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29. A product concept that originated in the advertising world that essentially says, "Product
X is better for your use than other products because…." is known as:
30. Esqua Inc., a manufacturer of soaps and shampoos, claims that its latest brand of soaps,
Esqua Plus, is superior to the average soap brand because, unlike other soaps, Esqua Plus
combines both antibacterial and moisturizing properties and offers longer-lasting deodorant
protection. In this scenario, which of the following concepts is Esqua using to encourage its
customers to try its products?
31. Product positioning can be facilitated to a large extent by _____, which provides key
information on desirable positioning options for products.
32. Which of the following is a difference between function and feature?
33. _____ are the most desirable form of product attributes for a protocol to use.
34. Merrill-Dow's advertisement, "The new bulk laxative will dissolve completely in a four-
ounce glass of water in 10 seconds," refers to which of the following product attributes?
35. Lasol Co., a manufacturer of instant foods, publishes an advertisement in the newspaper
that reads, "Just add hot water and have your Lasol Curry Noodles ready in minutes!" Which of
the following product attributes is Lasol focusing on in its advertisement?
36. Which of the following best defines a product?
37. An advantage of specifying the protocol in terms of _____ is that it places no constraints
on the R&D staff: They are given free rein to figure out how best to design the product so that it
provides the desired advantage.
38. Performance specs or performance parameters are often used by marketers to define
products and relate to the product attribute of _____.
39. Marketers may describe functions in a product protocol as _____.
40. Protocols for services are most likely to be stated in _____.
41. Technical people often come up with _____ for a new product first, based on technologies
they have.
42. When an automobile manufacturer makes a statement, "The car, using the new German
11-Z4 engine, must accelerate from 0 to 60 miles per hour in 8 seconds," he is expressing a
product function in terms of a(n) _____.
43. Plants to be built and quality to be achieved is associated with which of the following
components of a product protocol?
44. _____ has been defined as a complete set of customer wants and needs, expressed in the
customer's own language, organized the way the customer thinks about, uses, and interacts with
the product, and prioritized by the customer in terms of both importance and performance.
45. ____ is a tool of project control invented by the Japanese automobile industry that can
lead to reduced design time and costs, and more efficient communication between project team
members from functional areas.
46. Engineering characteristics and customer attributes are part of the _____.
47. In the House of Quality (HOQ) approach, customers' needs are converted into _____.
48. Which of the following types of firms are most likely to question the need of utilizing
quality function deployment (QFD)?
49. The protocol process is difficult because:
50. Protocols created by _____ are most likely to be accepted and successful.
51. What is a product protocol?
52. Discuss the general purposes of the product protocol statement.
53. Discuss product positioning.
54. What are the three types of product attributes?
55. What are the various advantages of using quality function deployment?
