Chapter 10 Flashcards
(40 cards)
Q: What is a product protocol?
A: A signed cross-functional agreement specifying the benefits, performance, and marketing changes the final product must deliver
- Q: Why does a protocol help reduce cycle time?
A: Clear targets let functions work concurrently without waiting for late clarifications.
- Q: Name two main purposes of a product protocol.
A: (1) Tell each department what to deliver, (2) synchronize all players toward common, measurable targets.
- Q: List four typical items found in a product protocol.
A: Target market, product positioning statement, key attributes/benefits, competitive benchmarks.
- Q: Which attribute form is preferred in protocols—features, functions, or benefits?
A: Benefits, because they speak the language of customer value.
- Q: Define concurrent system in NPD.
A: All functions work in parallel, doing as much as possible at any time.
- Q: What are augmentation dimensions?
A: Extras beyond the core and formal product (e.g., warranty, service) that enhance value.
- Q: What is the biggest risk if coordination is poor in a concurrent system?
A: Major rework and project delays when late conflicts surface.
- Q: VOC definition in one sentence.
A: A prioritized, customer-language list of wants and needs organized the way customers think and use the product.
- Q: How many raw customer need statements does a good VOC process typically capture?
A: About 70–140.
- Q: What are affinity groupings?
A: Clusters of similar VOC statements (usually 15–25 groups) used to simplify and prioritize needs.
- Q: First tool used in QFD?
A: The House of Quality (HOQ) matrix.
- Q: Main goal of QFD in one line.
A: Drive every downstream technical decision from genuine customer needs.
- Q: Name two benefits of applying QFD.
A: Keeps teams customer-focused and forces cross-functional dialogue early.
- Product positioning –
“Product X is better because …” reasoning for the target user.
- Q: How does the product protocol “translate” VOC?
A: Converts grouped needs into measurable product specs and targets.
- Q: List two ways to streamline a large QFD project.
A: Focus on key engineering characteristics or group them and assign each cluster to a specific team.
Competitive comparison –
Benchmarking against reference products or policies.
Potholes
Anticipated major risks listed in the protocol.
Target market
The specific customer segment the product is built for.
Concurrent engineering
Same as concurrent system in development.
Core benefit
Fundamental value delivered.
Formal product
Tangible features/functions.
Augmented product
Extra services & experiences beyond the core.
