Midterm True or False Flashcards
Procter & Gamble products are developed in only five research centers located in one country, and the Swiffer was tested only in Asia.
False
The new products team consists of a cross-functional group, including members from marketing, R&D, engineering, manufacturing, production, and design.
True
New-to-the-world products are inventions that establish entirely new markets, such as the Polaroid camera, iPod, iPad, HP laser printer, Rollerblade inline skates, and P&G’s Febreze and Dryel.
True
New-to-the-firm products are items that a firm has already produced in the past and are not new to the company. Examples include P&G’s first shampoo or coffee, Hallmark gift items, AT&T Universal credit card, and Canon laser printer.
False
Repositionings involve products that are redesigned with a completely new appearance but are marketed to the same target market and use. This does not include retargeting to new users or new target markets.
False
Fuzzy gates are rarely used in the analysis process because they completely halt the decision-making, causing delays and slowing down the overall process.
False
Most firms use a First-Generation process with rigid phases and no flexibility for overlapping or fuzzy gates, focusing on incremental products rather than breakthrough innovations.
False
Phase 4: Development focuses solely on technical specifications and production, excluding strategic marketing, business plan approval, and product enhancements like service, packaging, or branding.
False
The stages of concept/project evaluation include screening (pretechnical evaluation), concept testing, full screening, and project evaluation, where preparation of the product protocol begins.
True
Phase 2: Concept Generation involves selecting a high-potential and urgent opportunity, engaging customers, collecting available new product concepts that align with the opportunity, and generating additional ideas.
True
Activities that feed strategic planning for new products are primarily centered around historical data and static market analysis, disregarding the need for agile responses to emerging competitive threats or the urgency to adapt to aggressive new market entrants.
False
Senior executives in P&G Cosmetics, along with corporate-level management, were deeply committed to ensuring the success of the brand through effective leadership and collaboration.
True
P&G Cosmetics frequently launched new products without considering market conditions, often releasing multiple eye makeup items in quick succession, disregarding any “initiative rhythm” to maintain excitement.
False
P&G Cosmetics initially lacked a clear product strategy, with unfocused initiatives and too many targeted customer segments, despite strong senior management commitment to new products.
True
Having a global innovation culture, which involves understanding business and cultural differences and being open to global markets, is crucial for success.
True
