Chapter 12 - Product protocol

what are the 12 contents of a product protocol?

1. Target market
2. Product positioning
3. Product attributes
4. Competitive comparison
5. Augmentation dimensions
6. Timing
7. Marketing requirements
8. Financial requirements
9. Production requirements
10. Regulatory requirements
11. Corporate strategy requirements
12. Potholes

Whats the most important part of a product protocol?
a) Product positioning
b) Regulatory requirements
c) Target Market
d) Financial requirements

c) Target Market

Why is target market the most important part of a product protocol?

if target market is vague the benefits will also be vague

what part of the product protocol refers to why your product's best, what problem it solves, and why customers should buy?

Product positioning

what part of the product protocol refers to the physical characteristics & benefits (what the consumer will get out of it)

Product attributes

what part of the product protocol refers to how you stack up against competitors?

Competitive comparison

what part of the product protocol refers to paid or unpaid ad-on's beyond the core product?

Augmentation dimensions

what part of the product protocol refers to when to introduce the product (seasonal?)?

Timing

what part of the product protocol refers to promotions & distribution issues?

Marketing requirements

what part of the product protocol refers to when you have the money available to produce & introduce?

Financial requirements

What part of the product protocol refers to how long will it take to get your assembly line ready?

Production requirements

What part of the product protocol refers to permits (really big for food and medical)?

Regulatory requirements

What part of the product protocol refers to key ideas (from PIC) & gaining upper management support?

Corporate strategy requirements

What part of the product protocol refers to potential problems that could derail your product, you have to stop if they're big?

Potholes

Benefits which it is determined how they will be achieved happens during development are referred to as the....?

End-User "I Want" List

A complete set of customer wants and needs, expressed in the customers own language which are prioritized in terms of importance and performance are referred to as what?

Voice of the customer VOC

How do you gather voice of the customer VOC information?

conduct 20-30 person interview, for about 45 minutes in which you ask what they have trouble with, what they like, dislike, and what their worst experiences are. This will produce 90-100% of customer needs

After conducting VOC voice of the customer interviews what do you do?

You take the audio recordings and transcripts of the interview and group the statements into 15-25 affinity groups and prioritize the wants and needs by importance to the customer

After conducting (VOC )voice of the customer interviews what do you do with the audio recordings and transcripts of the interview?

a) Prioritize the statements by importance to customer
b) group the statements into 15-25 affinity groupings
c) Remove any scientific jargon from customers statements
d) Translate customer statements into professional scientific statements

b) group the statements into 15-25 affinity groupings

What are four important things to keep in mind when using VOC?

-It is not only qualitative research
-Don't only talk to major customers
-Remember that customers are very good at stating their needs
-Dont ask customers about what they want

What is meant by "VOC not only being qualitative research"?

a) The researcher should conduct prepare the transcripts so that quantitative data can also be collected

b) After the interview the transcripts should be converted into quantitative data so that it can be analyzed

c)value comes from organizing clustering and prioritizing the needs by importance

d) You can also format it so that numbers are associated with responses so that information can be organized, clustered, and prioritized.

c) value comes from organizing clustering and prioritizing the needs by importance

Which of the following questions should not be used in a VOC for a blender?
a) When using a blender what do you have trouble with?
b) What do you like about your current blender?
c) What is your worst experience with your current blender?
d) What do you wan't out of a blender that you aren't currently getting?

d) What do you wan't out of a blender that you aren't currently getting?

DON'T ASK PEOPLE WHAT THEY WANT

When conducted a VOC why shouldnt you only talk to major customers?

Non-customers, average customers, and customers loyal to the competitor can provide valuable information

Even though customers aren't professional engineers and usually cannot tell what technology should be used, when conducting a VOC the researcher should remember that __________________________?

customers are very good at stating their needs

Because customers are really good at stating their needs but they aren't professional engineers, what tool should be used to help researchers identify engineering attributes that can fulfill customer attributes they want?

Quality function Deployment QFD

What is a Quality Function Deployment QFD?

It is a tool used to help determine engineering attributes that can fulfill the needs of identified attributes consumers want.

What does Quality function deployment QFD require?

Cross functional input & cooperation

Quality function deployment (QFD) ensures the focus is on _________ throughout ________
a) quality, production and distribution
b) customer needs, the project
c) organization & planning, the project
d) Process planning, distribution

b) customer needs, the project

In the QFD house of quality what do you find on the downward side?

a) Importance weights
b) Technology
c) Engineering characteristics
d) Benefits (customer specifications)

d) Benefits (customer specifications)

In the QFD house of quality what do you find across the length of the top?

a) Customer attributes
b) Technology
c) Engineering characteristics
d) Benefits

c) Engineering characteristics

In the house of quality diagram what does the engineering specifications section display?

it displays engineering methods needed to measure and execute production of customer priority features

In the QFD house of quality what do you find in the center of the diagram?

a) Potential conflicts between engineering specifications and customer attributes
b) how customer attributes and engineering characteristics can satisfy each other
c) importance ratings of customer attributes
d) a comparative assessment

b) how customer attributes and engineering characteristics can satisfy each other

What are the four stages of QFD?

1. House of quality 2. Parts deployment
3. Process planning
4. Production planning

In the house of quality _______ converts to ___________

a) engineering characteristics, customer attributes

b) customer attributes, engineering characteristics

c) engineering characteristics, parts characteristics

d) customer attributes, process operations

b) customer attributes, engineering characteristics

In the parts deployment stage of QFD _______ converts to ___________

a) Parts characteristics, process operations

b) engineering characteristics, parts characteristics

C) engineering characteristics, Process operations

d) Process operations, parts characteristics

b) engineering characteristics, parts characteristics

In the process planning stage of QFD _______ converts to ___________

a) Parts characteristics, process operations

b) engineering characteristics, parts characteristics

C) engineering characteristics, Process operations

d) Process operations, parts characteristics

a) Parts characteristics, process operations

In the production planning stage of QFD _______ converts to ___________

a) Production requirements, process operations

b) Parts characteristics, production requirements

C) Process operations, production requirements

d) Process operations, parts characteristics

C) Process operations, production requirements

What three ways can you improve efficiency when using QFD?

Concentrate only on some engineering characteristics,

organize the engineering characteristics into groups and designate responsibility to functional areas

Do cost-benefit analysis on each engineering characteristic to determine which provide the biggest benefit relative to cost

How should you determine which engineering characteristics to focus on when doing a QFD?

a) choose the most critical and easiest to accomplish

b) organize them into groups and remove the ones which are not critical

c) Conduct a time-benefit analysis

c) Remove any that would require a large time commitment

a) choose the most critical and easiest to accomplish

a QFD requires

a) substantial cost & time commitment

b) top management support and commitment

c) good functional integration

d) internal views that AFD is an investment

e) all of the above

e) all of the above