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Innovation And New Product Development Question Paper

Innovation And New Product Development

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 404:
INNOVATION AND NEW PRODUCT DEVELOPMENT
=================================================================
DATE: TUESDAY 11TH AUGUST 2009 TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS
Answer Question One and any other two.

QUESTION ONE
a)
Briefly
describe
the
4Ps
of
marketing. (4
marks)
b)
Define the following terms:
i)
Brainstorming
ii)
Prototype
iii)
Market survey
iv)
Innovation
v)
Commercialization
(3
marks
each)

c)
Differentiate between research and
development.
(6
marks)
d)
Briefly explain the concept of exploratory consumer studies.

(5 marks)

QUESTION TWO
a)
Discuss the new product development process.

(12 marks)
b)
Identify the importance of a new product to the business organization.
(8 marks)

Page 1 of 2
QUESTION THREE
a)
Your employer ABC limited is launching a new product and your boss seems to be

obsessed with the terms:
i)
Differentiation
ii)
Cost leadership and
iii)
Degree of focus

He does not know what they mean. Write a short report to your boss explaining what

they mean and their implications to the new product.

(20 marks)

QUESTION FOUR
Explain the meaning of the following terms as may be applied in product definition.
a)
Core
product
(8
marks)
b)
The
actual
product
(6
marks)
c)
The
augmented
product (6
marks)

QUESTION FIVE
a)
Explain why new products may fail in the market.

(10 marks)
b)
Discuss four measures that may be put in place by the company to avoid new product

failure.

(10 marks)

Page 2 of 2

Innovation And New Product Development Question Paper

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