CHAPTER 8 (answers are highlighted) 8.

What does a British consultant group, Oakland,

1. Which of these are NOT part of the New Product Process recommend as a way to model market opportunities
Phases? against their potential value?
a. development a. Decay Curve
b. concept generation b. A-T-A-R Model
c. concept/project evaluation c. Risk/Payoff Matrix
d. project actualization d. Cumulative Expenditures Curve
e. opportunity identification and selection e. 3A’s Matrix

2. In this New Product Process Phase, ideas begin to 9. Which of these are NOT part of the acronym “A-T-A-R”
appear and the purpose of evaluation changes – the goal of the A-T-A-R concept?
is to avoid the big loser or the sure loser. a. trial
a. development b. availability
b. concept generation c. applicability
c. concept/project evaluation d. repeat
d. project actualization e. awareness
e. opportunity identification and selection
10. Which of these concepts are NOT part of the Planning
3. During this New Product Process Phase, attention turns Evaluation System that help us decide whether to concept
to launching the item and the evaluation issue now is test, how long to run a field use test, whether to roll out
whether the firm has proven itself able to make and or go national immediately, and how thorough a financial
market the item on a commercial scale. analysis to demand?
a. development a. Strategic Fit
b. concept generation b. People Dimension
c. concept/project evaluation c. Everything Is Tentative
d. launch d. Surrogates
e. opportunity identification and selection e. Potholes

4. What New Product Process Phase introduces the part of

the process where the parallel or simultaneous technical
and marketing activities are done?
a. development
b. concept generation
c. concept/project evaluation
d. project actualization
e. opportunity identification and selection

5. What New Product Process Phase keeps us out of

developments where we stand a poor chance of winning;
in other words, it makes sure we play the game on our
home field?
a. development
b. concept generation
c. concept/project evaluation
d. launch
e. opportunity identification and selection

6. This New Product Process Phase is about deciding on

whether to send the concept into full-scale development.
a. development
b. concept generation
c. concept/project evaluation
d. project actualization
e. opportunity identification and selection

7. This is used in relatively early in concept evaluation as a

rough forecasting tool (i.e., what is the potential profit
contribution of this product, is it satisfactory, and how
could it be improved).
a. Decay Curve
b. A-T-A-R Model
c. Risk/Payoff Matrix
d. Cumulative Expenditures Curve
e. 3A’s Matrix