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199) It is common now for laptops and tablets to utilize multitouch functions, such as "pinch to
zoom," either on the screen interface or with the tracking mouse. When the multitouch interface
was first introduced, it was an example of which type of innovation?
A) continuous innovation
B) discontinuous innovation
C) disruptive innovation
D) dynamically continuous innovation
E) evolutionary innovation
200) Pasta sauces have always required the accompanying pasta to be precooked before it is
mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that
calls for uncooked pasta would be an example of
A) a continuous innovation.
B) a discontinuous innovation.
C) an evolutionary innovation.
D) a disruptive innovation.
E) a dynamically continuous innovation.
201) Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush. A key
innovation is its Quadpacer interval timer that goes off after 30 seconds to prompt the user to
move on to the next quadrant of the mouth, resulting in better cleaning and improved gum health.
This is an example of which type of innovation?
A) disruptive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) evolutionary innovation
202) The new Samsung Family Hub Refrigerator has a 21.5-inch touchscreen, ingredient-
tracking fridge-cams, and an assortment of fridge apps. This is an example of which type of
innovation?
A) inventive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) continuous invention
203) A product that requires the learning of entirely new consumption patterns among consumers
is referred to as
A) a continuous innovation.
B) a discontinuous innovation.
C) a dynamically continuous innovation.
D) an evolutionary innovation.
E) a progressive innovation.
204) A discontinuous innovation is a product that
A) disrupts consumers' normal routine but does not require totally new learning.
B) requires no new learning by consumers.
C) is not purchased by innovators and early adopters.
D) initiates obsolescence of a product class.
E) requires consumers to learn entirely new patterns of behavior and product usage.
205) The emphasis of a marketing strategy for a discontinuous innovation would most likely be
to
A) generate awareness among consumers.
B) advertise benefits to consumers that stress points of differentiation.
C) educate consumers about new consumption patterns through personal selling.
D) obtain widespread distribution in multiple channels.
E) stress price differentials from competitors' products.
206) Which of the following products at the time of its introduction was the best example of a
discontinuous innovation?
A) DVD player
B) disposable lighters
C) instant light charcoal
D) liquid laundry detergent
E) automatic dishwashers
207) In the early 1900s, your great-great-grandfather probably purchased his first automobile.
After years of driving a horse and buggy, he got into his new car and drove it into his new
garage. The new automobile was an example of
A) a continuous innovation.
B) a dynamically continuous innovation.
C) a disruptive improvement.
D) a discontinuous innovation.
E) an evolutionary innovation.
208) Dragon Naturally Speaking, a speech recognition software program that allows you to use
your voice instead of a keyboard to input text into a word processing program, is an example of
A) a continuous innovation.
B) a discontinuous innovation.
C) a dynamically continuous innovation.
D) a disruptive improvement.
E) an evolutionary innovation.
Figure 9-3
209) According to Figure 9-3 above, column A represents
A) a spontaneous innovation.
B) a continuous innovation.
C) a discontinuous innovation.
D) a dynamically continuous innovation.
E) an evolutionary innovation.
210) According to Figure 9-3 above, column B represents
A) a continuous innovation.
B) a discontinuous innovation.
C) a disruptive innovation.
D) a dynamically continuous innovation.
E) an evolutionary innovation.
211) According to Figure 9-3 above, column C represents a
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) spontaneous innovation.
E) simultaneous innovation.
212) The Federal Trade Commission (FTC) advises that products should be labeled as "new"
only
A) for a period of one year after it enters widespread distribution.
B) if it is functionally different from a competitor's product.
C) until an improved version of the same product is produced.
D) for a period of six months after it enters regular distribution.
E) for a period of 17 years at which time patent rights are returned to the public domain.
213) Prego introduced a Pasta Bake Sauce, which called for uncooked pasta blended with pasta,
sauce, meat, and cheese in a casserole. Legally, this product should only be labeled as new
A) for the first six months that it was regularly available at a variety of grocery stores.
B) until a competitor such as Ragu had issued a similar product targeted to the same market.
C) as long it retained these exact product characteristics.
D) if it was functionally the same as its salsa sauce.
E) until its advertising had been seen by every member of its target audience.
214) From an organization's perspective regarding its new products and innovations, which of
the following new-product strategies has the lowest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product diversification
215) From an organization's perspective regarding its new products and innovations, which of
the following new-product strategies has the highest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product deletion
216) Mr. Clean is an antibacterial cleaning liquid for home use. If Procter & Gamble (P&G), the
manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean
product line, it would be seen by P&G as
A) a discontinuous innovation.
B) a new product from the company's perspective because it is a product line extension.
C) a high-risk product mix extension because it is new to the market.
D) new by the Federal Trade Commission for the usual one-year period.
E) not a new product because it does not represent a different SKU.
217) Which of the following new products is the best example of the lowest level of risk from the
company's point of view?
A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line
B) moving from production of landline telephones to smartphones
C) marketing the first Apple computer
D) changing the formula from Coca-Cola to New Coke and then back to Coca-Cola Classic
E) offering online marketing classes rebranded under a new college name
218) Using an existing brand name to introduce a product that is new to the company into a
totally new, unfamiliar product category seems like a good idea. This is what toothpaste
manufacturer Colgate did when it put its brand name on Colgate's Kitchen Entrees, which failed
quickly. This innovation strategy is an example of an unsuccessful
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product deletion.
219) Battery maker Duracell introduced a new product called the Duracell Powermat, which is a
wireless charging pad for mobile devices. Because of the perceived fit with its other products,
this new one was received well by consumers despite being in a different product category This
innovation strategy is known as a
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product deletion.
220) Using an existing brand name to introduce a product that is new to the company into a
totally new, unfamiliar market seems like a good idea. Several years ago, disposable pen, lighter,
and razor maker Bic introduced perfume under the Bic brand name and it failed quickly. This
innovation strategy is known as a
A) radical invention.
B) product line extension.
C) disruptive innovation.
D) product deletion.
E) brand extension.
221) A new-product or service protocol is
A) the standardized procedures a firm follows for the inception, design, manufacturing,
promotion, and distribution of a new product.
B) a formalized statement of intent regarding what will be sold, to whom it will be sold, and by
whom it will be sold.
C) maintaining compliance with all licensing, manufacturing, and distribution standards
established by the U.S. Federal Trade Commission (FTC).
D) a statement that identifies a well-defined target market, specific customers' needs, wants, and
preferences, and what the product or service will be and do to satisfy consumers.
E) the raw unwritten ideas to produce a single commercially successful new product.
222) Ideally, before a new product or service is developed, a firm should have a precise
________, which is a statement defining the target market, specifying customers' needs, and
defining what the product or service will be and do to satisfy consumers.
A) formula
B) contract
C) modus operandi
D) protocol
E) methodology
223) New-product or service failures may be reduced or avoided if the company developing
them has
A) support from marketer-dominated sources of information.
B) a clear patent approved by the governments within the countries it wants to market.
C) a statement of competitive intent.
D) stakeholder approval in the development process.
E) a precise protocol.
224) Before a new product or service is developed, a firm should have a precise protocol, a
statement that includes which of the following?
A) a clear plan for product distribution
B) an analysis of potential competitors' products
C) a precise budget of how much can be spent for the marketing program
D) a well-defined target market
E) clear financial goals and expectations
225) Less than ________ of new consumer packaged goods (CPG) exceed first-year sales of $50
million—the benchmark of a successful CPG launch.
A) 3 percent
B) 10 percent
C) 17 percent
D) 28 percent
E) 35 percent
226) When General Mills introduced Fingos, a corn chip-sized sweetened cereal flake, it
assumed that its customers would normally snack on them dry like a potato chip. Unfortunately,
consumers did not switch from munching on popcorn and potato chips. The primary reason for
the failure of Fingos was
A) an insignificant point of difference—consumers wouldn't switch from competing snacks.
B) too little market attractiveness—the growth in the snacks market is declining.
C) poor execution of the marketing mix—General Mills did not offer free samples at grocery
stores.
D) poor product quality—the chips were not the same size.
E) incomplete market and product protocol—the brand name Fingos did not get consumers
excited.
227) One of the eight primary marketing-related reasons for new-product failure is
A) not listening to the voice of the engineer.
B) no economical access to buyers.
C) too much advertising or too aggressive a tone for it.
D) failure to anticipate competitors' actions.
E) insufficient funding for rollout.
228) Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives,
which were scientifically designed to kill cold and flu germs when users sneezed, coughed, or
blew their noses into them. Unfortunately, people didn't believe the claim and were frightened by
the "cidal" in the brand name. The reason for this product failure was
A) an insignificant point of difference.
B) too little market attractiveness.
C) poor execution of the marketing mix.
D) poor product quality.
E) incomplete market and product protocol.
229) Until 1996, U.S. carmakers sent very few right-hand-drive cars to Japan while German
carmakers exported several models with the steering wheel on the right to accommodate driving
on the left-hand side of the road in Japan. American car manufacturers could blame their failure
to a great degree on
A) an insignificant point of difference.
B) too little market attractiveness.
C) not satisfying customer needs on critical factors.
D) poor product quality.
E) incomplete market and product protocol.
230) Hewlett-Packard, for example, introduced its HP Tablet a few years after Apple launched
its original iPad, about the same time Apple introduced its next-generation iPad 2 that featured
multiple apps. According to the textbook, the HP Tablet's failure was due in large part to
A) bad timing.
B) not satisfying customer needs on critical factors.
C) poor product quality.
D) an insignificant point of difference.
E) incomplete market and product protocol.
231) One of the eight primary marketing-related reasons for new-product failure is
A) not listening to the voice of the engineer.
B) insignificant point of difference.
C) too much advertising or too aggressive a tone for it.
D) failure to anticipate competitors actions.
E) insufficient funding for rollout.
232) Thirsty Dog! is a zesty beef-flavored, vitamin-enriched, mineral-loaded, lightly carbonated
bottled water for your dog. It might have been a great product, but competition over shelf space
was fierce and the product could not generate enough sales per square foot for retailers. The
makers of this product had
A) poor product quality.
B) no economical access to buyers.
C) an insignificant point of difference.
D) incomplete market and product protocol.
E) poor execution of the marketing mix.
233) After gaining widespread attention with the media, as well as popularity with teens,
hoverboards made by a variety of manufacturers were found to catch fire or explode. Hoverboard
sales suffered greatly as a result of which common reason for product failure?
A) not satisfying customer needs on critical factors.
B) poor product quality.
C) poor execution of the marketing mix.
D) an insignificant point of difference.
E) bad timing.
234) OUT! International's Hey! There's A Monster In My Room spray with a bubble-gum
fragrance was designed to rid scary creatures from a kid's bedroom. Although a clever idea, it
failed because it
A) did not satisfy customer needs on critical factors.
B) had poor product quality.
C) had bad timing.
D) had an incomplete market and product protocol.
E) had too little market attractiveness.
235) Groupthink occurs in a new product planning process when
A) everyone has an opinion but no one is willing to take charge and guide the discussion.
B) everyone has the same idea after using the brainstorming idea-generation technique.
C) there is too much competition among marketing managers, so no one is willing to share
his/her ideas.
D) someone suspects a problem with a new product concept but is afraid to speak up because
everyone else is so enthusiastic.
E) top management wants the new product to go forward regardless of what anyone else thinks.
236) One of the two organization-related problems of inertia that can cause new-product failures
is
A) poor product quality.
B) encountering the "not-invented-here" problem.
C) poor execution of the marketing mix.
D) bad timing.
E) incomplete market and product protocol.
237) Open innovation is
A) a clear plan for new product distribution that will ensure access for all potential customers
within the first year of release.
B) a formal and comprehensive analysis of competitors' products to discover ideas for product
improvements.
C) an unlimited budget that can be spent for the marketing program for a new product.
D) designing a product around specific customers' needs, wants, and preferences.
E) the practices and processes that encourage the use of external and internal ideas and
collaboration when conceiving, producing, and marketing new products.
