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1. The new products process essentially turns a profit flow into an opportunity.
2. In the project evaluation phase of the new products process, a full screen uses a scoring
model of some type and results in a decision to undertake development, but never to quit.
3. The development and launch phase of the new products process comprise what is
popularly called the "fuzzy front end".
4. A batch concept is generated during the concept evaluation phase of the new products
process.
5. A fully screened product passes the test of fit with a company's situation.
6. One of the benefits of accelerating time to market is that the product will be on the
market for a longer period of time before becoming obsolete.
7. Firms that strive for mindshare think not about the speed of an individual product‘s
development and launch, but rather about creating a dominant position in the mind of the
customer.
8. A recommended way to cope when facing a high-turbulence environment is to encourage
inflexibility by freezing a product concept until the last possible moment.
9. Using the cash-to-cash metric to complement speed-to-market helps a firm manage just
the moment of launch, not the whole launch phase.
10. As opposed to goods, services are mass produced.
11. Firms that launch new-to-the-world products into the market incur a significantly lower
long-term survival rate than those that enter the market later.
12. Discovery-driven planning requires that managers make assumptions about the future in
order to build their forecasts and targets, recognizing that these assumptions may be quite
wrong.
13. Discovery-driven planning is typically seen in less-uncertain markets, where past results
cannot be used to build predictable forecasts of the future.
14. In order to move promising radical innovation projects forward, senior management at
some firms establishes a self-directed management team charged with moving an R&D
innovation project to business operating status.
15. Technology-driven innovation doesn't really solve a customer problem, and therefore
there is no application that can be brought to market.
16. Which of the following phases of the new products process involves selecting a high
potential opportunity and beginning customer involvement?
17. Designing and validating the production process for the best prototype takes place during
the _____ phase of the new products process.
18. In the context of the new products process, which of the following best defines a full
screen?
19. 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.
20. 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?
21. In the context of opportunity identification and selection, DuPont's discovery of Surlyn, a
material with hundreds of potential uses, would fall under which of the following categories?
22. An example of an internal mandate is the ____, which tends to increase the discrepancy
between a firm‘s current sales and the target sales established during long-range planning.
23. 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?
24. The _____ comes into play once an opportunity is approved, and managers turn to various
techniques to guide new product people in exploiting it.
25. In the _____ phase of the new products process, opportunities are carefully and
thoroughly described, then analyzed to confirm that a sales potential does, indeed, exist.
26. 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?
27. When evaluating a new product proposal, a(n) _____ is used to see what potential
consumers think about the idea.
28. In the new products process, after evaluating an idea, various views on the idea are
combined together in what is often called the:
29. Project evaluation involves preparing a statement of what is wanted from the new
product, and this statement is called the:
