中山大学吴柏林教授 广告创意绝密资料TIF10.docx

1、中山大学吴柏林教授 广告创意绝密资料TIF10Chapter 10Developing, Positioning, and Differentiating Products Through the Life Cycle True/False Questions1. The new product development process starts with profitability analysis of the ideas. False (moderate) p. 191 2. A product-positioning map uses selected criteria to sho

2、w where a product stands in relationship to comparable products. True (moderate) p. 192 3. Less than 10 percent of “new” products are entirely new and innovative. True (easy) p. 1894. An existing product that has been repositioned can be considered a new product. True (moderate) p. 1905. In spite of

3、 the benefits of test marketing, many firms today question its value. True (moderate) p. 1956. Concept testing is the most expensive part of the new product development process. False (moderate) p. 1927. Some products fail because they have too much support from upper-level management True (difficul

4、t) p. 1908. The basic strategy for managing the growth stage of the PLC is product expansion. False (moderate) pp. 198-1999. Personal influence is most important in the awareness stage of the adoption process. False (difficult) pp. 197-19810. Many of the best ideas for new industrial products origin

5、ate with customer ideas. True (moderate) p. 19111. The stage of the product life cycle characterized by low sales, heavy promotion, low profit, and minimal competition is the introduction stage. False (moderate) p. 19912. Typically, the longest stage in the product life cycle is the maturity stage.

6、True (moderate) p. 19913. Increasing usage, frequency of use, or variety of use are all acceptable product modification strategies for a product in the maturity stage of the life cycle. False (moderate) p. 19914. Alpha testing means testing a product within the firm, beta testing means enlisting cus

7、tomers to use the product and provide feedback. True (easy) p. 19415. Differentiation is the act of designing a companys offerings and image so that they occupy a meaningful and distinct competitive position in the target customers minds. False (moderate) p. 20416. Conformance quality refers to the

8、level at which the products primary characteristics operate. False (moderate) p. 20517. Ways of differentiating service offerings include customer training, ordering ease, and delivery. True (easy) p. 20618. The firm can differentiate itself and its marketing offerings through control of its product

9、, service, personnel, channel, and image. True (moderate). pp. 204-20719. The way the public perceives a company and its products is the companys image. True (easy) p. 20720. Simulated test marketing and test marketing are the same thing. False (moderate) p. 195Multiple Choice Questions21. When SAP

10、software added a Windows-style “back” button to its industrial invoice management software, the new product _.a.) used a repositioning strategyb.) introduced a new product linec.) added to an existing product lined.) improved upon an existing product (easy) p. 190e.) used a market diversification st

11、rategy22. Mazdas Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, then emphasized performance in its advertising. This is an exam

12、ple of creating a new product by _.a.) repositioning (moderate) p. 190b.) the development of a new product linec.) a market diversification strategyd.) a product development strategye.) a new-to-the-world product23. Why do new products fail?a.) Since most products today have a longer product life, t

13、here is less need for new products.b.) Social and governmental deregulations have made new-product development costs more expensive, and therefore, producers avoid new product ventures.c.) Marketers tend to underestimate the market size and underestimate demand, which results in lost customers.d.) N

14、ew-product development costs are higher than anticipated, and competitors respond more effectively than predicted. (difficult) p. 190e.) The underpricing of the product causes customers to overstock and depletes all future demand for the product.24. One of the factors Madique and Zirger discovered t

15、hat accounts for the success of new products in the electronics industry is _.a.) the ability to learn from competitors mistakes by introducing the product after themb.) how low the producer sets the products predicted contribution margin c.) the higher performance-to-cost ratio for the new product

16、(difficult) p. 190d.) a minimization of product launching expenditures coupled with the ability to offer the lowest pricee.) the products development and sponsorship by a single entrepreneur with the drive to make the product successful25. In terms of new-product development, Spam Meat Products annu

17、al Great Ideas for Spam! contest brings together Spam cooking ideas from all over the world. Each contestant hopes his or her idea for a new recipe will win the grand prize. For the makers of Spam, the contest serves as an avenue for _.a.) idea screeningb.) idea generation (moderate) p. 191c.) conce

18、pt developmentd.) prototype developmente.) business analysis26. According to Hippel, the highest percentage of ideas for new industrial products comes from _.a.) sales representatives and intermediariesb.) scientists and engineersc.) examining competitorsd.) top managemente.) customers (easy) p. 191

19、27. A potential marketer of new combination bread and sandwich maker machine asks consumers, “Do you understand how the machine can benefit you?” and “Would this type of machine solve a need for you?” This marketer is in the _ stage of new-product development.a.) concept development and testing (dif

20、ficult) pp. 192-193b.) business analysisc.) product developmentd.) idea generatione.) market testing28. If a marketer wanted to evaluate the communicability and believability of a new bread and sandwich maker during concept testing, he might ask which of the following questions?a.) Are the benefits

21、to be gained from the combination of bread and sandwich making clear to you? (difficult) p. 192b.) Do you see the bread and sandwich maker as solving a problem or filling a need for you?c.) Would you definitely, probably, probably not, or definitely not buy the bread and sandwich making machine?d.)

22、Do other products clean as well and as easily as this combination machine will?e.) Who do you see as the primary market for this machine?29. The marketing strategy plan consists of three parts. The first part consists of describing the _.a.) products features, advantages, and benefitsb.) target mark

23、et size, structure, and the behavior of its target market (moderate) p. 193c.) planned price, distribution strategy, and marketing budgetd.) long-run sales, profit goals, and marketing mix strategye.) target market composition, its long-run sales goals, and the products planned pricing strategy30. N

24、eelim is trying to decide how many people will buy her new scrapbooking software and the accompanying printer accessories only once, how many will buy it more than once, but only infrequently, and how many will become frequent purchasers of her scrapbooking product line. She is engaged in _.a.) esti

25、mating costs and profitsb.) marketing strategy developmentc.) estimating total sales (moderate) p. 193d.) risk analysise.) sales-wave research31. EA, a gaming software products company has developed a role-playing game (RPG) incorporating ideas supplied by some of the most famous game writers in the

26、 world. The company asked about one hundred people to download the companys RPG, play it extensively, and give feedback on it. EA is using _ testing.a.) beta (moderate) p. 194b.) conceptc.) marketd.) alpha (moderate)e.) simulated32. As a part of new-product development, beta testing is most useful w

27、hen _.a.) the potential customers are homogeneousb.) the company is quite knowledgeable on the potential applications of the productc.) opinion leadership from early adopters is sought (difficult) p. 194d.) the buying center for the product is limited to the individual making the actual purchasee.)

28、all of the above occur33. Seven-Up briefly marketed a soda brand called Seven-Up Gold in medium-sized cities like Virginia Beach. The product had a spiced flavor and contained caffeine. It was never introduced nationally. Seven-Up was probably engaging in _.a.) full-blown test marketingb.) controlle

29、d test marketing (moderate) p. 195c.) simulated test marketingd.) sales-wave researche.) alpha testing34. The least expensive method of performing a market test for a new childrens over-the-counter remedy would be to use _.a.) simulated test marketingb.) conjoint analysisc.) controlled test marketin

30、gd.) test marketse.) sales-wave research (moderate) p. 19535. Suppose a marketing research firm that manages a panel of retail stores agrees (for a fee) to study a companys new candy bar-based granola product. The research firm provides sales results and evaluates the impact of promotion. This is an

31、 example of _.a.) simulated test marketingb.) controlled test marketing (moderate) p. 195c.) test marketsd.) conjoint market analysise.) sales-wave research36. Which of the following is the most expensive part of the new product development process?a.) concept testingb.) business analysisc.) product developmentd.) commercialization (moderate) p. 196e.) idea generation37. McDonalds is preparing (yet another time) to roll out a new version of its McRib product. McDonalds is currently deciding if its new product should enter the market at the same time