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MKTG 187 > chapter 4 > Flashcards

chapter 4 Flashcards

1
Q

best describes the difference between creativity and
innovation?

A

Creativity is an individual activity while innovation requires group effort.

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2
Q

most people think___

A

reproductively

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3
Q

what is reproductive thinking?

A

solve things the way theyve always been done

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4
Q

creative people think more ___

A

productivley

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5
Q

main obstacles to idea generation

A
  1. group think
  2. targeting error (keep going back to same target market)
  3. poor customer knowlegde
  4. complexity
  5. lack of empathy
  6. too many cooks in the kitchen
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6
Q

management role in idea generation

A
  1. encourage creativity
  2. remove roadblocks
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7
Q

what is a good way to remove a roadblock?

A

itemized response

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8
Q

what is itemized response?

A

before eliminating/judging ideas, discuss the positive first

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9
Q

What are the three inputs required for the creation process- from
Idea to Concept?

A

form, technology, need/benefit

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10
Q

what is form?

A

the physical thing created or steps by which a service will be created

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11
Q

what is technology in the idea sense?

A

source by which the form is attained

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12
Q

what is the need/benefit of an idea-concept

A

only has value if benefit to customer

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13
Q

a concept is developed to the extent that it can be _____

A

tested with potential customers

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14
Q

Why is a product concept considered incomplete if it lacks two out of the three elements:
form, need, or technology?

A

The absence of any two elements makes it difficult to test or prototype the idea
effectively.

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15
Q

how many idea types does a concept need to have ?

A

2/3

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16
Q

what is the difference between a product and a concept?

A

product is a fully formed tangible thing. concepts are fully formed ideas

17
Q

what is the product concept statement?

A

verbal or prototype expression that describes at least 2/3 (form, technology, and need) and how the customer will gain or loose

18
Q

3 ways to shape product concept statement

A
  1. customer has a need, firm calls on a tech to product the form to sell to the customer
  2. firm has the tech that it matches with given market group and finds a need that group has which is met by form
  3. firm envisions a form, created by tech and given to customers to see if they benefit
19
Q

What is the ideal order of inputs for the creation process?

A

Benefit → Technology → Form

20
Q

How can a product concept statement be presented?

A

a. Written description
b. 2D sketch
c. 3D model

21
Q

2 sources of ideas/concepts

A
  1. inside sources (Employees)
  2. outside sources
22
Q

examples of outside sources

A
  1. end users/lead users
  2. stakeholders
  3. general public
  4. other firms
  5. crowdsourcing
  6. partnerships and external technology
23
Q

what are lead users?

A

customers who currently experience problems or need before most everyone else does and wants to find a solution (trendsetters)

24
Q

what is crowdsourcing?

A

obtaining product ideas from large groups of customers

25
Q

5 types of voice of product

A
  1. subtraction template
  2. multiplication template
  3. division template
  4. task unification template
  5. attribute dependency change
26
Q

what is subtraction template. ex?

A

remove a feature you think is important and assess if the product can still work without the feature. ex: take out headphone jack

27
Q

what is multiplication template. ex?

A

make a copy of the product but change it slightly. ex: a pen with 2 colors

28
Q

what is division template? ex?

A

break a product into 2 pieces. ex: sofa that becomes 2 chairs

29
Q

what is task unification template? ex?

A

give a new job to something already in the product. ex: mirror that tells the weather

30
Q

what is attribute dependency change? ex?

A

change relationship between product and environment. ex: sunglasses that get darker in brighter sunlight

MKTG 187 (4 decks)

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