Author Question: The first step in the new product development process is: a. competitive analysis. c. screening new ... (Read 22 times)

armygirl · **on:** Jun 29, 2018

The first step in the new product development process is:
a. competitive analysis. c. screening new product ideas.
b. idea generation. d. business analysis.

Question 2

In the context of brand extensions, stretchability of a brand depends on:
A) consumers' rejection of the fit between the parent brand and other products on which it appears.
B) preventing the transfer of meaning from the new branded product to the original brand schema.
C) the usage differences between parent brand and associated products.
D) finding consumers with the same degree of liking for a parent brand.
E) consumers' ability to process relationships between the parent brand and associated products.

atrochim · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

B
The first step in the new product development process is idea generation. Competitive analysis and consumer inquiry may be sources that marketers use to help generate ideas. After the ideas are generated, they are screened on the basis of company goals and objectives. Business analysis may be part of the screening process.

Answer to Question 2

E