Chapter 8 Product Planning and Development
Multiple Choice Questions
1. According to the textbook's broad definition of a product, which of the following is an
example of a product?
A) the Iowa State Fair
B) a tax referendum
C) a performance by the community symphony
D) a book by John Grisham
E) all of the above
Answer: E Type: Application Page: 206
2. According to the textbook's broad definition of a product, which of the following is an
example of a product?
A) an ice cream cone
B) the airplane flight from Fresno, California, to Baltimore, Maryland
C) tickets to a Green Bay Packers football game
D) a mayoral candidate
E) all of the above
Answer: E Type: Application Page: 206
3. The basic factor separating consumer products and business products is:
A) whether the product will be used in the manufacture of another product.
B) whether the product is sold by a wholesaler or a retailer.
C) whether the product is sold in a direct or an indirect channel of distribution.
D) the ultimate use intended for the product in its present form.
E) the cost of the product.
Answer: D Type: Comprehension Page: 208
4. Which of the following is an example of a consumer product?
A) a bedspread bought by the motel owner to replace one that was ruined by a motel
guest
B) a case of Gatorade purchased for the school's track team to drink
C) Mrs. Wilson's purchase of a new vacuum cleaner to clean her home
D) a tape dispenser to be used to hang "sale" signs in a small grocery store
E) Lenox plates purchased to serve food on at a restaurant
Answer: C Type: Application Page: 202
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5. Which of the following is an example of a consumer product?
A) a video on flower arranging targeted to owners of retail florists
B) light bulbs to replace those in a Department of Transportation road sign
C) tickets for an entire fifth grade in an elementary school to attend a showing of The
Nutcracker Suite
D) a mother's purchase of a case of Dannon yogurt to feed her three small children
E) a box of tongue depressors purchased for use in a physician's office
Answer: D Type: Application Page: 202
6. Which of the following is an example of a business product?
A) a biography purchased by a high school teacher who wants to have something
good to read on her vacation
B) a bottle of aspirin bought by a mother who is dreading the start of summer
vacation
C) a case of champagne purchased by a caterer to serve at a wedding rehearsal dinner
D) a student's subscription to The Wall Street Journal
E) a dog collar bought by a veterinarian for her own dog
Answer: C Type: Application Page: 208
7. Which of the following is an example of a business product?
A) a gross of linen tablecloths that a caterer buys to use at wedding receptions
B) a dozen long-stem roses bought by a husband as a birthday gift for his wife
C) a can of liquid starch bought by a man who likes to wear crisply ironed shirts
D) a teenager's purchase of a pair of designer jeans
E) paint bought by a hardware store owner to paint his own house
Answer: A Type: Application Page: 208
8. Which of the following is an example of a consumer product?
A) tomato plants purchased by a farmer who will sell the vegetables to his local
supermarket
B) motor oil purchased by a mechanic for an old Corvair he is fixing up for a
customer
C) ribbon, lace, buttons, and fabric purchased as stock for a crafts store
D) a dentist's purchase of audio tapes to play in her office to soothe nervous patients
E) a plane ticket bought by a young executive for a vacation trip to Tokyo
Answer: E Type: Application Page: 208
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9. The subdivision of consumer goods into various categories is based on:
A) price.
B) types of products.
C) how the goods were manufactured.
D) consumer buying behavior.
E) how the goods will be distributed.
Answer: D Type: Comprehension Page: 208
10. Which of the following is the best example of a convenience good?
A) radial tires
B) Shania Twain's newest CD
C) a Twix candy bar
D) a Timex watch
E) a swimsuit
Answer: C Type: Application Page: 202-209
11. Which of the following is the best example of a convenience good?
A) leather driving gloves
B) Microsoft Works software
C) a wallet
D) a Bic pen
E) a silk flower arrangement
Answer: D Type: Application Page: 208-209
12. Which of the following is LEAST likely to be thought of by its buyers as a
convenience good?
A) flashlight batteries
B) radial tires
C) a copy of TV Guide
D) thumb tacks
E) Tic-Tac breath mints
Answer: B Type: Application Page: 208-209
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13. Which of the following is LEAST likely to be thought of by its buyers as a
convenience good?
A) National Enquirer newspaper
B) a tennis racket
C) adhesive tape
D) fingernail clippers
E) Wrigley's chewing gum
Answer: B Type: Application Page: 208-209
14. Which of the following statements about convenience goods is true?
A) Convenience products typically have a low unit price.
B) By definition, convenience goods are purchased infrequently.
C) Convenience products typically are large and bulky.
D) Retailers do most of the promotion for convenience goods.
E) Like any other product, convenience goods are significantly affected by fad and
fashion.
Answer: A Type: Comprehension Page: 208-209
15. Convenience goods:
A) are promoted by both the manufacturer and the retailer.
B) are typically purchased infrequently.
C) are usually sold without any packaging.
D) have a low gross margin.
E) are seldom sold in point-of-purchase displays.
Answer: D Type: Definition Page: 208-209
16. On the side of each Energizer battery is a tester that can tell the user immediately if the
battery is good. In this way, the manufacturer of Energizer batteries distinguishes its
batteries from others on the market. It is hoping consumers will become more brand
conscious and not treat batteries as if they were:
A) convenience goods.
B) specialty goods.
C) shopping goods.
D) accessory equipment.
E) unsought goods.
Answer: A Type: Application Page: 208-209
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17. As a result of the way in which convenience products must be marketed, their
manufacturers:
A) rarely advertise because of the expense involved.
B) seldom employ wholesalers in the distribution of their products.
C) find it too expensive to sell direct to consumers.
D) are interested in selling their products in a limited number of retail outlets.
E) customarily sell their products through their own retail stores.
Answer: C Type: Comprehension Page: 209
18. In comparison to shopping goods, convenience goods usually:
A) use point-of-purchase displays.
B) sell at higher unit prices.
C) have a higher gross margin.
D) are purchased less frequently.
E) have a lower stock turnover.
Answer: A Type: Comprehension Page: 208-210
19. The promotion of convenience goods is:
A) a marketing function shared by their manufacturers, their wholesalers, and their
retailers.
B) mostly done by their manufacturers.
C) always done by their individual retailers.
D) primarily done by middlemen.
E) never done by their manufacturers.
Answer: B Type: Comprehension Page: 209
20. Shopping goods:
A) are typically purchased infrequently.
B) are only promoted by the manufacturer.
C) have a rapid stock turnover.
D) have a low gross margin.
E) require the consumer to devote very little time to shopping.
Answer: A Type: Definition Page: 209
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21. Which of the following is the best example of a shopping good?
A) a ream of computer paper
B) a dozen organic eggs
C) a microwave oven
D) a bottle of shampoo
E) a ticket to Adam Sadler's latest movie
Answer: C Type: Application Page: 209-210
22. Which of the following statements about shopping goods is true?
A) Individual retailers typically carry one and only one brand of a shopping good.
B) Shopping goods typically have a low unit price.
C) Consumers use comparison shopping when purchasing a shopping good.
D) Shopping goods are not greatly affected by changes in fashion and fad.
E) Manufacturers have sole promotional responsibility for shopping goods.
Answer: C Type: Comprehension Page: 209-210
23. Which of the following is the best example of a shopping good?
A) breath mints
B) Good Housekeeping magazine
C) a dozen thank-you cards
D) a business suit
E) paper napkins
Answer: D Type: Application Page: 209-210
24. Which of the following is the best example of a shopping good?
A) Rolex watch
B) mattress set
C) fingernail file
D) dog food bowl
E) fan belt for car engine
Answer: B Type: Application Page: 209-210
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25. Which of the following is NOT an example of a shopping good?
A) Easter candy
B) a computer
C) a car radio/CD player
D) a man's suit
E) a television set
Answer: A Type: Application Page: 209-210
26. Which of the following is an example of a shopping good?
A) small potted African violet plant
B) a clothes dryer
C) brownie mix
D) needle-nose pliers
E) box of business-sized envelopes
Answer: B Type: Application Page: 211-212
27. Specialty goods:
A) have a high stock turnover.
B) have a high gross margin.
C) usually require the buyer to engage in some comparison shopping.
D) often use point-of-purchase displays.
E) require very little time be spent on planning the purchase.
Answer: B Type: Definition Page: 210-211
28. Which of the following is the best example of a specialty good?
A) an exercise bicycle
B) fat-free ice cream
C) an Armani suit
D) potatoes
E) nail clippers
Answer: C Type: Application Page: 210-211
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29. Which of the following is the best example of a specialty good?
A) a Steinway piano
B) long-stem red roses
C) a tote bag
D) light bulbs
E) a bathroom shower curtain
Answer: A Type: Application Page: 210-211
30. Every Thursday, the Atlanta Journal-Constitution runs a section called "Buyer's
Edge." Readers of the newspaper write in and ask for help finding products. Three
women wrote to the paper asking for help finding a hypoallergenic moisturizing lotion
called Allercreme. It seems that it was the only brand they could use without breaking
out. They had looked in a number of stores and had not located it. For these women
Allercreme Petal lotion is an example of a:
A) convenience good.
B) shopping good.
C) specialty good.
D) impulse good.
E) generic product.
Answer: C Type: Application Page: 210-211
31. Consumer brand preferences are strongest for:
A) convenience goods.
B) shopping goods.
C) specialty goods.
D) impulse goods.
E) generic products.
Answer: C Type: Definition Page: 210-211
32. In the marketing of specialty goods,:
A) retailers absorb all advertising costs.
B) wholesalers are always important.
C) few retail outlets are used.
D) retailers have complete control over how the advertising for the good is handled.
E) indirect distribution channels are common.
Answer: C Type: Comprehension Page: 210-211
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33. Which of the following products is LEAST likely to be considered an unsought
product by the average consumer?
A) a subscription to the local newspaper
B) toilet paper
C) a bicycle
D) a television set
E) a loaf of bread
Answer: B Type: Application Page: 211
34. Which of the following products is the BEST example of an unsought product for the
average member of Generation X?
A) sheets and towels
B) burial insurance
C) a plane ticket to Orlando, Florida
D) a home equity loan
E) replacement storm windows
Answer: B Type: Application Page: 211
35. Because most dog owners do not know it exists, Sun Spot, a spray that protects dogs
from ultraviolet rays, is best categorized as a(n) _____ good.
A) unsought
B) impulse
C) specialty
D) convenience
E) shopping
Answer: A Type: Application Page: 211
36. If people in Africa where malaria is a serious problem do not know the existence of a
new anti-malarial drug, than it is a(n) _____ good.
A) unsought
B) impulse
C) specialty
D) convenience
E) shopping
Answer: A Type: Application Page: 211
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37. One of the problems with fluorescent tubes is that they sometimes will shatter,
creating quite a mess. The shattering bulbs also pose a real danger in many situations.
There is a shatterproof fluorescent tube on the market, but because most people don't
know such a product is available, the shatterproof light falls into the category of _____
good.
A) unsought
B) impulse
C) specialty
D) convenience
E) shopping
Answer: A Type: Application Page: 211
38. By applying knowledge of the consumer goods classifications, an astute marketer
could tell you that _____ presents the biggest marketing challenge for its marketers.
A) prepaid burial insurance
B) re-releases of songs by former country music stars like Hank Williams and Patsy
Cline
C) leftover Easter candy the week after Easter
D) arts and crafts supplies
E) Corvettes made before 1968
Answer: A Type: Application Page: 211
39. The two main categories of raw materials are:
A) all agricultural products and minerals.
B) minerals and land.
C) animal products and minerals.
D) crops and minerals.
E) agricultural products and products found in their natural state.
Answer: E Type: Definition Page: 211-213
40. As a type of business good, raw materials:
A) have very little standardization.
B) are purchased in small quantities.
C) are typically sold directly from the producer to the business user.
D) always have very short negotiation periods.
E) must be supported with after-the-sale service.
Answer: C Type: Definition Page: 211-213
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41. Which of the following is an example of a raw material for a company that produces
jams and jellies?
A) vats used in manufacturing
B) pectin used for thickening the jelly
C) jars in which the jams and jellies are sold
D) refined sugar
E) fruit
Answer: E Type: Application Page: 211-213
42. Which of the following is an example of a raw material for a bakery?
A) the pans used for baking the bread
B) the wooden boards used for kneading bread
C) the talent of the bakery chef
D) the natural honey it uses as a glaze
E) the dishwashing soap used for cleaning bread pans
Answer: D Type: Application Page: 211-213
43. Which of the following statements about the marketing of raw materials in their
natural state is true?
A) The supply of these products is limitless.
B) The supply of these products is easily replenished.
C) Many small producers are involved.
D) These products have a high unit value.
E) Standardization and grading are commonplace.
Answer: E Type: Comprehension Page: 211-213
44. Which of the following statements about the marketing of agricultural products as a
class of raw materials is true?
A) The supply of these products is uniform.
B) The source of these products is nearly always close to its markets.
C) These products are typically perishable.
D) A few large producers are involved in their production.
E) Product differentiation is a key marketing strategy for agricultural products.
Answer: C Type: Comprehension Page: 212
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45. As a type of business good, fabricating parts and materials:
A) are purchased in large quantities.
B) require very little, if any, promotion.
C) do not usually require an advance buying contract.
D) have high unit prices.
E) are not standardized.
Answer: A Type: Definition Page: 213
46. Which of the following is an example of a fabricating part for a manufacturer of
baseball uniforms?
A) the buttons that go on the front of the shirts
B) the sewing machines used to make the uniforms
C) the labor used to manufacture the uniform
D) the cardboard boxes used to store and ship the uniforms
E) all of the above
Answer: A Type: Application Page: 213
47. Which of the following is an example of a fabricating material for a manufacturer of
designer sweaters?
A) buttons
B) rhinestones
C) knitting machines
D) wool yarn
E) packaging for shipping to distributors
Answer: D Type: Application Page: 213
48. Which of the following examples are best classified as fabricating parts and materials?
A) flea spray, dog shampoo, and leashes used in a dog grooming business
B) tires, batteries, and blades used to manufacture lawn mowers
C) gas, oil, and antifreeze used by a taxi driver
D) seed, fertilizer, and herbicides used by a farmer
E) computer software, printers, and monitors used by a statistician
Answer: B Type: Application Page: 213
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49. Which of the following is an example of fabricating parts and materials used by a
book publisher?
A) a copying machine
B) spellchecking software
C) desks, filing cabinets, and office chairs
D) computer
E) paper and ink for printing
Answer: E Type: Application Page: 213
50. Harriet & Henderson manufactures socks. It buys yarn by the 100-pound lot. This
yarn in spun into the fabric from which the company makes its socks. For Harriet &
Henderson yarn is an example of a(n):
A) fabricating material.
B) operating supply.
C) installation.
D) accessory equipment.
E) fabricating part.
Answer: A Type: Application Page: 213
51. Which of the following statements about the marketing of fabricating materials and
parts is true?
A) Long channels of distribution are normally used.
B) Quantities purchased are typically small.
C) Buying decisions are usually made on the basis of price and the service provided
by the seller.
D) Middlemen are never used.
E) Most fabricating materials and parts do not undergo any further processing.
Answer: C Type: Comprehension Page: 213
52. Which of the following statements about fabricating parts and materials is true?
A) Tires for cars and batteries for engines are examples of fabricating parts.
B) Brand is generally the most important consideration when purchasing fabricating
products.
C) Most fabricating products are marketed by wholesalers.
D) Microprocessors for computers are an example of fabricating materials.
E) Fabricating parts and materials are usually purchased in large quantities.
Answer: A Type: Comprehension Page: 213
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53. Artemisia is an herb that is an essential ingredient in a new drug that is extremely
effective anti-malarial drug. As a type of business good, artemisia is a(n):
A) installation.
B) operating supply.
C) accessory material.
D) facilitating material.
E) shopping good.
Answer: D Type: Application Page: 213
54. As a type of business good, installations:
A) have a limited supply.
B) have a low unit price.
C) are purchased frequently.
D) can be custom-made.
E) do not require postsale service.
Answer: D Type: Definition Page: 213
55. The characteristics of installations that differentiate them from other categories of
business goods is that they:
A) do not depreciate.
B) directly affect the scale of operation for the buyer.
C) are always classified as modified rebuys.
D) are unaffected by technological obsolescence.
E) require a totally different promotional mix.
Answer: B Type: Comprehension Page: 213-214
56. Wholesalers are LEAST likely to be used in the marketing of:
A) operating supplies.
B) consumer goods.
C) accessory equipment.
D) installations.
E) fabricating materials.
Answer: D Type: Comprehension Page: 213-214
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57. Which of the following is an example of an installation?
A) a dump truck
B) a movable display unit for a brand of soft drink
C) a charcoal grill
D) a farmer's silo used to store his annual wheat harvest
E) all of the above
Answer: D Type: Application Page: 213-214
58. Which of the following is the best example of an installation?
A) a walk-in refrigerator used to keep flowers fresh
B) the wire rack displays used in the children's department of a department store
C) a parking lot for a shopping center
D) a moveable sign for in front of a convenience store
E) the popcorn machine in a theater
Answer: C Type: Application Page: 213-214
59. As a type of business good, accessory equipment:
A) typically has a short life.
B) requires no promotion.
C) is completely standardized.
D) uses a direct channel of distribution.
E) is usually purchased in small quantities.
Answer: E Type: Definition Page: 214
60. Which of the following is an example of accessory equipment for a store that sells
breads and pastries?
A) bread pans
B) cash register
C) ovens for baking
D) yeast, bread, and sugar
E) uniforms for employees
Answer: B Type: Application Page: 214
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61. Which of the following is an example of accessory equipment for a bookstore?
A) the customer parking lot
B) books for a window display
C) book shelves
D) boxes in which to return unsold books
E) a receipt book
Answer: C Type: Application Page: 214
62. Which of the following is an example of accessory equipment for a taxidermy
company that prepares trophy animals for display?
A) formaldehyde for preserving
B) glass eyes
C) a receipt book
D) a refrigerating unit
E) cleaning rags
Answer: D Type: Application Page: 214
63. Which of the following statements about accessory equipment is true?
A) The market for accessory equipment is generally confined to medium- and largesize organizations.
B) Manufacturers of accessory equipment often use middlemen because individual
orders may be relatively small.
C) Accessory equipment orders are usually large.
D) By law, all sales of accessory equipment must be made through middlemen.
E) Accessory equipment is comparable to convenience goods in the consumer
market.
Answer: B Type: Comprehension Page: 214
64. As a type of business good, operating supplies:
A) are frequently purchased.
B) are usually purchased in extremely large quantities.
C) are not typically sold through advance buying contracts.
D) have long negotiation periods.
E) use a direct channel of distribution.
Answer: A Type: Definition Page: 214
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65. Operating supplies in the business market are comparable to _____ goods in the
consumer market.
A) unsought
B) impulse
C) shopping
D) convenience
E) specialty
Answer: D Type: Comprehension Page: 214
66. Which of the following is NOT an example of an operating supply for a shoe
manufacturer?
A) paper towels
B) computer paper
C) shoe dye
D) air conditioner filters
E) order forms
Answer: C Type: Application Page: 214
67. Which of the following is the best example of a list of operating supplies?
A) degreaser, cleaning rags, mops, and buckets for cleaning a restaurant kitchen
B) cash register, book shelves, and computer for bookstore
C) flowers, vases, scissors, tissue paper, and bows for use by a florist
D) tires, mufflers, uniforms, and tools used by a mechanic
E) fertilizer, plants, lawn mowers, and gardening hand tools used by a landscaper
Answer: A Type: Application Page: 214
68. Which of the following statements about the market for operating supplies for
businesses is true?
A) There is little price competition.
B) Brand preference is important.
C) Purchasers of operating supplies usually spend a considerable amount of time
comparison shopping.
D) Typically, operating supplies are purchased in large quantities.
E) Producers usually make extensive use of wholesaling middlemen.
Answer: E Type: Comprehension Page: 214
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69. A manufacturer that wants to sustain its revenues and profits should engage in newproduct development because:
A) federal regulations require that a certain percentage of a company's products must
be new.
B) products inevitably pass through a product life cycle that culminates in a sales
decline.
C) new products are always the most profitable ones.
D) copyright protections last for only 5 years unless the product is somehow
revitalized.
E) consumers do not like to buy products that are not innovative.
Answer: B Type: Comprehension Page: 215
70. Why do new products fail?
A) They are not given the marketing support they need by their manufacturer.
B) They are poorly positioned in the market.
C) They are not significantly different from products already on the market.
D) Consumers perceive the products as offering poor value in relation to their prices.
E) All of the above are reasons why new products fail.
Answer: E Type: Comprehension Page: 215-216
71. Why do new products fail?
A) They are given too much marketing support by their manufacturer.
B) They are poorly positioned in the market.
C) They are significantly different from products already on the market.
D) Consumers perceive the products as offering great value in relation to their prices.
E) All of the above are reasons why new products fail.
Answer: B Type: Comprehension Page: 215-216
72. Which of the following is the best example of a really innovative new product?
A) the addition of cinnamon flavoring to Pebbles cereal
B) a computerized prosthetic leg for amputees that simulates walking and allows full
mobility
C) a new television comedy about a group of friends who hang around together and
talk a lot about their own lives
D) a game show where someone has the opportunity to win one million dollars
E) a square container for Morton salt—replacing the old cylinder model
Answer: B Type: Application Page: 217
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73. The development process for a new product should be guided by:
A) brainstorming.
B) concept testing.
C) an explicit new product strategy.
D) an examination of the external microenvironment.
E) the determination of a pricing strategy.
Answer: C Type: Comprehension Page: 218
74. Assume the goal for Spalding is to maintain market share in the health fitness
equipment business. Which of the following describes an appropriate new-product
strategy for the company?
A) Adopt environmentally-safe packaging.
B) Raise its product prices by 10 percent.
C) Introduce portable exercise equipment that can be used anywhere and at anytime.
D) Develop a treadmill that directly competes with Nordic Track.
E) Reduce the number of products it now manufactures.
Answer: C Type: Application Page: 218-219
75. A company should engage in a structured new-product development process in order
to:
A) guarantee the success of the new product.
B) increase the likelihood of customer satisfaction with the new product.
C) develop the ideal marketing mix.
D) locate the perfect target market.
E) do all of the above.
Answer: B Type: Comprehension Page: 218-219
76. Which of the following is NOT one of the stages in the structured new-product
development process?
A) a business analysis
B) an environmental audit
C) idea screening
D) a market test
E) prototype development
Answer: B Type: Definition Page: 220, Figure 8.2
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77. Management is in the _____ stage of the new-product development process when it
estimates market demand and prepares cost estimates for the new product.
A) business analysis
B) environmental audit
C) idea screening
D) market test
E) prototype development
Answer: A Type: Definition Page: 220
78. During the business analysis stage of new-product development for a new musical
variety show featuring a different million-record seller solo entertainer or group each
week, the production company would;
A) estimate market demand for such a television show.
B) determine which artists would be willing to participate in such a program.
C) set fees for performing artists.
D) find a venue in which to film the shows.
E) tape a sample show and get audience reaction.
Answer: A Type: Application Page: 220
79. During the business analysis stage of the new-product development process, the
management of a company will:
A) evaluate consumer responses to test models of the new product.
B) recommit the company to the marketing concept.
C) conduct market tests.
D) perform an environmental analysis.
E) do none of the above.
Answer: E Type: Definition Page: 220
80. During the prototype development stage for a new musical variety show featuring a
different million-record selling solo entertainers or groups each week, the production
company would;
A) estimate market demand for such a television show.
B) determine which artists would be willing to participate in such a program.
C) set fees for performing artists.
D) find a venue in which to film the shows.
E) tape a sample show to determine that all of the show's technical requirements can
be met.
Answer: E Type: Application Page: 220
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81. In the prototype development stage of the new-product development process, a winery
developing a new varietal wine should:
A) determine the competition's response to the new wine.
B) estimate market demand for the wine.
C) determine the wine's target market.
D) look for investors.
E) have a sample of the wine tested in the laboratory for clarity, aroma, and taste.
Answer: E Type: Application Page: 220
82. MIT's Media Lab has developed something it calls the Audio Spotlight, which is a
large black disk that transmits a beam of sound inaudible just two seats away. It was
not developed for a particular product. So when its inventors are looking at potential
applications for the disk they are in which stage of the new-product development
process?
A) business analysis
B) environmental audit
C) idea screening
D) market test
E) prototype development
Answer: C Type: Application Page: 220
83. In the market test stage of the new-product development process for a cinnamonflavored sports drink,:
A) the company's researchers test to see what kinds of tastes would be attractive to
consumers' palates even before a sample of the product is produced.
B) the company's researchers test to see if the cinnamon flavor is strong enough.
C) the company's financial officers estimate the sports drink's profitability.
D) the company's marketing department devises an advertising campaign for the
cinnamon-flavored sports drink.
E) none of the above happens.
Answer: E Type: Application Page: 220-221
84. During the commercialization stage of the new-product development process,:
A) government approval of the product is required.
B) packaging and branding decisions are made.
C) the product is test marketed.
D) cost estimates for the new product are developed.
E) the product is put into full-scale production and marketing.
Answer: E Type: Definition Page: 221
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85. Which of the six stages of the new-product development process is most often omitted
when a company is in a hurry to get a new product to market?
A) idea screening
B) business analysis
C) idea generation
D) market tests
E) prototype development
Answer: D Type: Comprehension Page: 221-222
86. Which of the following statements about the new-product development process is
true?
A) The most common omission in the process is the idea screening stage.
B) New-product development today typically takes from three to four years to
complete.
C) Each subsequent stage of the new-product development process is more
expensive.
D) There are five stages in the new-product development process.
E) The most common omission in the process is the prototype testing stage.
Answer: C Type: Comprehension Page: 219-222
87. Which of the following statements about the new-product development process is
true?
A) The most common omission in the process is the business analysis stage.
B) The prototype development stage is more expensive than the market test stage.
C) The external environment has no effect on the new-product development process.
D) There are only four stages in the development of a new service.
E) None of the above statements about the new-product development process is true.
Answer: E Type: Comprehension Page: 219-222
88. Which of the following is an example of a question a manufacturer considering adding
a new product to its current assortment should ask?
A) Is the new product compatible with environmental standards?
B) Does the product fit the company's current marketing structure?
C) Will the new product reduce seasonal and cyclical fluctuations in the company's
sales?
D) Do enough people really want this product?
E) All of the above questions should be asked by a manufacturer considering adding
a new product to its current assortment.
Answer: E Type: Comprehension Page: 222-223
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89. Which of the following is an example of a question a manufacturer that is considering
adding a new product to its current assortment should ask?
A) How can we make use of the 80/20 principle with this product?
B) Will the new product reduce seasonal and cyclical fluctuations in the company's
sales?
C) Is there any way to shorten the physical distribution channel?
D) Does the producer have a reputation for producing high-quality merchandise?
E) All of the above questions should be asked by a manufacturer that is considering
adding a new product to its current assortment.
Answer: B Type: Comprehension Page: 222-223
90. Which of the following describes a question a middleman should ask itself before
deciding to buy a new product for resale?
A) Can we make a sufficient profit with this product?
B) If adding a new product necessitates eliminating another product because of a
shortage of shelf or storage space, will the result be a net gain in sales?
C) What kind of selling effort is required for this product?
D) Does the product complement existing products?
E) All of the above questions should be asked by a middleman before it decides to
buy a new product for resale.
Answer: E Type: Comprehension Page: 223
91. Which of the following describes a question a middleman does NOT need to ask itself
before deciding to buy a new product for resale?
A) Does the production process for this new product pollute the environment?
B) If adding a new product necessitates eliminating another product because of a
shortage of shelf or storage space, will the result be a net gain in sales?
C) What kind of selling effort is required for this product?
D) Does the product complement existing products?
E) Can we make a sufficient profit with this product?
Answer: A Type: Comprehension Page: 223
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92. The _____ process is the decision-making activity of an individual through which an
innovative new product is accepted.
A) osmosis
B) diversification
C) diffusion
D) differentiation
E) adoption
Answer: E Type: Definition Page: 223
93. The _____ of a new product is the process by which an innovation is spread through a
social system over time.
A) osmosis
B) diversification
C) diffusion
D) differentiation
E) adoption
Answer: C Type: Definition Page: 223
94. The diffusion of a new product is the process by which:
A) an individual determines whether to buy a new product.
B) an innovation is spread through a social system over time.
C) an innovation competes with existing products.
D) a new product is introduced to its life cycle.
E) competition enters a market.
Answer: B Type: Definition Page: 223
95. Today Beau William read about PROGRAM, a once-a-month flea control tablet for
dogs. He wonders if he could give his German shepherd one each month and if it
would eliminate the flea problem his dog has had each summer. William is most
likely in the _____ stage of the new-product adoption process.
A) awareness
B) trial
C) feedback
D) adoption
E) confirmation
Answer: A Type: Application Page: 223
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96. Last week William read about PROGRAM, a once-a-month flea control tablet for
dogs. He wonders if he could give his German shepherd one each month and if it
would eliminate the flea problem his dog has had each summer. He called his
veterinarian to ask him his opinion of PROGRAM, and he looked for information in
the dog magazines his friend has. William is most likely in the _____ stage of the
new-product adoption process.
A) awareness
B) interest
C) feedback
D) adoption
E) confirmation
Answer: B Type: Application Page: 223
97. Yesterday Brian Snow, a florist, read about a new product called Aquafoam for
arranging fresh-cut flowers. For years florists have been using a product called Oasis,
which is a similar product. A piece of Oasis was cut to fill a vase, soaked in water,
and then placed in the bottom of the vase. Flowers were stuck into the Oasis. One of
the problems with Oasis is its tendency to crumble. According to what Brian has just
read, Aquafoam does not. In terms of the Aquafoam product, Brain is most likely in
the _____ stage of the new-product adoption process.
A) awareness
B) evaluation
C) trial
D) information
E) interest
Answer: A Type: Application Page: 223
98. Brian Snow, a florist, has just purchased a box of Aquafoam. For years he has used a
product called Oasis, which is a type of foam. A piece of Oasis was cut to fill a vase,
soaked in water, and then placed in the bottom of the vase. Flowers were stuck into
the Oasis. One of the problems with Oasis is its tendency to crumble. According to
what Brian has read, Aquafoam does not. Brian is eager to make his first arrangement
with Aquafoam. In terms of the Aquafoam product, Brian is most likely in the _____
stage of the new-product adoption process.
A) awareness
B) evaluation
C) trial
D) information
E) interest
Answer: C Type: Application Page: 223
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99. Kielo had heard her friends frequently talking about how much they liked Red Fusion,
a new soda. She purchased a bottle at her local convenience store to see why so many
people liked the beverage. Kielo was in the _____ stage of the new-product adoption
process.
A) awareness
B) evaluation
C) trial
D) information
E) interest
Answer: C Type: Application Page: 223
100. For years Brian Snow, a florist, has used a product called Oasis, which is a type of
foam. A piece of Oasis was cut to fill a vase, soaked in water, and then placed in the
bottom of the vase. Flowers were stuck into the Oasis. One of the problems with
Oasis is its tendency to crumble. After trying a box of a new product called Aquafoam
that provides all of the benefits of Oasis and does not crumble, Brian is convinced
Aquafoam is the product for him. He plans on buying no more Oasis. In terms of the
Aquafoam product, Brian is most likely in the _____ stage of the new-product
adoption process.
A) awareness
B) evaluation
C) trial
D) information
E) adoption
Answer: E Type: Application Page: 223
101. Melissa kept seeing ads about how easy it would be to color her hair. She had always
wanted to see what it was like to be blonde. So she went to the store, bought a box of
Preference by L'Oreal, and tried the product. Because she is at the _____ stage of the
new-product adoption process, she is often heard asking her friends what they think
about her blonde hair.
A) impact
B) evaluation
C) feedback
D) adoption
E) confirmation
Answer: E Type: Application Page: 223
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102. Mark Dent has just recently opened an Internet bank checking account. He is
continually asking his friends if they think he made the right decision when he chose
on-line banking. Mark is in which stage of the new-product adoption process?
A) impact
B) evaluation
C) feedback
D) adoption
E) confirmation
Answer: E Type: Application Page: 223
103. The target market for a brand new combined fitness and diet program is young
professionals between the ages of 25 and 30 with annual incomes of more than
$30,000. The company marketing this program has decided to use billboards and
radio advertising to reach this group rather than personal selling. Given this
information about the target market for the program and the types of promotion that
will be used to reach this target market, which of the adopter categories is this target
market?
A) early adopters
B) innovators
C) laggards
D) early majority
E) late majority
Answer: B Type: Application Page: 224
104. In which of the adopter categories will opinion leaders most likely be found?
A) early adopters
B) innovators
C) laggards
D) early majority
E) late majority
Answer: A Type: Comprehension Page: 224-225
105. _____ purchase a new product after innovators, but sooner than other consumers.
A) Early majority members
B) Late majority members
C) Late adopters
D) Early adopters
E) Early minority members
Answer: D Type: Definition Page: 224-225
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106. More than half the market belongs to:
A) the early majority and the late majority categories.
B) innovator and early majority categories.
C) early majority category.
D) late majority category.
E) Early adopters and early majority categories.
Answer: A Type: Definition Page: 225
107. In the process of diffusion, a(n) _____ is a person who seeks to accelerate the spread
of a given innovation.
A) idea orchestrator
B) change agent
C) adaptation force
D) idea catalyst
E) idea generator
Answer: B Type: Definition Page: 225
108. A change agent is most likely to be a member of which adoption category?
A) early majority
B) laggard
C) innovator
D) early adopter
E) late adopter
Answer: D Type: Comprehension Page: 224-225
109. Word-of-mouth communication:
A) is always favorable.
B) is only useful to marketers of consumer products.
C) is largely uncontrollable even though it can be influenced by advertising.
D) is created through public relations activities.
E) has little measurable effect on diffusion rates of new products.
Answer: C Type: Comprehension Page: 225
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110. Duette Shades are a product of the Hunter Douglas Company. The shades diffused in
the market more rapidly than Hunter-Douglas expected because of the support of
interior decorators who love the fabric, texture, and lighting options available with the
shades and who often use them in home and office decorating. In this example,
interior decorators had the role of:
A) idea orchestrators.
B) change agents.
C) adaptation force.
D) idea catalysts.
E) idea generators.
Answer: B Type: Application Page: 225
111. Which form of persuasion works most effectively with members of the late majority
group?
A) television advertising
B) personal selling
C) billboard advertising
D) radio advertising
E) word-of-mouth communication
Answer: E Type: Comprehension Page: 225
112. In which of the adopter categories would you find the most tradition-bound people?
A) early adopters
B) innovators
C) laggards
D) early majority
E) late majority
Answer: C Type: Definition Page: 225
113. Luis Richard works as a cement finisher for a parking lot repaving company. He is
suspicious of innovation and innovators. He was one of the very last people in his
small Western city in which he lives to buy a microwave oven. When it comes to the
adoption of microwave ovens, Richard is in the _____ category.
A) early adopters
B) innovators
C) laggards
D) early majority
E) late majority
Answer: C Type: Application Page: 225
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114. Which of the following is NOT identified by the text as one of the innovative
characteristics that affects the adoption rate of new products?
A) aesthetics
B) compatibility
C) trialability
D) complexity
E) relative advantage
Answer: A Type: Definition Page: 225-227
115. The ad for Actimel, a dairy-based probiotic supplemental beverage, emphasized that
the drink was ten times more beneficial than yogurt at strengthening the body's natural
defenses. The ad emphasized which characteristic of Actimel?
A) relative advantage
B) trialability
C) complexity
D) aesthetics
E) compatibility
Answer: A Type: Application Page: 225-226
116. Hismanal is a drug that will eliminate seasonal allergy complaints without causing
drowsiness. In terms of currently available allergy remedies that do make many
people drowsy, Hismanal has greater _____ for allergy sufferers.
A) aesthetics
B) compatibility
C) trialability
D) complexity
E) relative advantage
Answer: E Type: Application Page: 225-226
117. Hundreds of thousands of African children are infected annually with malaria. A new
anti-malarial medication called ACTs (artemisia-based combination treatments) will
hopefully prevent malaria and save lives. ACTs seem to have a strong:
A) aesthetics.
B) compatibility.
C) trialability.
D) complexity.
E) relative advantage.
Answer: E Type: Application Page: 225-226
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118. Hundreds of thousands of African children are infected annually with malaria. A new
anti-malarial medication called ACTs (artemisia-based combination treatments) will
hopefully prevent malaria and save lives. The problem is that taking such drugs is
inconsistent with the cultural believes of many Africans. Therefore, the new drug has
a weak:
A) aesthetics.
B) compatibility.
C) trialability.
D) complexity.
E) relative advantage.
Answer: B Type: Application Page: 225-226
119. Paintball is a sport that has attracted many individual and team participants. Tippman
has developed a new paintball marker, which offers the fastest rate of fire of any
paintball marker currently on the market. For paintball participants, this new paintball
marker has a strong _____ when compared to older models.
A) aesthetics
B) compatibility
C) trialability
D) complexity
E) relative advantage
Answer: E Type: Application Page: 225-226
120. Internet supermarkets where a customer can place an order and have it delivered to his
or her house at a convenient time are a new service that is growing in popularity and
availability. One of the factors that is helping its diffusion is the fact that so many
Americans describe themselves as “time-poor.” The online supermarkets will shorten
the time required for shopping for groceries and have a strong _____ characteristic,
which will positively affect its adoption rate.
A) aesthetics
B) compatibility
C) economy
D) complexity
E) flexibility
Answer: B Type: Application Page: 226
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121. Edge Active Care is a shaving gel for men with a built-in facial cleanser. It helps lift
dirt and oil from the skin while shaving, so the user gets great skin without having to
think about it. Its manufacturer hopes this shaving gel has a strong _____ when
compared to shaving gels and creams currently on the market.
A) aesthetics
B) computability
C) compatibility
D) complexity
E) relative advantage
Answer: E Type: Application Page: 225-226
122. How often have you been underlining some text and wanted to jot down some
comment or question relating to it? It usually means hunting around for a pen.
Sheaffer Pen has produced a writing tool that joins pen and highlighter in one. Pop off
the cap, and it's a ballpoint pen. Twist the black band, and a yellow highlighter tip
emerges around and past the ballpoint. When compared to other highlighters, the
Sheaffer pen has strong:
A) aesthetics
B) computability
C) compatibility
D) complexity
E) relative advantage
Answer: E Type: Application Page: 225-226
123. Which of the following new products would have the highest level of observability?
A) all-natural insulation
B) underwear
C) a mineral supplement to improve eyesight
D) grass fertilizer
E) carrot juice
Answer: D Type: Application Page: 227
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124. Before buying some brands of new music CD, consumers can listen to an abbreviated
version of some of the songs on the CD through an Internet connection. In this way,
these CDs have greater _____ than other CD titles that cannot be as readily sampled
before being purchased.
A) trialability
B) computability
C) compatibility
D) complexity
E) relative advantage.
Answer: A Type: Application Page: 227
125. Even though most Muslims, many Jews, and many Hindus believe in shrouding the
body instead of embalming, few know how to conduct the shrouding ritual. A newly
produced video tape with step-by-step instructions on the proper techniques for
shrouding would have a high degree of _____ for these people who desire to shroud
their deceased instead of embalming them.
A) trialability
B) computability
C) compatibility
D) complexity
E) relative advantage.
Answer: C Type: Application Page: 227
126. Imagine a bandage manufacturer came out with a bandage that would speed healing by
50 percent when compared to a standard bandage. In market tests, consumers claimed
that scratches healed noticeably faster with the new bandage than with the traditional
bandage. The new bandage that promoted faster healing seems to have a greater
_____ than traditionally used bandages.
A) complexity and trialability
B) observability and relative advantage
C) aesthetics and comparability
D) trialability and complexity
E) comparability and relative advantage
Answer: B Type: Application Page: 227
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127. For which of the following new products will the degree of trialability be greatest?
A) scratch-resistant prescription eyeglasses with ultraviolet protection built into the
lenses
B) fat-free Ritz crackers
C) a home gymnasium unit that stores easily under the bed
D) a pickup truck that runs on natural gas
E) a fire insurance policy that protects against terrorists' activities
Answer: B Type: Application Page: 227
128. Which of the following new products has the greatest degree of compatibility with
people who want it now and do not like to wait?
A) long scenic guided tours through a national forest
B) 24-hour a day, 7-day a week aromatherapy massage home service
C) a chocolate bread mix that takes only 2 hours to prepare
D) a physician's waiting room that contains free video games for waiting patients
E) a solar-powered car that has a maximum speed of 40 mph
Answer: B Type: Application Page: 227
129. A(n) _____ typically includes executives from major departments who work together
to plan and develop new products.
A) joint venture alliance
B) new product team
C) strategic alliance
D) executive alliance
E) product-planning committee
Answer: E Type: Definition Page: 227
130. _____ are small (typically five or fewer people) and report to the company president
in small and medium-sized organizations. It is responsible for planning and
developing new products.
A) Strategic alliances
B) Joint ventures
C) New-product teams
D) Venture groups
E) Brand committees
Answer: C Type: Definition Page: 227
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131. In a company like General Mills where there are many different brands and types of
products, the executive responsible for planning a complete marketing program for
one brand or a small group of similar products is called a(n) _____ manager.
A) venture
B) brand
C) commercializing
D) field
E) marketing
Answer: B Type: Definition Page: 227
132. A brand manager who works for the Gillette Company has been assigned one project
to handle and can be expected to:
A) set the product's operational budget.
B) develop plans by which the sales force will market the product to wholesalers and
retailers.
C) draft advertising plans for the product.
D) establish sales goals for the product.
E) do all of the above.
Answer: E Type: Definition Page: 227
133. Which of the following describes one of the biggest problems in the brand-manager
system?
A) Brand managers never work with existing products.
B) A brand manager's duties are limited to selling and sales promotional work.
C) Brand managers report to vice-presidents of marketing, production, and quality
control.
D) Brand managers are given great responsibility without the corresponding
authority.
E) Brand managers have both line and staff authority over the sales force.
Answer: D Type: Comprehension Page: 227
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134. Which of the following statements about brand managers is true?
A) The position is being modified in many companies and has been abolished in
others.
B) Brand managers have authority over the sales force that will sell the product to
wholesalers and retailers.
C) Brand managers typically have great responsibility and great authority.
D) Brand managers are not typically responsible for any facet of product advertising.
E) Brand managers control costs, prices, and advertising budgets.
Answer: A Type: Comprehension Page: 227
135. The effectiveness of individual brand managers depends upon:
A) the type of distribution strategy implemented.
B) their ability to influence other executives to cooperate with their plans.
C) the design of the organizational chart.
D) how many hierarchical levels the organization has.
E) the actions of the steering committee.
Answer: B Type: Comprehension Page: 227
136. Another name for a brand manager is a:
A) line manager.
B) brand ombudsman.
C) product manager.
D) marketing assistant.
E) change agent.
Answer: C Type: Definition Page: 228
True/False Questions
137. According to the textbook's definition of a product, Heinz ketchup and Hunt's ketchup
are not separate products even though they are different brands.
Answer: False Type: Application Page: 206
138. Any product that supplies a benefit must be tangible.
Answer: False Type: Comprehension Page: 206-207
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139. The member of a distribution channel that has possession of a product has no bearing
on its classification.
Answer: True Type: Comprehension Page: 208
140. Candy, breath mints, nail clippers, and aspirin are all examples of convenience goods.
Answer: True Type: Application Page: 208-209
141. Measuring tapes, ovenproof dishes, and candy bars are all good examples of shopping
goods.
Answer: False Type: Application Page: 209-210
142. Swimming pool chemicals would most likely be classified as an unsought good during
January with temperatures hovering at or below the freezing mark.
Answer: True Type: Application Page: 211
143. Flour, sugar, vanilla flavoring, and eggs are examples of business goods for a shop
that makes doughnuts.
Answer: True Type: Application Page: 211
144. The blades that go into new lawn mowers being produced by a manufacturer are
examples of fabricating parts.
Answer: True Type: Application Page: 213
145. The glass eyes used by a taxidermist for preparing animals for display are an example
of operating supplies.
Answer: False Type: Application Page: 214
146. The barn where a farmer cures his tobacco is an example of an installation.
Answer: True Type: Application Page: 213
147. A mannequin in a dress shop is an example of an installation.
Answer: False Type: Application Page: 213
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148. The candy display case in a neighborhood theater is an example of an installation.
Answer: False Type: Application Page: 213
149. Most new products fail because they are no different from existing products.
Answer: True Type: Comprehension Page: 215-216
150. To be classified as a new product, a product must be truly unique from anything else
currently on the market.
Answer: False Type: Definition Page: 218-219
151. The addition of roasted garlic to its potato soup would not qualify as a new product for
Campbell's.
Answer: False Type: Application Page: 216-218
152. Customers are often used as a source for new-product ideas.
Answer: True Type: Comprehension Page: 220
153. The business analysis stage of the new-product development process is more
expensive than the prototype development stage.
Answer: False Type: Comprehension Page: 220
154. A manufacturer that rushes to bring a new product to market would most likely omit
the business analysis stage of the new-product development process.
Answer: False Type: Comprehension Page: 221
155. The diffusion process is the set of successive decisions an individual makes before
accepting an innovation.
Answer: False Type: Definition Page: 223
156. During the awareness stage of the adoption process, an individual is exposed to the
innovation and becomes a prospect.
Answer: True Type: Definition Page: 223
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157. Xavier would be in the confirmation stage of the adoption process for a new type of
glass cleaning product if he were comparing how well the new type of cleaner cleaned
glass with the results he got from using his usual brand of cleaner.
Answer: False Type: Application Page: 223
158. The innovators category includes more opinion leaders than any other group.
Answer: False Type: Comprehension Page: 224
159. In terms of an innovation characteristic that affects the rate of adoption, relative
advantage refers to the degree to which an innovation is superior to currently available
products.
Answer: True Type: Definition Page: 225-226
160. The adoption rate for a new form of investment insurance will likely be lower than
that for a new flavor of soda because of the complexity characteristic.
Answer: True Type: Application Page: 225-227
161. Presidents of small companies should be included in a product-planning committee.
Answer: True Type: Comprehension Page: 227
162. The brand manager is responsible for planning new products as well as managing
established brands.
Answer: True Type: Definition Page: 227
Fill in the Blank Questions
163. A _____ is a set of tangible and intangible attributes, which may include packaging,
color, price, quality, and brand, plus the seller's services and reputation.
Answer: product
Type: Definition Page: 209-210
164. For most buyers, _____ _____ include milk, batteries, eggs, greeting cards, and paper
clips.
Answer: convenience goods Type: Application Page: 208
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165. Armani suits, Waterford crystal, and Anne Klein jewelry are examples of _____
_____ for many consumers.
Answer: specialty goods Type: Application Page: 210-211
166. _____ _____ include platinum, gold, silver, and coral if they are still in their natural
form.
Answer: Raw materials
Type: Application Page: 211-212
167. Computer CDs, file folders, paper clips, and pencils are _____ _____ for an
accountant's office.
Answer: operating supplies
Type: Application Page: 214
168. A _____ _____ is a statement identifying the role new products are expected to play in
achieving corporate and marketing goals.
Answer: new-product strategy Type: Definition Page: 218-219
169. In the _____ stage of the new-product development process, full-scale production and
marketing programs are planned and then implemented.
Answer: commercialization Type: Definition Page: 221
170. _____ are consumers who are bound by tradition and, hence, are the last to adopt an
innovation.
Answer: Laggards
Type: Definition Page: 225
171. In terms of the characteristics that affect adoption of a new product, _____ refers to
the degree to which an innovation coincides with the cultural values and experiences
of prospective adopters.
Answer: compatibility Type: Definition Page: 226
172. In terms of the characteristics that affect the adoption of new products, _____ refers to
the degree to which an innovation can be seen by others as effective.
Answer: observability
Type: Definition Page: 227
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173. In terms of the characteristics that affect the adoption of new products, a one-serving
bag of a new jalapeno-spiced corn chips would have greater _____ than a $15,000 flatscreen television.
Answer: trialability
Type: Application Page: 227
174. A _____ _____ is an individual who is responsible for planning new products as well
as managing established ones.
Answer: brand manager
Type: Definition Page: 227
Mini-Case Questions
Use the following to answer questions 175-181:
Tammy Foley had always had a fascination with firearms and physics. So when he learned of
the difficulty of capturing a near-perfect round for ballistics matching to weapons used in
crimes, he thought he might develop a system for testing bullets and firearms. While
considering the possibility of developing such a product, Foley realized his major problem
was in finding a medium that would diffuse the energy of a bullet as it leaves the muzzle of a
firearm. He spent three years testing almost 300 different variations and combinations of
synthetic and natural materials before developing a method that worked. He named his
company Ballistics Research. At a demonstration for FBI agents, Foley fired a variety of
different kinds of firearms into his ballistics testing system and retrieved each one in the
condition in which it left the muzzle. Forensics experts at the demonstration expressed
disbelief as they watched the various trials. The ballistic testing units are priced at $12,000,
and very few law enforcement agencies can afford to spend that much.
175. The synthetic materials he used in the construction of the ballistics testing system
would be classified as:
A) operating supplies.
B) consumer goods.
C) accessory equipment.
D) installations.
E) fabricating material.
Answer: E Page: 213
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176. If the FBI were to buy one of Foley's ballistic testing systems, the machine would be
categorized as:
A) operating supplies.
B) consumer goods.
C) accessory equipment.
D) installations.
E) fabricating material.
Answer: C Page: 214
177. The bullets he purchased to test his new system would be categorized as:
A) operating supplies.
B) consumer goods.
C) accessory equipment.
D) installations.
E) fabricating materials.
Answer: A Page: 214
178. In which stage of the new-product development process was Foley after he learned
about the difficulty law enforcement officials were having with traditional ballistics
testing systems?
A) business analysis
B) idea generation
C) idea screening
D) market test
E) prototype development
Answer: B Page: 221
179. As Foley tested the various synthetic and natural materials to see how well they
diffused the force of a bullet leaving a muzzle, he would have been in which stage of
the new-product development process?
A) business analysis
B) idea generation
C) idea screening
D) market test
E) prototype development
Answer: E Page: 220
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180. Foley demonstrated his ballistics testing system during which stage of the new-product
development process?
A) business analysis
B) idea generation
C) idea screening
D) market test
E) prototype development
Answer: D Page: 220
181. Foley hoped the law enforcement agents witnessing the demonstration of his ballistics
testing system would be impressed by its ______, which would encourage them to
adopt the system.
A) relative advantage and observability
B) complexity and trialability
C) compatibility and observability
D) trialability and aesthetics
E) comparability and relative advantage
Answer: A Page: 225-226
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