Transcript kotler09_crsr

Kotler / Armstrong, Chapter 9
Which of the following is not a reason that a new
product might fail?
1. The product is priced too high.
2. The product is poorly designed.
3. The estimated market for the product is too
large.
4. All of the above are reasons that a new
product might fail.
Kotler / Armstrong, Chapter 9
Which of the following is not a reason that a new
product might fail?
1. The product is priced too high.
2. The product is poorly designed.
3. The estimated market for the product is too
large.
4. All of the above are reasons that a new
product might fail.
Kotler / Armstrong, Chapter 9
The systematic search for new-product ideas is
called _____.
1. idea generation
2. idea search
3. idea screening
4. concept development
Kotler / Armstrong, Chapter 9
The systematic search for new-product ideas is
called _____.
1. idea generation
2. idea search
3. idea screening
4. concept development
Kotler / Armstrong, Chapter 9
Which of the following is not a good external
source of ideas?
1. customers
2. the R&D department
3. suppliers
4. competitors
Kotler / Armstrong, Chapter 9
Which of the following is not a good external
source of ideas?
1. customers
2. the R&D department
3. suppliers
4. competitors
Kotler / Armstrong, Chapter 9
The purpose of idea screening is to reduce the
number of new ideas.
1. true
2. false
Kotler / Armstrong, Chapter 9
The purpose of idea screening is to reduce the
number of new ideas.
1. true
2. false
Kotler / Armstrong, Chapter 9
A product concept is a detailed version of a new
product idea stated in meaningful consumer
terms.
1. true
2. false
Kotler / Armstrong, Chapter 9
A product concept is a detailed version of a new
product idea stated in meaningful consumer
terms.
1. true
2. false
Kotler / Armstrong, Chapter 9
Once the new product ideas have been
screened, the next step in the new product
development process is _____.
1. marketing strategy
2. concept development and testing
3. product development
4. none of the above
Kotler / Armstrong, Chapter 9
Once the new product ideas have been
screened, the next step in the new product
development process is _____.
1. marketing strategy
2. concept development and testing
3. product development
4. none of the above
Kotler / Armstrong, Chapter 9
_____ is a review of the sales, costs, and profit
projections for a new product to find out
whether these factors satisfy the company’s
objectives.
1. Market strategy development
2. Product development
3. Business analysis
4. Forecasting
Kotler / Armstrong, Chapter 9
_____ is a review of the sales, costs, and profit
projections for a new product to find out
whether these factors satisfy the company’s
objectives.
1. Market strategy development
2. Product development
3. Business analysis
4. Forecasting
Kotler / Armstrong, Chapter 9
When a concept moves into a physical product
to insure that the product idea can be turned
into a workable product, this is referred to as
________.
1. market strategy
2. product development
3. business analysis
4. commercialization
Kotler / Armstrong, Chapter 9
When a concept moves into a physical product
to insure that the product idea can be turned
into a workable product, this is referred to as
________.
1. market strategy
2. product development
3. business analysis
4. commercialization
Kotler / Armstrong, Chapter 9
Test marketing is the stage at which the product
and marketing program are introduced into
more realistic settings.
1. true
2. false
Kotler / Armstrong, Chapter 9
Test marketing is the stage at which the product
and marketing program are introduced into
more realistic settings.
1. true
2. false
Kotler / Armstrong, Chapter 9
Which of the following is not a form of test
marketing?
1. standard test markets
2. controlled test markets
3. simulated test markets
4. perceptual test markets
Kotler / Armstrong, Chapter 9
Which of the following is not a form of test
marketing?
1. standard test markets
2. controlled test markets
3. simulated test markets
4. perceptual test markets
Kotler / Armstrong, Chapter 9
Some of the drawbacks of _____ test markets are
that they can be very costly, and they can
give competitors a chance to look at the
company’s new ideas.
1. standard
2. controlled
3. simulated
4. Internet
Kotler / Armstrong, Chapter 9
Some of the drawbacks of _____ test markets are
that they can be very costly, and they can
give competitors a chance to look at the
company’s new ideas.
1. standard
2. controlled
3. simulated
4. Internet
Kotler / Armstrong, Chapter 9
The final stage in new product development is
referred to as __________.
1. new product penetration
2. commercialization
3. consumer initiation
4. idea screened
Kotler / Armstrong, Chapter 9
The final stage in new product development is
referred to as __________.
1. new product penetration
2. commercialization
3. consumer initiation
4. idea screened
Kotler / Armstrong, Chapter 9
The first thing a company must decide when
launching a new product is _____.
1. who to launch it to
2. where to launch it
3. when to launch it
4. who its advertising agency will be
Kotler / Armstrong, Chapter 9
The first thing a company must decide when
launching a new product is _____.
1. who to launch it to
2. where to launch it
3. when to launch it
4. who its advertising agency will be
Kotler / Armstrong, Chapter 9
When a company uses sequential product
development, the various company
departments work together closely and
overlap the steps in the product development
process in order to save time and increase
effectiveness.
1. true
2. false
Kotler / Armstrong, Chapter 9
When a company uses sequential product
development, the various company
departments work together closely and
overlap the steps in the product development
process in order to save time and increase
effectiveness.
1. true
2. false (The definition above is for a
company using simultaneous product
development, not sequential product
development.)
Kotler / Armstrong, Chapter 9
Which of the following is not a stage in the
product life cycle (PLC)?
1. idea screening
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
Which of the following is not a stage in the
product life cycle (PLC)?
1. idea screening
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
Which stage of the product life cycle (PLC) is
characterized by slow growth because the
product has achieved acceptance by most of
its potential buyers?
1. introduction
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
Which stage of the product life cycle (PLC) is
characterized by slow growth because the
product has achieved acceptance by most of
its potential buyers?
1. introduction
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
The Food, Drug, and Cosmetic Act is a federal
law protecting consumers from unsafe and
adulterated food.
1. true
2. false
Kotler / Armstrong, Chapter 9
The Food, Drug, and Cosmetic Act is a federal
law protecting consumers from unsafe and
adulterated food.
1. true
2. false
Kotler / Armstrong, Chapter 9
_____ tend to grow slowly, remain popular for a
while, and then decline slowly.
1. Fads
2. Styles
3. Fashions
4. Designs
Kotler / Armstrong, Chapter 9
_____ tend to grow slowly, remain popular for a
while, and then decline slowly.
1. Fads
2. Styles
3. Fashions
4. Designs
Kotler / Armstrong, Chapter 9
In the _____ stage, sales start climbing quickly
and competition often enters the market.
1. introduction
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
In the _____ stage, sales start climbing quickly
and competition often enters the market.
1. introduction
2. growth
3. maturity
4. decline
Kotler / Armstrong, Chapter 9
Marketers should consider public policy issues
involving product safety, environment, and
warranties. This is referred to as
__________.
1. social responsibility
2. positioning
3. marketing mix
4. commercialization
Kotler / Armstrong, Chapter 9
Marketers should consider public policy issues
involving product safety, environment, and
warranties. This is referred to as
__________.
1. social responsibility
2. positioning
3. marketing mix
4. commercialization