The new-product process stage of screening and evaluation involves
Multiple choice question.
determining which ideas should be eliminated from further effort.
analyzing the entire sequence of steps that make up a proposed service.
specifying the features of the product and the marketing strategy needed to bring it to market.
exposing actual products to prospective consumers under realistic purchase conditions.
The Correct Answer and Explanation is:
Correct Answer:
Determining which ideas should be eliminated from further effort.
Explanation
The screening and evaluation stage is a critical part of the new-product development process. It focuses on assessing product ideas to determine which ones are viable and which should be eliminated before investing further resources. This stage helps organizations avoid wasting time and money on ideas that are unlikely to succeed in the market.
During this stage, both internal and external evaluations are conducted. Internally, companies may use a set of predetermined criteria—such as alignment with company goals, technical feasibility, and resource availability—to assess the potential of new ideas. Externally, feedback might be obtained from customers, distributors, or industry experts to evaluate the perceived value or uniqueness of the product.
The main goal is to narrow down the pool of ideas to those with the highest potential for success. For example, if a company generates 100 new product ideas during a brainstorming session, only a few may pass the screening and evaluation filters. Those that do are typically backed by strong customer demand, fit well with the company’s capabilities, and offer competitive advantages.
This stage does not involve fully developing the product, specifying features in detail, or testing the product under real market conditions. These activities occur in later stages such as business analysis, development, and market testing.
By carefully evaluating and screening ideas early on, companies can focus their development efforts on concepts that are both innovative and feasible. This strategic filtering helps minimize risk, save costs, and increase the likelihood of launching successful products in the market. Ultimately, the screening and evaluation stage acts as a gateway, allowing only the most promising product ideas to move forward in the development pipeline.
