Chapter 03 - Product DesignChapter 3 Product Design Answer Key Multiple-Choice Questions 1. The market-pull view of new product innovation is to A. "pull" the products into the market as fast as possible.B. develop products that the company can sell, based on customer needs.C. market whatever the company makes best.D. make new products appealing through innovative packaging.LO: 3.1Topic: Strategies for New Product DevelopmentDifficulty: 1 EasyAACSB: Reflective thinkingBloom’s: RememberFeedback: Market pull is described in the text as a firm making what it can sell. 2. Which of the following is NOT part of the new product development process? A. Concept developmentB. Product designC. Development of the marketing strategyD. Pilot production/testing LO: 3.2Topic: New Product Development ProcessDifficulty: 1 EasyAACSB: Reflective thinkingBloom’s: RememberFeedback: The three typical phases are concept development, product design, and pilot production/testing. 3. An example of a prototype is A. a military aircraft.B. the personal computer.C. a Broadway play.D. the original McDonald's restaurant.LO: 3.2Topic: New Product Development ProcessDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: A, B, and C would be considered not prototypes but production output. An original restaurant, especially one later developed intoa chain, would be considered a prototype. 3-1Chapter 03 - Product Design4. Process design A. is the way new product ideas are developed.B. is the next stage after product design.C. is considered less important to a company than product design.D. should occur at the same time as product design.LO: 3.2Topic: New Product Development Process Difficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: Process design should be taking place simultaneously with product design and is of equal importance because the process will be required to produce the product. 5. A restaurant offers a "customer's choice" sandwich for which the customer specifies the bread, meat, cheese, and topping he or she wants. There are three types of bread, three types of meat, three types of cheese, and four types of topping. How many different sandwiches canthe restaurant make? A. 4B. 27C. 108D. 162LO: 3.6Topic: Modular DesignDifficulty: 2 ModerateAACSB: Analytic Bloom’s: ApplyFeedback: The number of combinations is the product of multiplying the number of choices together (3 x 3 x 3 x 4 = 108). 6. Modular design involves A. dividing the production process into separate work units.B. dividing the products into product lines.C. dividing the products into their similar components.D. dividing the products into different cost categories.LO: 3.6Topic: Modular DesignDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: The core idea of modular design is to develop a series of basic product components, or modules, that can be assembled into a wide variety of finished products. 3-2Chapter 03 - Product Design7. Typical misalignments between product design and operations include A. technology, reward systems, and infrastructure.B. technology, process, and design.C. technology, culture, and hierarchy.D. none of the above.LO: 3.3Topic: Cross-Functional Product DesignDifficulty: 3 HardAACSB: Reflective thinkingBloom’s: UnderstandFeedback: Misalignments can occur in technology, infrastructure, and reward systems, and also in marketing. 8. Quality function deployment A. links customer requirements to technical specifications.B. eliminates customer attributes.C. depends only on engineering characteristics.D. assumes that interactions between engineering characteristics are unimportant.LO: 3.5Topic: Quality Function DeploymentDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: QFD is a tool for linking customer requirements, as defined by the customer, to technical requirements. 9. Quality function deployment includes which of the following? (1) Relative importance of customer attributes, (2) tolerance stack-up, (3) a comparison to the competitor's product, (4) engineering characteristics, (5) customer perceptions, (6) customer attributes, (7) variation around a target, (8) value analysis. A. 3, 5, 6, 7, 8B. 1, 3, 4, 5, 6C. 1, 2, 4, 6, 7D. 2, 5, 6, 7, 8LO: 3.5Topic: Quality Function DeploymentDifficulty: 3 HardAACSB: Reflective thinkingBloom’s: UnderstandFeedback: From Figures 3.4 and 3.5, the components of QFD include the relative importance of customer attributes (chimney), a comparison to the competitor’s product (right side and bottom), engineering characteristics (top), customer perceptions (right side), and customer attributes (left side). 3-3Chapter 03 - Product Design10. The concept that a product should not only fit the market needs but have a technical advantage as well is known as the A. market pull approach to new product introduction.B. technology push approach to new product introduction.C. interfunctional view to new product introduction.D. dual approach to new product introduction.LO: 3.1Topic: Strategies for New Product DevelopmentDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: The interfunctional view holds that the product should not only fit the market needs but have a technical advantage as well.11. In which phase of the new product design process should considerations about trade-offs among product cost, quality, and schedule be made? A. Concept developmentB. Product designC. Preliminary process designD. Pilot production/testingLO: 3.1Topic: Strategies for New Product DevelopmentDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: Product design requires consideration of many different trade-offs between product cost, quality, and schedule. 12. When marketing, engineering, and operations simultaneously develop a product, this approach is known asA. sequential process.B. traditional approach.C. concurrent engineering.D. none of the above.LO: 3.3Topic: Cross-Functional Product DesignDifficulty: 2 ModerateAACSB: Reflective thinkingBloom’s: UnderstandFeedback: The concurrent engineering approach includes these primary functions, and often other functions, suppliers, and customers. 3-4Chapter 03 - Product Design13. Quality function deployment A. is a tool for linking customer requirements to technical specifications.B. facilitates interfunctional cooperation between marketing, engineering, and manufacturing.C. relates
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