科特勒市场营销第九章习题与答案.docx
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科特勒市场营销第九章习题与答案
Chapter9New-ProductDevelopmentandProductLife-CycleStrategies
1）Whatarethetwowaysthatacompanycanobtainnewproducts?
A）lineextensionandbrandmanagement
B）internaldevelopmentandbrandmanagement
C）new-productdevelopmentandacquisition
D）servicedevelopmentandproductextension
E）marketmixmodificationandresearchanddevelopment
Answer:
C
Diff:
2PageRef:
258
Skill:
Concept
Objective:
9-1
2）Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas________.
A）pioneerproducts
B）newproducts
C）productconcepts
D）productideas
E）testproducts
Answer:
B
Diff:
1PageRef:
258
Skill:
Concept
Objective:
9-1
3）WhichofthefollowingisNOTapotentialreasonforanewproducttofail?
A）anunderestimatedmarketsize
B）apoorlydesignedproduct
C）anincorrectlypositionedproduct
D）higherthananticipatedcostsofproductdevelopment
E）ineffectiveadvertising
Answer:
A
Diff:
2PageRef:
258
Skill:
Concept
Objective:
9-1
4）WhichofthefollowingisNOTachallengepresentedbytheproductlifecyclethatafirmmustface?
A）Allproductseventuallydecline.
B）Changingtastes,technologies,andcompetitionaffectthemarketingoftheproductasitpassesthroughlifecyclestages.
C）Afirmmustbegoodatdevelopingnewproductstoreplaceagingones.
D）Afirmmustbegoodatadaptingitsmarketingstrategies.
E）Itisdifficulttoplotthestagesasaproductgoesthroughthem.
Answer:
E
Diff:
2PageRef:
258
Skill:
Concept
Objective:
9-1
5）Thecreationofasuccessfulnewproductdependsonacompany'sunderstandingofits________anditsabilitytodeliver________tocustomers.
A）competitors,distributors,andemployees;newstyles
B）customers,brands,products;productimages
C）customers,competitors,andmarkets;superiorvalue
D）product,marketingmix,andmarketingstrategy;functionalfeatures
E）productlifecycle,legalresponsibilities,andsocialresponsibilities;innovations
Answer:
C
Diff:
2PageRef:
259
Skill:
Concept
Objective:
9-2
6）Newproductdevelopmentstartswith________.
A）ideageneration
B）ideascreening
C）conceptdevelopment
D）concepttesting
E）testmarketing
Answer:
A
Diff:
1PageRef:
259
Skill:
Concept
Objective:
9-2
7）Executives,manufacturingemployees,andsalespeopleareallexamplesof________.
A）externalsourcesfornew-productideas
B）internalsourcesfornew-productideas
C）coremembersofinnovationmanagementsystems
D）researchanddevelopmentteammembers
E）new-productcommitteemembers
Answer:
B
Diff:
2PageRef:
260
AACSB:
Communication
Skill:
Concept
Objective:
9-2
8）Adetailedversionofanewideastatedinmeaningfulcustomertermsiscalleda________.
A）productidea
B）productconcept
C）productimage
D）productproposal
E）productmovement
Answer:
B
Diff:
2PageRef:
262
AACSB:
Communication
Skill:
Concept
Objective:
9-2
9）A________isthewayconsumersperceiveanactualorpotentialproduct.
A）productidea
B）productconcept
C）productimage
D）testmarket
E）concepttest
Answer:
C
Diff:
1PageRef:
262
AACSB:
Communication
Skill:
Concept
Objective:
9-2
10）Anattractiveideamustbedevelopedintoa________.
A）productidea
B）productconcept
C）productimage
D）testmarket
E）productstrategy
Answer:
B
Diff:
2PageRef:
262
Skill:
Concept
Objective:
9-2
11）________callsfortestingnew-productconceptswithgroupsoftargetconsumers.
A）Conceptdevelopment
B）Concepttesting
C）Ideageneration
D）Ideascreening
E）Testmarketing
Answer:
B
Diff:
1PageRef:
263
Skill:
Concept
Objective:
9-2
12）Intheconcepttestingstageofnew-productdevelopment,aproductconceptin________formispresentedtogroupsoftargetconsumers.
A）physicalorsymbolic
B）prototype
C）final
D）market-tested
E）commercial
Answer:
A
Diff:
2PageRef:
263
Skill:
Concept
Objective:
9-2
13）Withwhatgroupsdofirmsconductconcepttestingfornewproducts?
A）suppliers
B）employees
C）targetcustomers
D）manufacturers
E）competitors
Answer:
C
Diff:
3PageRef:
263
Skill:
Concept
Objective:
9-2
14）Forsome________,asimpledescriptionconsistingofawordorpicturemightbesufficient.
A）concepttests
B）productconcepts
C）marketingstrategies
D）productdevelopments
E）businessanalyses
Answer:
A
Diff:
2PageRef:
263
AACSB:
Communication
Skill:
Concept
Objective:
9-2
15）Afterconcepttesting,afirmwouldengageinwhichstageindevelopingandmarketinganewproduct?
A）ideascreening
B）marketingstrategydevelopment
C）businessanalysis
D）productdevelopment
E）testmarketing
Answer:
B
Diff:
2PageRef:
263
Skill:
Concept
Objective:
9-2
16）Thefirstpartofthemarketingstrategystatementdescribesthetargetmarket;theplannedproductpositioning;andgoalsforsales,profits,and________.
A）marketshare
B）competition
C）secondarymarket
D）competition'santicipatedreaction
E）life-cycleduration
Answer:
A
Diff:
3PageRef:
263
Skill:
Concept
Objective:
9-2
17）Thesecondpartofthemarketingstrategystatementoutlinestheproduct'splannedprice,distribution,and________forthefirstyear.
A）advertising
B）promotion
C）marketingbudget
D）positioning
E）targetmarket
Answer:
C
Diff:
3PageRef:
264
Skill:
Concept
Objective:
9-2
18）ThethirdpartofthemarketingstrategystatementincludesallofthefollowingEXCEPT________.
A）long-runsales
B）profitgoals
C）marketingmixstrategies
D）short-runsales
E）AandC
Answer:
D
Diff:
3PageRef:
264
Skill:
Concept
Objective:
9-2
19）Areviewofthesales,costs,andprofitprojectionsforanewproducttofindoutwhethertheysatisfythecompany'sobjectivesiscalleda________.
A）businessfeasibilityplan
B）marketingstrategydevelopment
C）businessanalysis
D）productacceptance
E）proposal
Answer:
C
Diff:
1PageRef:
264
Skill:
Concept
Objective:
9-2
20）Duringwhichstageofnew-productdevelopmentwillmanagementmostlikelyestimateminimumandmaximumsalestoassesstherangeofriskinlaunchinganewproduct?
A）concepttesting
B）marketingstrategydevelopment
C）businessanalysis
D）productdevelopment
E）testmarketing
Answer:
C
Diff:
2PageRef:
264
Skill:
Concept
Objective:
9-2
21）Themajorpurposeoftestmarketingistoprovidemanagementwiththeinformationneededtomakeafinaldecisionabout________.
A）howtodevelopamarketstrategy
B）whichmarkettocompetein
C）whethertolaunchthenewproduct
D）howtocompeteinthemarket
E）howlongtocompeteinthemarket
Answer:
C
Diff:
3PageRef:
268
Skill:
Concept
Objective:
9-2
22）Whichofthefollowingisnecessaryforsuccessfulnew-productdevelopment?
A）aholisticandsequentialproductdevelopmentapproach
B）acustomer-centered,team-based,systematicapproach
C）ateam-based,innovation-managementapproach
D）amarketpioneermindsetandaholisticapproach
E）aninnovationmanagementsystemandsequentialproductdevelopment
Answer:
B
Diff:
3PageRef:
268
Skill:
Concept
Objective:
9-2
23）________istheproductlifecycleperiodwhensalesfalloffandprofitsdrop.
A）Introduction
B）Growth
C）Maturity
D）Decline
E）Development
Answer:
D
Diff:
1PageRef:
273
Skill:
Concept
Objective:
9-3
24）AllofthefollowingarestagesinthePLCEXCEPT________.
A）introduction
B）growth
C）maturity
D）adoption
E）decline
Answer:
D
Diff:
1PageRef:
273
Skill:
Concept
Objective:
9-3
25）Inthe________stage,thefirmfacesatrade-offbetweenhighmarketshareandhighcurrentprofit.
A）growth
B）decline
C）maturity
D）introduction
E）adoption
Answer:
A
Diff:
2PageRef:
277
Skill:
Concept
Objective:
9-3
26）WhichstageinthePLCnormallylastslongerandposesstrongchallengestothemarketingmanagers?
A）growth
B）decline
C）maturity
D）phase-in
E）adoption
Answer:
C
Diff:
1PageRef:
277
Skill:
Concept
Objective:
9-3
27）Mostproductsinthemarketplaceareinthe________stageoftheproductlifecycle.
A）growth
B）decline
C）maturity
D）introduction
E）development
Answer:
C
Diff:
2PageRef:
277
Skill:
Concept
Objective:
9-3
28）Whichofthefollowingisaproductconcept?
A）abattery-poweredall-electriccar
B）apocket-sizedigitalmusicplayer
C）anenergyefficienthumidifier
D）athin,lightweightlaptopwithextendedbatterylifeappealingtostudentsandyoungprofessionalswhowantaccesstotheircomputeranywhere,anytime
E）ahigh-tech,stylishrunningshoewithbuilt-insensorstorecordthedistancethewearerhaswalkedorrun
Answer:
D
Diff:
2PageRef:
262
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
9-2
29）Companiesrarelysolicitideasfromcustomersduringtheideagenerationstageofproductdevelopment.
Answer:
FALSE
Diff:
1PageRef:
261
AACSB:
Communication
Skill:
Concept
Objective:
9-2
30）Aproductideaisanideaforapossibleproductacompanycanofferthemarket,whileaproductconceptisadetailedversionoftheideastatedinmeaningfulconsumerterms.
Answer:
TRUE
Diff:
3PageRef:
262
Skill:
Concept
Objective:
9-2
31）Thebusinessanalysisstagerepresentsthefirstlargejumpinfinancialinvestmentinthenew-productdevelopmentprocess.
Answer:
FALSE
Diff:
2PageRef:
264
Skill:
Concept
Objective:
9-2
32）Acompanylaunchinganewproductintothemarketmustfirstdecideonwhentolaunchtheproduct.
Answer:
TRUE
Diff:
2PageRef:
268
Skill:
Concept
Objective:
9-2
33）JumBoGamesislaunchinganewsetofgametoysinthecommercializationstage.Thefirstdecisiontomakeisintroductiontimingandthesecondiswheretolaunchthenewproduct.
Answer:
TRUE
Diff:
2PageRef:
268
Skill:
Conce
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