"G" & "H" Flashcards
Gamma Test
A product use test in which the developers measure the extent to which the item meets the needs of the target customers, solves the problems(s) targeted during development, and leaves the customer satisfied.
Gamma / In-Market Testing
Not to be confused with Test Marketing (which is an overall determination of marketability and financial viability), the In-Market Test is an evaluation of the product itself and its marketing plan through placement of the product in a field setting. Another way of thinking about this is to view it as an in-market test using a real distribution channel in a constrained geographic area or two, for a specific period of time, with advertising, promotion and all associated elements of the marketing plan working. In addition to an evaluation of the features and benefits of the product, the components of the marketing plan are tested in a real world environment to make sure they deliver the desired results. The key element being evaluated is the synergy of the product and the marketing plan, not the individual components. The Market test should deliver a more accurate forecast of dollar and unit sales volume, as opposed to the approximate range estimates produced earlier in the Discovery phase. It should also produce diagnostic information on any facet of the proposed launch that may need adjustment, be it product, communications, packaging, positioning, or any other element of the launch plan.
Gantt Chart
A horizontal bar chart used in project scheduling and management that shows the start date, end date and duration of tasks within the project.
Gap Analysis
The difference between projected outcomes and desired outcomes. In product development, the gap is frequently measured as the difference between expected and desired revenues or profits from currently planned new products if the corporation is to meet its objectives.
Garage Bill Scheduling
A scheduling tool that details every task, no matter how small, that must be completed to achieve a deliverable.
Gate
The point at which a management decision is made to allow the product development project to proceed to the next stage, to recycle back into the current stage to better complete some of the tasks, or to terminate. The number of gates varies by company. (See Chapter 21 in The PDMA HandBook 2nd Edition).
Gatekeepers
The group of managers who serve as advisors, decision-makers and investors in a Stage-Gate™ process. Using established business criteria, this multifunctional group reviews new product opportunities and project progress, and allocates resources accordingly at each gate. This group is also commonly called a Product Approval Committee or Portfolio Management Team.
Graceful Degradation
When a product, system or design slides into defective operation a little at a time, while providing ample opportunity to take corrective preventative action or protect against the worst consequences of failure before it happens. The opposite is catastrophic failure.
Gross Rating Points (GRPs)
A measure of the overall media exposure of consumer households (reach times frequency).
Groupware
Software designed to facilitate group efforts such as communication, workflow coordination, and collaborative problem solving. The term generally refers to technologies relying on modern computer networks (external or internal).
Growth Stage
The second stage of the product life cycle. This stage is marked by a rapid surge in sales and market acceptance for the good or service. Products that reach the growth stage have successfully “crossed the chasm.”
Heavyweight Team
An empowered project team with adequate resourcing to complete the project. Personnel report to the team leader and are co-located as practical.
Hunting for Hunting Grounds
A structured methodology for completing the Fuzzy Front End of new product development (see Chapter 2 of The PDMA ToolBook 1).
Hunting Ground
A discontinuity in technology or the market that opens up a new product development opportunity.
Hurdle Rate
The minimum return on investment or internal rate of return percentage a new product must meet or exceed as it goes through development.
