中山大学吴柏林教授 广告创意绝密资料TIF10.docx

中山大学吴柏林教授 广告创意绝密资料TIF10.docx

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中山大学吴柏林教授广告创意绝密资料TIF10

Chapter10—Developing,Positioning,andDifferentiating

ProductsThroughtheLifeCycle

True/FalseQuestions

1.Thenewproductdevelopmentprocessstartswithprofitabilityanalysisoftheideas.False（moderate）p.191

2.Aproduct-positioningmapusesselectedcriteriatoshowwhereaproductstandsinrelationshiptocomparableproducts.True（moderate）p.192

3.Lessthan10percentof“new”productsareentirelynewandinnovative.True（easy）p.189

4.Anexistingproductthathasbeenrepositionedcanbeconsideredanewproduct.True（moderate）p.190

5.Inspiteofthebenefitsoftestmarketing,manyfirmstodayquestionitsvalue.True（moderate）p.195

6.Concepttestingisthemostexpensivepartofthenewproductdevelopmentprocess.False（moderate）p.192

7.Someproductsfailbecausetheyhavetoomuchsupportfromupper-levelmanagementTrue（difficult）p.190

8.ThebasicstrategyformanagingthegrowthstageofthePLCisproductexpansion.False（moderate）pp.198-199

9.Personalinfluenceismostimportantintheawarenessstageoftheadoptionprocess.False（difficult）pp.197-198

10.Manyofthebestideasfornewindustrialproductsoriginatewithcustomerideas.True（moderate）p.191

11.Thestageoftheproductlifecyclecharacterizedbylowsales,heavypromotion,lowprofit,andminimalcompetitionistheintroductionstage.False（moderate）p.199

12.Typically,thelongeststageintheproductlifecycleisthematuritystage.True（moderate）p.199

13.Increasingusage,frequencyofuse,orvarietyofuseareallacceptableproductmodificationstrategiesforaproductinthematuritystageofthelifecycle.False（moderate）p.199

14.Alphatestingmeanstestingaproductwithinthefirm,betatestingmeansenlistingcustomerstousetheproductandprovidefeedback.True（easy）p.194

15.Differentiationistheactofdesigningacompany’sofferingsandimagesothattheyoccupyameaningfulanddistinctcompetitivepositioninthetargetcustomers’minds.False（moderate）p.204

16.Conformancequalityreferstothelevelatwhichtheproduct’sprimarycharacteristicsoperate.False（moderate）p.205

17.Waysofdifferentiatingserviceofferingsincludecustomertraining,orderingease,anddelivery.True（easy）p.206

18.Thefirmcandifferentiateitselfanditsmarketingofferingsthroughcontrolofitsproduct,service,personnel,channel,andimage.True（moderate）.pp.204-207

19.Thewaythepublicperceivesacompanyanditsproductsisthecompany’simage.True（easy）p.207

20.Simulatedtestmarketingandtestmarketingarethesamething.False（moderate）p.195

MultipleChoiceQuestions

21.WhenSAPsoftwareaddedaWindows-style“back”buttontoitsindustrialinvoicemanagementsoftware,thenewproduct_______________.

a.）usedarepositioningstrategy

b.）introducedanewproductline

c.）addedtoanexistingproductline

d.）improveduponanexistingproduct（easy）p.190

e.）usedamarketdiversificationstrategy

22.Mazda’sMiataconvertibleoriginallydrewthemostinterestfromwomenbetweentheagesof35-55.Inordertointerestmorepotentialcustomersintheroadster,Mazdabeefedupthemodelwithheaviershocksandafasterengine,thenemphasizedperformanceinitsadvertising.Thisisanexampleofcreatinganewproductby_____________.

a.）repositioning（moderate）p.190

b.）thedevelopmentofanewproductline

c.）amarketdiversificationstrategy

d.）aproductdevelopmentstrategy

e.）anew-to-the-worldproduct

23.Whydonewproductsfail?

a.）Sincemostproductstodayhavealongerproductlife,thereislessneedfornewproducts.

b.）Socialandgovernmentalderegulationshavemadenew-productdevelopmentcostsmoreexpensive,andtherefore,producersavoidnewproductventures.

c.）Marketerstendtounderestimatethemarketsizeandunderestimatedemand,whichresultsinlostcustomers.

d.）New-productdevelopmentcostsarehigherthananticipated,andcompetitorsrespondmoreeffectivelythanpredicted.（difficult）p.190

e.）Theunderpricingoftheproductcausescustomerstooverstockanddepletesallfuturedemandfortheproduct.

24.OneofthefactorsMadiqueandZirgerdiscoveredthataccountsforthesuccessofnewproductsintheelectronicsindustryis_______________.

a.）theabilitytolearnfromcompetitors’mistakesbyintroducingtheproductafterthem

b.）howlowtheproducersetstheproduct’spredictedcontributionmargin

c.）thehigherperformance-to-costratioforthenewproduct（difficult）p.190

d.）aminimizationofproductlaunchingexpenditurescoupledwiththeabilitytoofferthelowestprice

e.）theproduct’sdevelopmentandsponsorshipbyasingleentrepreneurwiththedrivetomaketheproductsuccessful

25.Intermsofnew-productdevelopment,SpamMeatProduct’sannualGreatIdeasforSpam!

contestbringstogetherSpamcookingideasfromallovertheworld.Eachcontestanthopeshisorherideaforanewrecipewillwinthegrandprize.ForthemakersofSpam,thecontestservesasanavenuefor_______________.

a.）ideascreening

b.）ideageneration（moderate）p.191

c.）conceptdevelopment

d.）prototypedevelopment

e.）businessanalysis

26.AccordingtoHippel,thehighestpercentageofideasfornewindustrialproductscomesfrom_______________.

a.）salesrepresentativesandintermediaries

b.）scientistsandengineers

c.）examiningcompetitors

d.）topmanagement

e.）customers（easy）p.191

27.Apotentialmarketerofnewcombinationbreadandsandwichmakermachineasksconsumers,“Doyouunderstandhowthemachinecanbenefityou?

”and“Wouldthistypeofmachinesolveaneedforyou?

”Thismarketerisinthe_______________stageofnew-productdevelopment.

a.）conceptdevelopmentandtesting（difficult）pp.192-193

b.）businessanalysis

c.）productdevelopment

d.）ideageneration

e.）markettesting

28.Ifamarketerwantedtoevaluatethecommunicabilityandbelievabilityofanewbreadandsandwichmakerduringconcepttesting,hemightaskwhichofthefollowingquestions?

a.）Arethebenefitstobegainedfromthecombinationofbreadandsandwichmakingcleartoyou?

（difficult）p.192

b.）Doyouseethebreadandsandwichmakerassolvingaproblemorfillinganeedforyou?

c.）Wouldyoudefinitely,probably,probablynot,ordefinitelynotbuythebreadandsandwichmakingmachine?

d.）Dootherproductscleanaswellandaseasilyasthiscombinationmachinewill?

e.）Whodoyouseeastheprimarymarketforthismachine?

29.Themarketingstrategyplanconsistsofthreeparts.Thefirstpartconsistsofdescribingthe_______________.

a.）product’sfeatures,advantages,andbenefits

b.）targetmarketsize,structure,andthebehaviorofitstargetmarket（moderate）p.193

c.）plannedprice,distributionstrategy,andmarketingbudget

d.）long-runsales,profitgoals,andmarketingmixstrategy

e.）targetmarketcomposition,itslong-runsalesgoals,andtheproduct’splannedpricingstrategy

30.

Neelimistryingtodecidehowmanypeoplewillbuyhernewscrapbookingsoftwareandtheaccompanyingprinteraccessoriesonlyonce,howmanywillbuyitmorethanonce,butonlyinfrequently,andhowmanywillbecomefrequentpurchasersofherscrapbookingproductline.Sheisengagedin_______________.

a.）estimatingcostsandprofits

b.）marketingstrategydevelopment

c.）estimatingtotalsales（moderate）p.193

d.）riskanalysis

e.）sales-waveresearch

31.EA,agamingsoftwareproductscompanyhasdevelopedarole-playinggame（RPG）incorporatingideassuppliedbysomeofthemostfamousgamewritersintheworld.Thecompanyaskedaboutonehundredpeopletodownloadthecompany’sRPG,playitextensively,andgivefeedbackonit.EAisusing_______________testing.

a.）beta（moderate）p.194

b.）concept

c.）market

d.）alpha（moderate）

e.）simulated

32.Asapartofnew-productdevelopment,betatestingismostusefulwhen_______________.

a.）thepotentialcustomersarehomogeneous

b.）thecompanyisquiteknowledgeableonthepotentialapplicationsoftheproduct

c.）opinionleadershipfromearlyadoptersissought（difficult）p.194

d.）thebuyingcenterfortheproductislimitedtotheindividualmakingtheactualpurchase

e.）alloftheaboveoccur

33.Seven-UpbrieflymarketedasodabrandcalledSeven-UpGoldinmedium-sizedcitieslikeVirginiaBeach.Theproducthadaspicedflavorandcontainedcaffeine.Itwasneverintroducednationally.Seven-Upwasprobablyengagingin_______________.

a.）full-blowntestmarketing

b.）controlledtestmarketing（moderate）p.195

c.）simulatedtestmarketing

d.）sales-waveresearch

e.）alphatesting

34.Theleastexpensivemethodofperformingamarkettestforanewchildren’sover-the-counterremedywouldbetouse_______________.

a.）simulatedtestmarketing

b.）conjointanalysis

c.）controlledtestmarketing

d.）testmarkets

e.）sales-waveresearch（moderate）p.195

35.

Supposeamarketingresearchfirmthatmanagesapanelofretailstoresagrees（forafee）tostudyacompany’snewcandybar-basedgranolaproduct.Theresearchfirmprovidessalesresultsandevaluatestheimpactofpromotion.Thisisanexampleof_______________.

a.）simulatedtestmarketing

b.）controlledtestmarketing（moderate）p.195

c.）testmarkets

d.）conjointmarketanalysis

e.）sales-waveresearch

36.Whichofthefollowingisthemostexpensivepartofthenewproductdevelopmentprocess?

a.）concepttesting

b.）businessanalysis

c.）productdevelopment

d.）commercialization（moderate）p.196

e.）ideageneration

37.McDonald’sispreparing（yetanothertime）torolloutanewversionofitsMcRibproduct.McDonald’siscurrentlydecidingifitsnewproductshouldenterthemarketatthesametime