Question 1

In launch management of new products, a tracking variable is relevant if it identifies the key problem.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements is true about an after-action review (AAR) ?

Accepted Answer

A)   It essentially involves managers moving around the market to find if problems are coming about, and then planning what will be done if they are.
B)   It is limited to the top management as they are the only ones who have direct experience with the entire product development cycle.
C)   It need not be terribly formal, in some cases a couple of individuals meeting briefly after a customer visit might suffice.
D)   It fails to identify weak areas in a firm's product development processes that need to be fixed.E) B) and D)
F) None of the above

Question 3

Which of the following statements is true regarding the launch management for temporary products?

Accepted Answer

A)   Production is contracted out if possible.
B)   Follow-on products need to be scheduled.
C)   Long-term service facilities need to be built.
D)   Prices are gradually increased.E) A) and B)
F) All of the above

Question 4

In the context of the innovation dashboard that establishes metrics to evaluate a firm's new products process, which of the following is an input metric?

Accepted Answer

A)   Time to market
B)   R&D spending
C)   Budgeted versus actual time
D)   Percentage of salesE) A) and D)
F) A) and C)

Question 5

In launch management, when the potential customers of a new product are not making trial purchases of the product, then tracking is most likely to be done by:

Accepted Answer

A)   inquiring among the firm's suppliers and media.
B)   withdrawing the product from the market.
C)   watching the moves of a chief competitor closely and imitating the same strategy to firm's benefit.
D)   instituting a series of follow-up telephone calls to prospects who have received sales presentations.E) None of the above
F) B) and C)

Question 6

In which of the following stages of a product deletion process does a firm consider the full effects of the deletion on its overheads, expenses, and capacity utilization?

Accepted Answer

A)   Product recognition stage
B)   Implementation stage
C)   Evaluation and decision formulation stage
D)   Analysis and revitalization stageE) All of the above
F) B) and C)

Question 7

Briefly discuss the use of social media metrics in launch management.

Accepted Answer

There has been an increased use of socia...

Question 8

Which of the following statements is NOT true about an after-action review (AAR) ?

Accepted Answer

A)   Its goal is to identify what went right and what went wrong in product development.
B)   It includes statements of planned objectives and actual results.
C)   It is limited to the top management as they are the only ones who have direct experience with the entire product development cycle.
D)   It includes a statement of what has been learned in a product launch, and an outline for the next steps.E) All of the above
F) B) and C)

Question 9

In the context of the innovation dashboard that establishes metrics to evaluate a firm's new products process, identify a process effectiveness metric.

Accepted Answer

A)   Number of new products introduced
B)   Number of new product ideas in the pipeline
C)   Percentage of new product ideas sourced from outside a firm
D)   Number of employees devoted to innovationE) A) and C)
F) A) and D)

Question 10

In principle, launch management plans of large and small firms are exactly the same-problem, tracking variable, trigger point, and remedial plan ready to go.

Accepted Answer

A) True 
 B)False

Question 11

A(n)  _____ is designed to capture the events leading up to a product launch and to try to understand the thinking behind the actions taken.

Accepted Answer

A)   after-action review (AAR) 
B)   A-T-A-R model
C)   expected effects matrix
D)   hierarchy of events matrixE) A) and B)
F) A) and C)

Question 12

If a product's market window of profitability is shorter than expected, this may indicate a turning point in the life cycle and may require strategic thinking for the next product put into development.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is true of metrics for innovation?

Accepted Answer

A)   It is not an effective practice to get external validation for performance metrics.
B)   Performance metrics need to be adjusted and fine-tuned through time, so that they are aligned with business goals.
C)   In the recent times, there has been a drastic decline in the use of social media metrics in launch management.
D)   The fewer the performance metrics, the greater the conflict between themselves.E) B) and C)
F) All of the above

Question 14

It is an ineffective practice to contract out the production of temporary products.

Accepted Answer

A) True 
 B)False

Question 15

The second step in a launch management system for a new product involves:

Accepted Answer

A)   reducing the list of potential problems to a controllable number.
B)   designing an effective tracking system.
C)   developing contingency plans.
D)   identifying potential problems using situation analysis.E) B) and C)
F) A) and C)

Question 16

The toughest part of a product's launch management is developing a situation analysis.

Accepted Answer

A) True 
 B)False

Question 17

With reference to the expected effects matrix, which of the following problems represents control variables that require contingency planning and tracking, if possible?

Accepted Answer

A)   Noticeable events with low likelihood of occurrence
B)   Harmful events with low likelihood of occurrence
C)   Noticeable events with moderate likelihood of occurrence
D)   Harmful events with high likelihood of occurrenceE) C) and D)
F) A) and B)

Question 18

In the expected effects matrix, those problems placed in the bottom/right cell:

Accepted Answer

A)   should be taken care of immediately.
B)   are alert variables that must be watched closely.
C)   can be safely ignored.
D)   are control variables that require contingency planning and tracking, if possible.E) A) and D)
F) All of the above

Question 19

In the launch management of a new product, a tracking system is designed to:

Accepted Answer

A)   tell the firm when to implement the contingency plans.
B)   identify potential problems.
C)   reduce the problem list to a size the firm can handle and control.
D)   track the movement of the product from the manufacturing unit to the shipping dock.E) B) and C)
F) A) and D)

Question 20

Which of the following is least likely to need a launch management plan?

Accepted Answer

A)   Industrial commodities
B)   Fad products
C)   Agricultural commodities
D)   Health care servicesE) B) and C)
F) All of the above

Exam 17: Launch Management

Which of the following is least likely to need a launch management plan?

Correct AnswerverifiedShow Answer

In principle, launch management plans of large and small firms are exactly the same-problem, tracking variable, trigger point, and remedial plan ready to go.

Correct AnswerverifiedShow Answer

Briefly discuss the use of social media metrics in launch management.

Correct AnswerverifiedThere has been an increased use of socia...View AnswerShow Answer

In launch management, when the potential customers of a new product are not making trial purchases of the product, then tracking is most likely to be done by:

Correct AnswerverifiedShow Answer

The toughest part of a product's launch management is developing a situation analysis.

Correct AnswerverifiedShow Answer

A(n) _____ is designed to capture the events leading up to a product launch and to try to understand the thinking behind the actions taken.

Correct AnswerverifiedShow Answer

In launch management of new products, a tracking variable is relevant if it identifies the key problem.

Correct AnswerverifiedShow Answer

In the expected effects matrix, those problems placed in the bottom/right cell:

Correct AnswerverifiedShow Answer

In the launch management of a new product, a tracking system is designed to:

Correct AnswerverifiedShow Answer

Which of the following statements is true of metrics for innovation?

Correct AnswerverifiedShow Answer

It is an ineffective practice to contract out the production of temporary products.

Correct AnswerverifiedShow Answer

In the context of the innovation dashboard that establishes metrics to evaluate a firm's new products process, identify a process effectiveness metric.

Correct AnswerverifiedShow Answer

In which of the following stages of a product deletion process does a firm consider the full effects of the deletion on its overheads, expenses, and capacity utilization?

Correct AnswerverifiedShow Answer

Which of the following statements is NOT true about an after-action review (AAR) ?

Correct AnswerverifiedShow Answer

With reference to the expected effects matrix, which of the following problems represents control variables that require contingency planning and tracking, if possible?

Correct AnswerverifiedShow Answer

Which of the following statements is true about an after-action review (AAR) ?

Correct AnswerverifiedShow Answer

If a product's market window of profitability is shorter than expected, this may indicate a turning point in the life cycle and may require strategic thinking for the next product put into development.

Correct AnswerverifiedShow Answer

Which of the following statements is true regarding the launch management for temporary products?

Correct AnswerverifiedShow Answer

In the context of the innovation dashboard that establishes metrics to evaluate a firm's new products process, which of the following is an input metric?

Correct AnswerverifiedShow Answer

The second step in a launch management system for a new product involves:

Correct AnswerverifiedShow Answer

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There has been an increased use of socia...
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