1. Ideally, before a new product is developed, a firm should have a precise protocol, which includes which of the following?
a clear marketing plan
realistic financial goals and expectations
a comprehensive SWOT analysis
a precise budget of how much can be spent for a new offering’s marketing program
specific customers’ needs, wants, and preferences
2. When it was introduced, Jergens Ultra Healing Extra Dry Skin Moisturizer was an example of a
precise protocol.
continuous innovation.
brand extension.
discontinuous innovation.
regular distribution.
3. In the new-product development process, the __________ stage assesses the total “fit” of the proposed new product with the company’s mission and objectives—from whether the product or service can be economically produced to the marketing strategy needed to have it succeed in the marketplace.
idea generation
screening and evaluation
business analysis
development
commercialization