308) Simulated test markets (STMs) are often run in shopping malls where consumers are
A) asked how much a person is willing to pay for an unfamiliar item.
B) asked whether they saw the firm’s advertising campaign.
C) questioned about how often they are likely to shop in that particular location.
D) asked to identify differences between the consumer’s behavioral intention and actual behavior
regarding a firm’s new product.
E) shown the product or the product concept and are asked about usage, reasons for purchase,
and important product attributes.
309) The stage of the new-product process that positions and launches a new product in full-
scale production and sales is referred to as
A) marketing program execution.
B) disbursement.
C) launch.
D) commercialization.
E) final distribution.
310) Commercialization is
A) the point at which a new product has diffused throughout the marketplace.
B) the introduction of an offering to sequential geographic areas of the United States.
C) the process of exposing actual products to prospective consumers under realistic purchase
conditions.
D) the stage of the new-product process that positions and launches a new product in full-scale
production and sales.
E) the point where new-product concepts are transformed into prototypes.
311) Commercialization is the stage in the new-product process
A) at which the product is positioned and launched in full-scale production and sales.
B) during which the firm performs its final evaluations of the new product.
C) when second-year sales forecasts are compared to actual first-year sales figures using a
marketing dashboard.
D) when advertising campaigns are evaluated using Starch scores to identify brand awareness.
E) at which the product generates the greatest sales and profits.
312) The most expensive stage in the new-product process for most products and services is
A) commercialization.
B) screening and evaluation.
C) business analysis.
D) development.
E) market testing.
313) GoPro did an environmental scan that uncovered a social trend toward sharing experiences
during which stage of the new product development process?
A) business analysis
B) new-product strategy development
C) screening and evaluation
D) commercialization
E) idea generation
314) GoPro uses all of the following sources to generate new-product ideas except which?
A) consumer shared content
B) a team of professional and amateur athletes
C) employees
D) retailers
E) R&D lab IDEO
315) During which stage of the new product development process does GoPro analyze a new
product’s potential lifecycle, including time to break even and time for potential responses by
competitors?
A) business analysis
B) new-product strategy development
C) screening and evaluation
D) commercialization
E) idea generation
316) During the business analysis stage of the new product development process, GoPro
considers the likelihood of ________, especially when introducing new, less expensive products
like Hero Session that may hurt existing product sales.
A) protocols
B) failure fees
C) slotting fees
D) cannibalism
E) market testing
317) Briefly define a product. Explain the characteristics that would define a product, good,
service, and an idea. Give an example of each.
318) Explain the difference between consumer products and business products. Why are some
products difficult to categorize as one or the other? Give an example of a business product, a
consumer product, and a product that is difficult to categorize.
319) What are the four types of consumer products? How do they differ?
320) Explain the differences in promotion between convenience, shopping, specialty, and
unsought products.
321) Explain what an unsought product is and give some examples.
322) The movie The Last Jedi opened originally in a select number of theaters a week before
opening nationwide. After its theater run, it was shown on pay-per-view channels and then on
premium movie channels. The movie also was made widely available at RedBox, via Netflix,
and on DVD/Blu-ray. What type(s) of consumer product is this movie? Explain your answer.
323) Define derived demand and provide an example not included in the text.
324) What categories of products are classified as business support products? Give an example
of each category.
325) Describe the three ways services can be classified.
326) Characterize the difference between a product line and a product mix. Give an example of
each.
327) Services incorporate the four I’s of product marketing. How would each of these four
elements apply to a stock brokerage service?
328) What does it mean when we say services are intangible? How do marketers of services
overcome the problems associated with intangibility?
329) What is the difference between intangibility and inseparability of services?
330) Describe the different ways to define a product as new.
331) Compare continuous, dynamically continuous, and discontinuous innovations. Provide the
marketing strategy and an example of each.
332) What are the eight marketing reasons for new-product failures?
333) The Thirsty Dog! beverage is an example of a product that failed in the marketplace.
Identify and describe the reason(s) for this unique item’s marketing-related product failure.
334) Identify and describe each stage in the new-product development process in the correct
order.
335) What is idea generation in the new-product development process? From where do forward-
thinking marketers get their ideas?
336) How can a firm use a test market in its new-product development process?