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(TCO D) During a recall, companies should (Points : 11)

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MKTG572 Week 8 Final Exam

Question 1.1. (TCO D) During a recall, companies should (Points : 11)

        not notify customers.
        disguise recall notices.
        not notify distributors.
        assess the safety risk.

 

Question 2.2. (TCO F) Product architecture is (Points : 11)

        a process by which a customer's need is developed into a product design.
        the strategic balance of the product portfolio for risk and speed.
        outlined in the project innovation charter.
        developed in the concept generation phase.

 

Question 3.3. (TCO I) The scoring team should not include (Points : 11)

        business-unit managers.
        product managers.
        specialists from information technology.
        marketing managers.

 

Question 4.4. (TCO C) Customers are not used in problem analysis because (Points : 11)

        they have difficulty verbalizing them.
        it creates negative impressions.
        problems should be hidden.
        they could provide information to competitors.

 

Question 5.5. (TCO E) Market worth, firm worth, and competitive insulation are (Points : 11)

        factors used in an early rough screen.
        part of the PIC.
        part of the marketing plan.
        factors used for developing the budget.

 

Question 6.6. (TCO B) Anything that can be shared by one or more product families is (Points : 11)

        leveraged creativity.
        a platform.
        a system.
        leveraged testing.

 

Question 7.7. (TCO H) In market testing, where new product work is technical, entrenched within a firm's expertise, and little reaction is needed from the market place, you should use(Points : 11)

        product use testing.
        speculative sale.
        test marketing.
        simulated test marketing.

 

Question 8.8. (TCO G) Market segmentation can be based on all of the following, except (Points : 11)

        geography.
        benefits.
        end use.
        features.

 

Question 9.9. (TCO E) In the new product process, evaluation (Points : 11)

        takes place just before launch.
        takes place twice during the process.
        is ongoing.
        takes place on an ad hoc basis.

 

1. (TCO A) Review the unique challenges companies face in new product development. Evaluate how these challenges impact the traditional new product process. Review the purpose/value of product platform planning. (Points : 30)

Question 10.10. (TCO A) Improving the odds of success in new products includes (Points : 11)

        screening out bad ideas early.
        generating more new ideas.
        focusing only on break-through innovations.
        not screening out ideas.

Question 2.2. (TCO B) Review the concept of diffusion of innovation as it relates to the ATAR model. Then, design a marketing plan for a new product that uses the concepts from the ATAR model. Thoroughly explain your reasoning for each element of your plan using the model. (Points : 30)

Question 3.3. (TCO B) As part of your company's strategy, it feels it is important to bring a new-to-the-world product to market. Describe how that is different than other products. Develop a planning approach for new-to-the-world products. How would you involve top management and the customer to ensure success? (Points : 30)

Question 4.4. (TCO E) You are the new product manager for an innovative new lawn mower that runs on a battery rather than gas. You are developing a product use test. Who should be in the test groups, and why? Using a sequential monadic test, develop a paired comparison test and the instructions. (Points : 30)

Question 5.5. (TCO F) What are the five key assessment factors in industrial design assessment? Using your Course Project as the basis, describe how the product would be designed so that it would meet or exceed these factors. (Points : 30)

Question 6.6. (TCO H) Compare and contrast test marketing and roll out. Describe two forms of roll out for a new vacuum cleaner. Support your choice. (Points : 30)

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