Mattel Ivy Ross, Mattel's Head of Design and Packaging for Its

question 75

Multiple Choice

Mattel
Ivy Ross, Mattel's head of design and packaging for its girls division, needed a new toy that was part construction set and part craft kit. Ross built a team from various departments (designers from research and development, model makers from production, copywriters from marketing, etc.) and assigned them the task of developing the new toy. The twelve members of the team were freed from all other duties so they could concentrate on developing this new toy. During their first week together, members were exposed to different ways of thinking. One of the hardest things the group had to deal with was the lack of structure. It took participants nearly two
weeks to realize that there was no schedule for their activities. The strength of the team lay in its members' abilities to build on each other's ideas and to trust one another.
-Refer to Mattel. During the first two weeks of its existence, the Mattel team was in the dealt with scheduling and similar concerns.

• A) reforming
• B) forming
• C) performing
• D) norming
• E) conforming

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Definitions:

Marketing Research Process

A systematic approach to gathering, analyzing, and interpreting information about a market or potential market.

Anticipate Customer Attitudes

The practice of predicting and understanding customer sentiments and perspectives towards a product or service to better meet their needs.

Proposed Product Line

A new set of related products that a company plans to offer to the market, designed to meet specific customer needs or to expand the company's reach into new market segments.

Preliminary Conclusions

Initial judgments formed at an early stage, often based on incomplete data or analysis.