Scenario 11.2 Use the Following to Answer the Questions

question 24

Multiple Choice

Scenario 11.2
Use the following to answer the questions.
Jonathan Moore, president of Polar Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job in managing Polar's product mix. Jonathan calls a meeting of all the managers responsible for each of the product lines that Polar currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Polar's line of personal thermal underwear, however this product is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development.
Refer to Scenario 11.2. Polar management is currently in which stage of new product development?

• A) idea generation
• B) screening
• C) concept testing
• D) product development
• E) test marketing

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Definitions:

Heart Attack

A medical condition where blood flow to a part of the heart is blocked, often resulting in damage to the heart muscle.

Terminal Illness

A disease or condition that is incurable and leads inevitably to death.

Health-care Professionals

Qualified individuals who provide preventive, curative, promotional, or rehabilitative health care services in a systematic way to people, families, or communities.

Overworked

The condition of working excessively long hours, leading to stress and fatigue.