Sample Questions (for exam preparation)

New Product Development Processes (1ZZ32)

This document is prepared for the students who take 1ZZ32 course to give students a general
idea about the exam questions and format of the examination.
This informatory document consists of 15 multiple choice questions and 2 essay questions.
Please note that, there will be 30-35 multiple choice questions and 2-3 essay questions in the
actual examination.

Date : DD MM YYYY
Time : HH:HH
Place : N.A.

-- PLEASE WRITE CLEARLY AND READABLE!!! GIVE CONCISE ANSWERS--

Name:

Studentnumber:

This exam has X pages, including this first page. Please check this.

First read this:

The answers to multiple-choice questions have to be put on the MC answer sheet.

The answers to the essay questions can be put on the exam itself. There is enough room
for each question in the answer sheets for essay questions
Put your name and number on the answer form for multiple choice questions.
This exam is meant for students who followed New Product Development Processes Course
(1ZZ32) given by Umut Konus.
The total of credits to be earned is 100.
You have to hand in the answer form at the end of the exam.

When finished:

You hand in both answer form, and this exam

SCORE Credits Maximum

Assignment 1: XX Multiple choice questions
Assignment 2:
Assignment 3:
Assignment 4:
Total 100

1
Assignment 1: Multiple Choice

1. _____ is used to evaluate the marketing plan.

a. Concept test
b. Product use analysis
c. Sales review
d. Market test

2. Boeing makes passenger, cargo, short-haul and long-haul aircraft from the same design, with
many shared components. This is an example of Boeing using a

a. Product platform
b. Brand platform
c. Channel platform
d. Category platform

3. The product innovation charter (PIC) utilizes all of the following as inputs EXCEPT

a. Employment policies
b. Corporate mission
c. Platform planning
d. Strategic fit

4. _____ is a statistical technique which uses maps of the market to determine how various
products are perceived by how they are positioned on the market map.

a. SWOT analysis
b. Gap analysis
c. Risk analysis
d. Trend analysis

5. VGZ Zorgverzekeringen is seeking to identify unsatisfied market segments in the health care
insurance segment. It wants to concentrate its efforts on developing concepts ideally suited to
the needs of these segments. The firm is MOST likely to employ

a. Benefit segmentation
b. A risk/payoff matrix
c. Calibrated heuristics
d. Promotion segmentation

6. _____ are the most desirable form of product attributes for a protocol to use.

a. Features
b. Prices
c. Benefits
d. Functions

2
7. In the House of Quality (HOQ) approach, customer attributes are converted to

a. Production requirements
b. Process operations
c. Engineering characteristics
d. Parts characteristics

8. As Tefal introduces its new product into "up-scale" stores, its "old" product is moved to
"mass-merchandisers"--and eventually, to discount stores. The product replacement strategy
being employed by the firm is:

a. Splitting channels
b. Roll-in, roll-out
c. Marketing
d. Downgrading

9. The new product development process ends when:

a. A product prototype is created

b. The new product is successful
c. The new product is launched
d. The product use tests are successful.

10. Given below are examples of corporate strengths that managements have asked be used
to differentiate the firm's new products. Which of these have a market focus?

a. Herman Miller: Utilize our fine furniture designers

b. IBM: Be for all people in computers, not just techie type
c. Braun: Utilize innovative design in every product
d. White Consolidated: Be made on our assemble lines

11. Scenario analysis is BEST used for all of the following, EXCEPT:

a. To identify potential future problems

b. For firms seeking new-to-the market products
c. To evaluate the potential impact of present/emerging trends
d. To record observational data by watching customers

12. All of the following are product benefits EXCEPT:

a. Uses
b. Savings
c. Functions
d. Economic gains

13. The first step toward customers adoption of a product is:

a. Launch
b. Announcement
3
c. Awareness
d. Pre-announcement

14. According to the Cumulative Expenditures Curve of new product development, % of EARLY
EXPENDITURES are more likely to be HIGHER for:

a. A new insurance plan

b. A new pharmaceutical product.
c. A new soft drink
d. A new candy bar

15. Identify the new products organization option, where there is recognition of the occasional
need for stronger project push, projectization is high, and team people are project people first
and functional people second.

a. Project venture
b. Balanced project
c. Project spinout
d. Project matrix

4
Assignment 1: Development/ Product Use Testing

Please use the answer sheet on Page X to answer this question

1.a. Please define product use testing and explain why firms should undertake product use
testing in the development phase of new products process. (X points)

1.b. Please provide definitions/descriptions of: Alpha Testing, Beta Testing and Gamma
Testing, explain what they are used for and how and highlight the differences between these
tests. Also discuss in which industries each of these test is most preferred/used and why ?
(X points)

1. Identify and describe three DISADVANTAGES of conducting a product use test?

Do you think those arguments are relevant for companies? Briefly discuss you answer.
(X points)

Assignment 2: Analytical Attribute Approaches & Qualitative Techniques

Please use the answer sheet on Page Y to answer this question

2.a. Please identify four qualitative techniques that can be used to incorporate customer input
into concept generation and describe two of them in detail (e.g., what are they used for? how
they are used ? etc. )
(7 points)

2.b. Tefal Actifry/ Qualitative Analysis:

Actifry is a new fryer by Tefal allows customer to cook & fry the
food with just one spoonful of oil and only 3% fat. Not only
healthier, this makes the Actifry more economical to run, as
well as being safer to operate and the icing on the cake, being
easier to clean. (Tip: remember NPD exam on 26 January)

No preheating required ready to use when you are

Large viewing window to observe cooking
1kg food capacity
1 spoonful of oil is enough for 1kg of chips
Length of time is longer to cook compared to normal
deep fat fryers

Please assume that you are a manager at new product development team at Tefal. You are
given the assignment to come up with a new product concept (a further developed version of
Tefal Actifry which could be superior than the previous version in various ways).

Choose and elaborate on one qualitative analysis technique (pick only one!) which could be
used in this process. Briefly show how you can use this qualitative technique to come up with a
new product concept based on the improvement of the previous version.
Briefly explain your analysis (demonstration) by using the product specifications and description
of Tefal Actifry given above.
Note: Please keep in mind that you do not need to go into technical details. The only thing you
should show is: How could you use one specific qualitative analysis in concept generation.
(7 points)

5
Answer Sheet: Open Questions

Assignment 1
a.

b.

c.

6
Assignment 2

a.

b.

c.