Multiple Choice Answers

Question 1
The degree to which the beneficial results of an innovation’s use are observable or describable to others is called ________.
A. divisibility
B. plainness
C. relative advantage
D. compatibility
E. communicability
Question 2
Which of the following methodologies takes the list of desired customer attributes (CAs) generated by market research and turns them into a list of engineering attributes (EAs) that engineers can use?
A. quality control processes
B. marketing control
C. control system formation
D. quality function deployment
E. rapid prototyping
Question 3
Most established companies focus on ________ innovation when they aim to enter new markets by tweaking existing products, or they want to stay one step ahead in the market by using variations on a core product.
A. radical
B. incremental
C. competitive
D. continuous
E. spontaneous
Question 4
Identify a shortcoming of giving the responsibility of new product development to the product managers of a company.
A. Product managers are less likely to use participative management.
B. Product managers would not have an operational focus.
C. They would not be familiar with the industry standards.
D. Product managers are often busy managing existing lines.
E. They will find it difficult to gain support from employees.
Question 5
Which of the following is the mental step in consumer-adoption process where the customer starts considering whether to try the innovation?
A. trial
B. awareness
C. interest
D. evaluation
E. adoption
Question 6
Increasingly, new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering.
A. attribute listing
B. lateral marketing
C. morphological analysis
D. reverse assumption analysis
E. forced relationships
Question 7
Identify the stage in the consumer adoption process in which the customer is stimulated to seek information about the innovation.
A. adoption
B. trial
C. awareness
D. evaluation
E. interest
Question 8
Which of the following characteristics is closely associated with late majority adopter groups?
A. opinion leadership
B. deliberate pragmatism
C. high risk aversion
D. low price sensitiveness
E. superior technological knowledge
Question 9
Robert has heard about the latest cell phone from LG electronics that features Wi-Fi hotspot technology. Wi-Fi hotspot is a technology that allows users to share mobile internet with other Wi-Fi enabled devices. Robert visits the company’s Web site to read more about the phone. Robert is in the ________ stage of consumer-adoption process.
A. evaluation
B. interest
C. adoption
D. trial
E. awareness
Question 10
It has been observed that most new products have shorter product life cycles. What is the reason for this?
A. Most new products are not backed by a marketable idea.
B. New products do not get adequate management support.
C. Most new products do not use technology.
D. Social and governmental constraints lead to this failure.
E. Rivals quickly copy products that are successful.