Marketing Applications Unit 3

Which is a source a business often consider when generating product ideas?

• Design costs
• Test results
• Customer complaints
• Promotional plans

What is the advantage to a business of having its employees generate product ideas as a group?

• More participants provide a variety of perspectives.
• It is easier to develop and implement a product concept.
• Group members tend to reach consensus quickly.
• Screening activities can be distributed among several people.

Sandy and members of her team took turns randomly sketching and doodling on a piece of paper. Now, they are studying the doodles, trying to identify the shapes, and determining how the shapes can be related to a particular product opportunity. Sandy and her team are using which creative-thinking technique?

• Synectics
• Brain drawing
• Free association
• Starbursting

To generate innovative product ideas, a business often performs which activity?

• Evaluates traits
• Interprets laws
• Monitors trends
• Measures feedback

Real market opportunity occurs during which situation?

• Good or services can be produced efficiently.
• Entrepreneurs brainstorm ideas.
• Supply exceeds demand.
• Identified wants exist.

Six Thinking Hats is a creative-thinking technique that stimulates ideal generation through which activity?

• Assigning each group member a different job
• Playing the devil's advocate
• Providing positive feedback
• Categorizing information

Market opportunity is often affected by which factor?

• Location
• Timing
• Rewards
• Methodology

Which employee is a good source for obtaining new product ideas because he or she is in contact with customers on an ongoing basis?

• Graphic designer
• Tax auditor
• Sales representative
• Office manager

Which is an example of a manager being unethical when communicating with employees?

• Explaining that some information is confidential
• Deliberately providing insufficient information
• Sending information in simple chart form
• Deliberately limiting the distribution of classified information

Why is it often considered unethical to gossip?

• May not be courteous
• Takes time away from work
• Information may be false
• Is critical of other people