PM 127 Product Development : Entre 2

All existing goods and services began with a(n)

• a. idea

• b. solution

• c. target market

• d. financial investment

Answer explanation

The development of a product involves a process. The first step in product

development is coming up with an idea. An idea is the result of mental thought processes.

Once the idea for a product exists, it is possible to determine the needed financial

investment and the target market for the product. A solution is an answer to a problem.

Solutions to problems result from the generation of ideas.

Which of the following factors have resulted in a greater focus on new product ideas:

• a. Less competition and shorter product life cycles

• b. More competition and longer product life cycles

• c. Less competition and longer product life cycles

• d. More competition and shorter product life cycles

Answer explanation

As the global economy grows, the

number of competitors in the market grows as well. To gain or maintain an edge over

competitors, businesses continually search for ways to improve their existing products

and develop new products. Also, products’ life cycles are becoming shorter. As products

near the ends of their lives, the market puts pressure on businesses to develop new uses

for these existing products or replace them with something completely new.

The creative-thinking process often involves the use of different methods that

• make connections between two unrelated things.

• reflect a set of clear policies and procedures.

• eliminate the need for rational-thinking processes.

• instill the subconscious mind with clear thoughts.

Answer explanation

Creative thinking is defined as a way

of focusing the mind to generate new and innovative ideas. There are many ways to

generate ideas. To stimulate the concept of “thinking outside the box,” many creative-

thinking methods try to make connections between two unrelated concepts or things.

Although some creative-thinking methods use guidelines to develop new ideas, the use

of strict policies and procedures can also inhibit creativity. Creative thinking is not used

to eliminate the need for rational thinking processes, nor does it necessarily instill clear

thoughts into a person’s subconscious mind.

What tools are needed when using the forced analogies method of creative thinking?

• a. Syntax and antonyms

• b. Metaphors and similes

• c. Allegories and syntax

• d. Metaphors and antonyms

Answer explanation

Forced analogies are a synectics creative-thinking method

involving the use of metaphors and similes to create connections where none currently

exist. A metaphor is a figure of speech in which one idea, concept, or entity is compared

to or used in place of another. A simile is a figure of speech in which two unlike things are

compared using the words “like” or “as.” An antonym is a word that means the opposite of

another word (e.g., happy is the opposite of sad). Syntax refers to the order or manner in

which words are put together in terms of grammar. An allegory uses symbolism to convey

an idea or concept.

Marketable goods and services are often developed because an existing problem needs to be

• a. protected

• b. solved

• c. provoked

• d. created

Answer explanation

Problems are any obstacles affecting a desired outcome. When developing

marketable products, there are often situations that require innovative thinking to solve or

alleviate the obstacles. For example, ready-made cookie dough was developed to address

a problem regarding the time it takes to prepare a dessert. Problems do not need to be

protected, provoked, or created.

The primary goal during the brainstorming process is to

• a. rate each idea in relation to one another

• b. analyze each idea as it is presented

• c. come up with as many ideas as possible

• d. come up with a set number of ideas within a certain time

Answer explanation

Brainstorming is a creative-thinking technique

involving the identification of as many different ideas as possible during a certain time

frame. The process involves getting ideas out in an open, nonjudgmental environment.

Therefore, rating and analyzing ideas are not primary goals during brainstorming sessions.

The internet has replaced traditional newspapers as the primary source of news and information for many people. Internet news sites are an example of

• a. lateral thinking

• b. programmed thinking

• c. complementary goods

• d. substitute goods

Answer explanation

Substitute goods are products that can be used in place of others

because they satisfy the same needs and wants. For many people, internet news sources

satisfy the same needs and wants as traditional newspapers. Therefore, internet news

sites can be substituted for newspapers. Complementary products are goods and/or

services that are used together, such as skirts and blouses, ski boots and skis, or software

and computers. Lateral thinking is a process used to solve problems and generate ideas

in purposely illogical ways. Programmed thinking is a process used to solve problems and

generate ideas in logical, analytical, and organized ways.

What type of thinking involves approaching an issue from new, illogical directions and using illogical methods to develop new ideas?

• a. Lateral

• b. Morphological

• c. Forced

• d. Programmed

Answer explanation

Lateral thinking is a process used to solve problems and generate ideas in

purposely illogical ways. Brainstorming, free association, forced questioning, and synectics

are examples of lateral thinking methods. Programmed thinking is a process used to solve

problems and generate ideas in logical, analytical, organized ways. Morphological analysis

is a creative-thinking method that involves listing the attributes of a product and then

combining some or all of the product’s attributes in different ways to create new products.

Forced thinking is not a type of creative-thinking technique.

Which of the following guidelines must be followed when using the relay brainstorming creative-thinking method:

• a. You can only use relay brainstorming alone

• b. You cannot compete against others

• c. You can respond in any order

• d. You cannot help your teammates

Answer explanation

Relay brainstorming resembles a relay race.

It involves multiple individuals from competing teams responding in a certain order

with no assistance from teammates.

Some business professionals are reluctant to generate new product ideas because they

• a. are lateral thinkers

• b. think outside the box

• c. are afraid of risk

• d. like to explore

Answer explanation

Many business professionals are reluctant to generate new product

ideas. Some are worried about the unknowns and risks that come with new products.

Some are not good at thinking “outside the box.” Others are afraid to voice new product

ideas due to criticism and ridicule that their ideas may attract from closed-minded

coworkers and supervisors. Lateral thinkers, who typically are good at thinking outside

the box and like to explore, are likely to generate and share their ideas.