Problem Set 5

Question 1

In the product idea generation phase of product development, marketing-generated
ideas tend to be

Answer 1

built upon existing designs

Question 2

in the technical requirement stage, Dara’s Doggie Day Care Center would likely find a
high House of Quality correlation between which customer requirement and technical
requirement?

Answer 2

Yard for dogs to run/fencing specifications

Question 3

At Dara’s, the correlation between a soothing interior paint color and customer
satisfaction is rated as 2, on a scale 1-9. We could say that there is a ______________
correlation between the chosen paint color and customer satisfaction

Answer 3

weak, positive.

Question 4

In which stage of the product life cycle should product strategy focus on process
modifications as the product is being “fine-tuned” for the market?

Answer 4

introduction

Question 5

A graphic technique for defining the relationship between customer desires and product
(or service) is:

Answer 5

the house of quality

Question 6

At which stage of the product life cycle is product strategy likely to focus on improved
cost control?

Answer 6

maturity

Question 7

Examples of internal sources in product idea generation

Answer 7

Internal sources are available within the company. The text identifies: marketing,
management, research and development (R&D), and employee suggestions

Question 8

What are some examples of external sources in product idea generation?

Answer 8

External sources are sources that are external to the company. The customer is the
primary source for ideas; other external sources include: original equipment
manufacturers (OEMs), contract manufacturers, industry experts, consultants,
competitors, suppliers, and inventors.

Question 9

Define component reliability and system reliability.

Answer 9

Component reliability is defined as the “probability” that an individual component will
fail during its anticipated lifespan.

System reliability refers to the probability that a
system of components will function over their anticipated lifespan.

System reliability is
a factor of the reliability of multiple components

Question 10

Discuss the importance of product traceability and recall procedures. Why is product
traceability considered an important consumer safety issue?

Answer 10

As vehicles (or any product for that matter) become more complex, a methodology for
tracking the individual product can save money, reputation, and lives.