The full screen should generally be carried out just prior to the product launch phase of the basic new
products process.
True False - false
Long-run repeat purchase (Rt)
A-T-A-R model - Rs / (1+Rs-Rr)
Market share
A-T-A-R model - T x Rt x Awareness x Availability
**ATAR
The full screen conducted for a concept identifies the feasibility of technical accomplishment and
feasibility of commercial accomplishment of the concept.
True False - true
If a concept passes the full screen, the next phase in the new products process is the product launch
phase.
True False - false
Concepts that pass the full screen are "rank-ordered" by attractiveness so that the firm has some
options on standby when an ongoing project stalls or is canceled.
With reference to the source of scoring model factors, "margins on sales" is a surrogate factor
considered in Level Two.
True False - false
The list of factors used in the scoring model for the full screen should be reduced as much as possible
and always kept fluid.
True False - true
Raw materials or components supply is one of the technical success factors included in the Industrial
Research Institute Scoring Model.
True False - false
Customer strength is one of the commercial success factors in the Industrial Research Institute Scoring
Model.
True False - true
A key role for the product innovation charter is to point out exclusions that are sometimes called culling
factors.
True False - true
,Scoring models are advantageous because of their use of weights as the weightings are not judgmental.
True False - false
According to the screening model developed by Robert Cooper, the must-meet criteria are designed to
weed out the bad projects and function as high hurdles for the new product project.
True False - true
According to the screening model developed by Robert Cooper, must-meet criteria include market
attractiveness.
True False - false
The Analytic Hierarchy Process (AHP) is a purely statistical technique used to identify the correlation of
specified factors with past successes and failures.
True False - false
When used as a full screen technique, the Analytic Hierarchy Process (AHP) gathers managerial
judgment and expertise to identify the key criteria in the screening decision.
True False - true
The full screen should generally be carried out just prior to:
A. developing the product innovation charter.
B. the onset of technical development.
, C. concept testing.
D. launching the product. - B
The primary purpose of the full screen is to:
A. estimate the feasibility of technical and commercial accomplishments.
B. finalize the overall marketing plan for the product.
C. develop and test a prototype of the product.
D. obtain the information required for developing the product innovation charter. - A
If a concept passes the full screen, _____.
A. it enters the concept development stage
B. the next phase in the new products process is development
C. the product innovation charter for the concept is developed
D. it undergoes concept testing - B
Which of the following is most likely to help managers in screening hundreds or even thousands of new
product concepts in a year?
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