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Self-assessment

1
Which factors can have an effect on a company's strategic planning?

Please select the correct responses.

a)
b)
c)
d)
a) Yes, in strategic planning you need to take into consideration external factors like trade barriers.a) No, you need to consider external factors like trade barriers.b) Yes, lack of competence should not be related to the strategy. New competence can be recruited.b) No, lack of competence should not be related to the strategy for achieving long-term goals. New competence can be recruited, which in the worst-case scenario can postpone the process.c) Yes, in strategic planning you need to take into consideration external factors like legal standards.c) No, you need to consider external factors like legal standards.d) Yes, in strategic planning you need to take into consideration external factors like competing companies.d) No, you need to consider external factors like competing companies.
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2
Which evaluation criteria are mostly used in NPD?

Only one of the alternatives is correct - pick the right one!

a)
b)
c)
d)
a) Yes, this is the most relevant way to evaluate because (when done properly) it is directly linked to the specific product.a) You should have clicked this alternative because (when done properly) it is directly linked to the specific product.b) This evaluation criterion is dependent on many factors and therefore not a good criterion to choose.b) No, customer acceptance is a better way to evaluate the process because, when done properly, it is more directly linked to the specific product.c) This evaluation criterion is dependent on many factors and therefore not a good criterion to choose.c) No, customer acceptance is a better wayto evaluate the process because, when done properly, it is more directly linked to the specific product.d) This evaluation criterion is dependent on many factors and therefore not a good criterion to choose.d) No, customer acceptance is a better way to evaluate the process because, when done properly, it is more directly linked to the specific product.
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3
Which of the following steps are included in five steps for concept testing?

One of the following steps is not included; please select the four steps of importance for concept testing.

a)
b)
c)
d)
e)
a) Yes, this is the first step in concept testing.a) The first step in concept testing is to define the purpose of the concept test.b) Yes, this is the second step in concept testing.b) The second step in concept testing is to choose a survey population.c) Yes, this is the third step in concept testing.c) The third step in concept testing is to choose a survey format.d) Yes, this is the fifth step in concept testing.d) The fifth step in concept testing is to measure customer response.e) The marketing strategy should not be defined at this stage and is not part of concept testing. Instead it is important to communicate the concept in a feasible way. Communication of the concept should obviously be the fourth step in the testing, before customer response can be measured. e) The marketing strategy should not be defined at this stage and is not part of concept testing. Instead it is important to communicate the concept in a feasible way. Communication of the concept should obviously be the fourth step in the testing, before customer response can be measured.
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4
Which actions can cut development time?

Select four of the five suggested actions below. One of the actions is not correct and should not be selected.

a)
b)
c)
d)
e)
a) Yes, doing things right the first time saves time.a) Remember that doing things right the first time saves time.b) Clear goals and frameworks should be defined but hierarchical organizations can kill creativity.b) Clear goals and frameworks should be defined but hierarchical organizations can kill creativity.c) Yes, using a standardized process plan is one way to design for speed.c) By using a standardized process plan you can cut development time.d) Yes, preparation for rapid marketing is one way to cut development time.d) By preparing for rapid marketing you can cut development time.e) Yes, multifunctional teams can cut development time.e) An organization based on multifunctional teams can cut development time.
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