concept or project evaluation phase

Explicação

Questão 17 de 70

1

George, the marketing manager of Axil Bicycles, discovers that the company's current market is becoming stagnant and the product life cycle is far past the dynamic growth stage. George also learns that Axil's competitor, Kinetixyles, is developing an innovative new bicycle with novel features. George thus proposes that Axil Bicycles should also come up with a new product, equipped with superior features. Which of the following types of opportunities is identified here?

Selecione uma das seguintes:

  • An underutilized resource

  • A new resource

  • An external mandate

  • An internal mandate

Explicação

Questão 18 de 70

1

Selecione da lista do Menu para completar o texto.

An example of an internal mandate is the ( product innovation gap, quality gap, assessment gap, performance gap ), which tends to increase the discrepancy between a firm‘s current sales and the target sales established during long-range planning.

Explicação

Questão 19 de 70

1

Designing and validating the production process for the best prototype takes place during the phase of the new products process.

Arraste e solte para completar o texto.

    development
    concept generation
    launch
    project evaluation

Explicação

Questão 20 de 70

1

In the context of the new products process, which of the following best defines a full screen?

Selecione uma das seguintes:

  • It refers to unsolicited ideas for concept generation that pour in through spam mails

  • It refers to the formal type of evaluation where all views are evaluated using a scoring model

  • It refers to a set of ideation tools that can be used to generate new concepts

  • It refers to a comprehensive business analysis that is conducted before idea generation

Explicação

Questão 21 de 70

1

Selecione da lista do Menu para completar o texto.

Ace Corporation, a software development firm, used a standard set of subcomponents for all its multimedia products. Ace is using a ( product platform, channel platform, category platform, brand platform ).

Explicação

Questão 22 de 70

1

Which of the following is true of product planning?

Selecione uma das seguintes:

  • If customers differ in their preferences, firms will often resort to a platform strategy

  • Firms that take a domestic approach to new products, on average, do better than those that develop products for multinational markets

  • If customer needs are very different; one way is to sell a global product that does not scale economies

  • Firms adopt a "global" strategy to use several platforms to provide a single product across multinational markets

Explicação

Questão 23 de 70

1

are widely used and tend to be billion-dollar assets personally driven by CEOs

Arraste e solte para completar o texto.

    Brand platforms
    Product platforms
    Category platforms
    Channel platforms

Explicação

Questão 24 de 70

1

Many futurists advocate studying the emerging trends in society and deriving product opportunities from them. A team of experts from the consulting firm Social Technologies identified six important and provocative modern trends. One of these trends is "The transparent self." Which of the following observations is primarily associated with this trend?

Selecione uma das seguintes:

  • There is more information about consumers available to product managers now than ever before

  • People like making spur-of-the-moment decisions based on real-time information

  • People can sense their environment better now than ever before; what might be "too much information" for some might be essential information for others

  • As more people become accustomed to virtual spaces, the boundary between these and the real world will become increasingly blurred

Explicação

Questão 25 de 70

1

Selecione da lista do Menu para completar o texto.

A manufacturer of ice creams introduces a new mint and lime flavored ice cream. According to the product/market matrix, the amount of innovativeness risk that the firm brings with this new flavor would be ( low, high, medium, dangerous ).

Explicação

Questão 26 de 70

1

Which of the following statements is true of a product innovation charter (PIC)?

Selecione uma das seguintes:

  • It is typically prepared by middle-level managers

  • It is designed to provide guidance to the business units on the role of innovation

  • It reminds us that the new product strategy is primarily for processes and other activities

  • It can be thought of as a kind of vision statement that is applied at macro level

Explicação

Questão 27 de 70

1

Which of the following, if implemented, will most likely ensure that the product innovation charter (PIC) is effective?

Selecione uma das seguintes:

  • A PIC strategized toward processes rather than products

  • A PIC developed exclusively by specific teams rather than cross-functional teams

  • A PIC prepared by senior management to define the role and scope of innovation

  • A PIC that is relatively different from a mission statement

Explicação

Questão 28 de 70

1

Any "rules of the road" requirements imposed by a situation or by upper management form a part of the section of a PIC.

Arraste e solte para completar o texto.

    background
    guidelines
    focus
    goals-objectives

Explicação

Questão 29 de 70

1

Selecione da lista do Menu para completar o texto.

The best new product ideas are based on ( channel desires, manufacturing efficiencies, profit goals, customer problems ), which serve as the heart of the concept generation process.

Explicação

Questão 30 de 70

1

Which timing strategy is very demanding, because a firm following this strategy has to make the decision to enter the market before the innovator is successful or has even come to market?

Selecione uma das seguintes:

  • Slower entry

  • Quick second

  • First entry

  • Late entry

Explicação

Questão 31 de 70

1

Identify the activity that takes place during the phase of "preparing a firm for ideation."

Selecione uma das seguintes:

  • Collecting concepts from internal sources

  • Establishing a nucleus for the screening stages

  • Offering possible solutions

  • Conducting an in-depth analysis of markets

Explicação

Questão 32 de 70

1

Creative people tend to be creative throughout their lives and never become uncreative.

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 33 de 70

1

The MBTI Creativity Index uses an individual's to assess his or her creativity

Arraste e solte para completar o texto.

    general knowledge
    numerical ability
    personality scores
    intelligence quotient

Explicação

Questão 34 de 70

1

Rex is the general manager of the New Way Hotel. Whenever an employee comes up to Rex with a new idea, he listens patiently, cites all of the advantages of the new idea and then addresses the negatives, but only in a constructive mode. Identify the technique being used by Rex to encourage creativity.

Selecione uma das seguintes:

  • Accentuating the positive

  • Itemized response

  • Creative abrasion

  • Social cohesion

Explicação

Questão 35 de 70

1

Prior to proceeding with development of a new product, a group of technical people and intended customers will review a statement to assess its potential.

Arraste e solte para completar o texto.

    product input
    product potential
    product process
    product concept

Explicação

Questão 36 de 70

1

In the context of obtaining product ideas, open idea solicitation is known as:

Selecione uma das seguintes:

  • crowdsourcing

  • skimming

  • market penetration

  • shoulder surfing

Explicação

Questão 37 de 70

1

Selecione da lista do Menu para completar o texto.

( Resellers, Vendors, Lead users, Inventors ) are those customers that are sought by a firm for eliciting new product ideas, since they have been associated with a significant current trend.

Explicação

Questão 38 de 70

1

The objective of a firm using open innovation is to:

Selecione uma das seguintes:

  • completely outsource its R&D

  • to reach out beyond its familiar research partners and to access R&D carried out globally

  • allow for inputs purely from external sources by keeping the internal sources on hold for a later point in time

  • get tolerant to some aberrations and thereby allow innovation at the cost of rule violations

Explicação

Questão 39 de 70

1

One of the complicated issues a firm must manage in an open innovation policy is:

Selecione uma das seguintes:

  • complete outsourcing of a company's R&D

  • top management support

  • intellectual property protection

  • restrict the knowhow a company develops internally

Explicação

Questão 40 de 70

1

Identify the correct statement with regard to end users as a source of ready-made new product concepts.

Selecione uma das seguintes:

  • They are most likely to generate modest product improvements rather than new-to-the-world products

  • A typical end-user is more likely to come up with ideas that are easily developed into real products

  • The role of an end user is independent of the industry and does not vary across industries

  • A customer-designed product cannot be directly transferred to manufacturing or production

Explicação

Questão 41 de 70

1

Which of the following is the reason that one can telescope the product development process into shorter periods of time?

Selecione uma das seguintes:

  • The development process always proceeds in a step by step manner

  • The development process begins after the initial prototypes are generated

  • A product and its marketing plan are evaluated as separate and divisible pieces

  • A cross-functional team works on the development process

Explicação

Questão 42 de 70

1

The very first evaluation in the product development process usually:

Selecione uma das seguintes:

  • occurs after a product idea has been developed

  • precedes the product concept

  • follows the development of a prototype

  • follows the product launch

Explicação

Questão 43 de 70

1

During the concept generation phase of the basic new products process, the goal of product evaluation is to:

Selecione uma das seguintes:

  • chart out the PIC

  • cull out the big/sure losers

  • conduct protocol checks and prototype tests

  • speculate sale in retrospect

Explicação

Questão 44 de 70

1

A is an evaluation technique that tells one whether he or she is ready to develop a product for serious field testing

Arraste e solte para completar o texto.

    speculative sale
    scoring model
    protocol check
    full screen test

Explicação

Questão 45 de 70

1

Which of the following statements is true of the cumulative expenditure curve?

Selecione uma das seguintes:

  • The early expenditures curve initially slopes downward and then starts sloping upward

  • The late expenditures curve is representative of product development in technical fields such as optics

  • The late expenditures curve initially slopes upward and then starts sloping downward

  • The early expenditures curve is representative of product development in technical fields

Explicação

Questão 46 de 70

1

Selecione da lista do Menu para completar o texto.

According to the risk/payoff matrix, during the phase of concept/project evaluation of the new products process, a ( drop, decay, launch, development ) error occurs when a winning product is discarded.

Explicação

Questão 47 de 70

1

In which of the following risk strategies is risk reduced to an acceptable, threshold level, perhaps through redesigning a product to include more backup systems or increasing product reliability?

Selecione uma das seguintes:

  • Mitigation

  • Avoidance

  • Passive acceptance

  • Transfer

Explicação

Questão 48 de 70

1

In the new product evaluation process, everything in new product work should be keyed to a Go/No Go decision

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 49 de 70

1

In a new product development project that is evaluated with the help of rolling evaluation, participants avoid mindsets of good and bad about the project

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 50 de 70

1

In the case of the A-T-A-R model, R stands for .

Arraste e solte para completar o texto.

    rate
    repeat
    region
    response

Explicação

Questão 51 de 70

1

Which of the following is true of market-driven innovation?

Selecione uma das seguintes:

  • The main purpose of design in market-driven innovation is to modify the product so that it meets customer expectations.

  • In market-driven innovation, new meanings and new technologies are pushed forth

  • In market-driven innovation, design is of primary importance, and it takes on the leadership role

  • The main role of design in market-driven innovation is to modify the product so that it can accommodate the performance characteristics

Explicação

Questão 52 de 70

1

Selecione da lista do Menu para completar o texto.

( Universal, Exclusive, Individualistic, Unique ) design is the term sometimes used to mean the design of products to be usable by anyone regardless of age or ability.

Explicação

Questão 53 de 70

1

DarkBerry Inc., a cellphone manufacturer, manufactures products that share common design features that make them unique, yet at the same time familiar. All of DarkBerry's cellphones have a sleek appearance and an elegant design. DarkBerry's products can be best described as being designed:

Selecione uma das seguintes:

  • for the environment

  • to build or support corporate identity

  • for ease of manufacture

  • for price promotion

Explicação

Questão 54 de 70

1

The process by which a customer's need is developed into a product design is called .

Arraste e solte para completar o texto.

    product differentiation
    product architecture
    product positioning
    product validation

Explicação

Questão 55 de 70

1

Chunks (or modules) are defined during which of the following steps of the product architecture process?

Selecione uma das seguintes:

  • Analyzing interactions between chunks

  • Creating the product schematics

  • Creating geometric layouts

  • Clustering the schematic elements

Explicação

Questão 56 de 70

1

Flyto Co., a Japanese automobile manufacturing company, recently introduced two new car models in America. These models were developed using the same platform as one of Flyto's existing models, but were modified incrementally in terms of technology. Flyto's latest products are examples of:

Selecione uma das seguintes:

  • breakthrough products

  • derivative products

  • counterfeit products

  • innovative products

Explicação

Questão 57 de 70

1

Selecione da lista do Menu para completar o texto.

Artwork Corps' new product team is preparing decorative graphics, a brand name, and a logo for its latest potential product. The team is most likely to be in the ( product launching, prototyping, design consolidation, concept testing ) stage of new product development.

Explicação

Questão 58 de 70

1

Which of the following is most likely to be used in product-use testing?

Selecione uma das seguintes:

  • A focused prototype

  • A comprehensive prototype

  • A conceptual prototype

  • An ideational prototype

Explicação

Questão 59 de 70

1

are technical people who convert styling into product dimensions or specifications.

Arraste e solte para completar o texto.

    Industrial designers
    Marketing personnel
    Design engineers
    Process engineers

Explicação

Questão 60 de 70

1

Colocation helps integrate departments

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 61 de 70

1

Selecione da lista do Menu para completar o texto.

If a firm decides to be very aggressive at the time of launching a new product, it is an example of a(n) ( platform decision, action decision, tactical decision, operational decision ).

Explicação

Questão 62 de 70

1

Which of the following metrics is used to assess the financial performance of individual products?

Selecione uma das seguintes:

  • Customer satisfaction

  • Competitive effect

  • Profitability

  • Market share

Explicação

Questão 63 de 70

1

Which of the following is a product level performance measure used for individual products?

Selecione uma das seguintes:

  • Market share

  • Unit volume

  • Product use

  • Time to launch

Explicação

Questão 64 de 70

1

For a new product entry or line addition in an established market, the emphasis is on stimulation of:

Selecione uma das seguintes:

  • trial purchase, which is a precursor to adoption

  • joint demand for the new product as well as an existing product

  • repeat purchases for an existing product

  • derived demand for the new product as well as an existing product

Explicação

Questão 65 de 70

1

Selecione da lista do Menu para completar o texto.

Gloria, a marketing manager at Big Three Inc., is preparing for the launch of a new product. The company's top management wants to keep its spending strategy low key. To convince the top management that the new product needs an aggressive entry, Gloria should promote the marketing cost associated with the launch as a(n) ( tariff, expense, investment, liability ).

Explicação

Questão 66 de 70

1

information in combination with brand perceptions can be very helpful in developing a product positioning strategy.

Arraste e solte para completar o texto.

    End-use segment
    Geographic segment
    Demographic segment
    Benefit segment

Explicação

Questão 67 de 70

1

Leo Burnett advertising agency uses scanner data to cluster food buyers into six groups. Which of these groups consists of people who buy all major brands, always on deals?

Selecione uma das seguintes:

  • Loyalists

  • Price-driven

  • Light users

  • Rotators

Explicação

Questão 68 de 70

1

Some firms capitalize on the end-user penchant by just launching a product and following up to see who the buyers are, then focusing their promotions accordingly. This is an example of a(n) .

Arraste e solte para completar o texto.

    wildcat operation
    rollout strategy
    enhancement strategy
    butt-on operation

Explicação

Questão 69 de 70

1

One of the methods to position a product in the marketplace is to use attributes. In this context, which of the following is an attribute?

Selecione uma das seguintes:

  • Benefits

  • Surrogates

  • Expert opinions

  • Metaphors

Explicação

Questão 70 de 70

1

Which of the following contradicts the concept of an umbrella brand strategy?

Selecione uma das seguintes:

  • Mass brand strategy

  • Generic brand strategy

  • Corporate brand strategy

  • Individual brand strategy

Explicação

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