科特勒市场营销第九章习题与答案

Chapter 9 New-Product Development and Product Life-Cycle Strategies

1) What are the two ways that a company can obtain new products?

A) line extension and brand management

B) internal development and brand management

C) new-product development and acquisition

D) service development and product extension

E) market mix modification and research and development

Answer: C

Diff: 2 Page Ref: 258

Skill: Concept

Objective: 9-1

2) Product improvements, product modifications, and original products can all be classified as

________.

A) pioneer products

B) new products

C) product concepts

D) product ideas

E) test products

Answer: B

Diff: 1 Page Ref: 258

Skill: Concept

Objective: 9-1

3) Which of the following is NOT a potential reason for a new product to fail?

A) an underestimated market size

B) a poorly designed product

C) an incorrectly positioned product

D) higher than anticipated costs of product development

E) ineffective advertising

Answer: A

Diff: 2 Page Ref: 258

Skill: Concept

Objective: 9-1

4) Which of the following is NOT a challenge presented by the product life cycle that a firm must face?

A) All products eventually decline.

B) Changing tastes, technologies, and competition affect the marketing of the product as it passes through lifecycle stages.

C) A firm must be good at developing new products to replace aging ones.

D) A firm must be good at adapting its marketing strategies.

E) It is difficult to plot the stages as a product goes through them.

Answer: E

Diff: 2 Page Ref: 258

Skill: Concept

Objective: 9-1

5) The creation of a successful new product depends on a company's understanding of its

________ and its ability to deliver ________ to customers.

A) competitors, distributors, and employees; new styles

B) customers, brands, products; product images

C) customers, competitors, and markets; superior value

D) product, marketing mix, and marketing strategy; functional features

E) product life cycle, legal responsibilities, and social responsibilities; innovations Answer: C

Diff: 2 Page Ref: 259

Skill: Concept

Objective: 9-2

6) New product development starts with ________.

A) idea generation

B) idea screening

C) concept development

D) concept testing

E) test marketing

Answer: A

Diff: 1 Page Ref: 259

Skill: Concept

Objective: 9-2

7) Executives, manufacturing employees, and salespeople are all examples of ________.

A) external sources for new-product ideas

B) internal sources for new-product ideas

C) core members of innovation management systems

D) research and development team members

E) new-product committee members

Answer: B

Diff: 2 Page Ref: 260

AACSB: Communication

Skill: Concept

Objective: 9-2

8) A detailed version of a new idea stated in meaningful customer terms is called a ________.

A) product idea

B) product concept

C) product image

D) product proposal

E) product movement

Answer: B

Diff: 2 Page Ref: 262

AACSB: Communication

Skill: Concept