kotler / armstrong 11e, chapter 9 new product development is risky. _____ percent of new products...

Kotler / Armstrong 11e, Chapter 9

New product development is risky. _____ percent of new products fail within the first 2 years.

1. Fifty

2. Sixty-five

3. Eighty

4. Ninety

New product development is risky. _____ percent of new products fail within the first 2 years.

1. Fifty

2. Sixty-five

3. Eighty

4. Ninety

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.

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.

The systematic search for new-product ideas is called _____.

1. idea generation

2. idea search

3. idea screening

4. concept development

The systematic search for new-product ideas is called _____.

1. idea generation

2. idea search

3. idea screening

4. concept development

Which of the following is not a good external source of ideas?

1. customers

2. the R&D department

3. suppliers

4. competitors

Which of the following is not a good external source of ideas?

1. customers

2. the R&D department

3. suppliers

4. competitors

The purpose of idea screening is to reduce the number of new ideas.

1. True

2. False

The purpose of idea screening is to reduce the number of new ideas.

1. True

2. False

A _____ is a detailed version of a new product idea stated in meaningful consumer terms.

1. product concept

2. product idea

3. product image

4. product license

A _____ is a detailed version of a new product idea stated in meaningful consumer terms.

1. product concept

2. product idea

3. product image

4. product license

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

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

4. none of the above

_____ 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

_____ 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

When the product idea moves from a description or mock-up of a product, to an actual physical product, marketers say we are in the _____ stage.

1. market strategy

3. business analysis

4. forecasting

When the product idea moves from a description or mock-up of a product, to an actual physical product, marketers say we are in the _____ stage.

1. market strategy

3. business analysis

4. forecasting

Test marketing is the stage at which the product and marketing program are introduced into more realistic settings.

1. True

2. False

Test marketing is the stage at which the product and marketing program are introduced into more realistic settings.

1. True

2. False

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

Which of the following is not a form of test marketing?

4. perceptual test markets

Some of the drawbacks of _____ are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.

4. Internet test markets

Some of the drawbacks of _____ are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.

4. Internet test markets

Introducing a new product to the marketplace is called _____.

1. new product penetration

2. commercialization

3. consumer initiation

Introducing a new product to the marketplace is called _____.

1. new product penetration

2. commercialization

3. consumer initiation

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

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

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

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.)

Which of the following is not a stage in the product life cycle (PLC)?

2. growth

3. maturity

4. All of the above are stages in the PLC.

Which of the following is not a stage in the product life cycle (PLC)?

2. growth

3. maturity

4. All of the above are stages in the PLC.

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 stage

2. growth stage

3. maturity stage

4. decline stage

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?

2. growth stage

3. maturity stage

4. decline stage

Which of the following tends to have the longest life cycle?

1. a product class

2. a product form

3. a product brand

4. All of the above have similar life cycles.

Which of the following tends to have the longest life cycle?

1. a product class

2. a product form

3. a product brand

4. All of the above have similar life cycles.

_____ tend to grow slowly, remain popular for a while, and then decline slowly.

1. Fads

2. Styles

3. Fashions

4. Designs

_____ tend to grow slowly, remain popular for a while, and then decline slowly.

1. Fads

2. Styles

3. Fashions

4. Designs

In the _____, sales start climbing quickly and competition often enters the market.

2. growth stage

3. maturity stage

4. decline stage

In the _____, sales start climbing quickly and competition often enters the market.

2. growth stage

3. maturity stage

4. decline stage

kotler / armstrong 11e, chapter 9 new product development is risky. _____ percent of new products...

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