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Kotler / Armstrong, Chapter 9

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Presentation on theme: "Kotler / Armstrong, Chapter 9"— Presentation transcript:

1 Kotler / Armstrong, Chapter 9
Which of the following is not a reason that a new product might fail? The product is priced too high. The product is poorly designed. The estimated market for the product is too large. All of the above are reasons that a new product might fail.

2 Kotler / Armstrong, Chapter 9
Which of the following is not a reason that a new product might fail? The product is priced too high. The product is poorly designed. The estimated market for the product is too large. All of the above are reasons that a new product might fail.

3 Kotler / Armstrong, Chapter 9
The systematic search for new-product ideas is called _____. idea generation idea search idea screening concept development

4 Kotler / Armstrong, Chapter 9
The systematic search for new-product ideas is called _____. idea generation idea search idea screening concept development

5 Kotler / Armstrong, Chapter 9
Which of the following is not a good external source of ideas? customers the R&D department suppliers competitors

6 Kotler / Armstrong, Chapter 9
Which of the following is not a good external source of ideas? customers the R&D department suppliers competitors

7 Kotler / Armstrong, Chapter 9
The purpose of idea screening is to reduce the number of new ideas. true false

8 Kotler / Armstrong, Chapter 9
The purpose of idea screening is to reduce the number of new ideas. true false

9 Kotler / Armstrong, Chapter 9
A product concept is a detailed version of a new product idea stated in meaningful consumer terms. true false

10 Kotler / Armstrong, Chapter 9
A product concept is a detailed version of a new product idea stated in meaningful consumer terms. true false

11 Kotler / Armstrong, Chapter 9
Once the new product ideas have been screened, the next step in the new product development process is _____. marketing strategy concept development and testing product development none of the above

12 Kotler / Armstrong, Chapter 9
Once the new product ideas have been screened, the next step in the new product development process is _____. marketing strategy concept development and testing product development none of the above

13 Kotler / Armstrong, Chapter 9
_____ 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. Market strategy development Product development Business analysis Forecasting

14 Kotler / Armstrong, Chapter 9
_____ 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. Market strategy development Product development Business analysis Forecasting

15 Kotler / Armstrong, Chapter 9
When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this is referred to as ________. market strategy product development business analysis commercialization

16 Kotler / Armstrong, Chapter 9
When a concept moves into a physical product to insure that the product idea can be turned into a workable product, this is referred to as ________. market strategy product development business analysis commercialization

17 Kotler / Armstrong, Chapter 9
Test marketing is the stage at which the product and marketing program are introduced into more realistic settings. true false

18 Kotler / Armstrong, Chapter 9
Test marketing is the stage at which the product and marketing program are introduced into more realistic settings. true false

19 Kotler / Armstrong, Chapter 9
Which of the following is not a form of test marketing? standard test markets controlled test markets simulated test markets perceptual test markets

20 Kotler / Armstrong, Chapter 9
Which of the following is not a form of test marketing? standard test markets controlled test markets simulated test markets perceptual test markets

21 Kotler / Armstrong, Chapter 9
Some of the drawbacks of _____ test markets are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas. standard controlled simulated Internet

22 Kotler / Armstrong, Chapter 9
Some of the drawbacks of _____ test markets are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas. standard controlled simulated Internet

23 Kotler / Armstrong, Chapter 9
The final stage in new product development is referred to as __________. new product penetration commercialization consumer initiation idea screened

24 Kotler / Armstrong, Chapter 9
The final stage in new product development is referred to as __________. new product penetration commercialization consumer initiation idea screened

25 Kotler / Armstrong, Chapter 9
The first thing a company must decide when launching a new product is _____. who to launch it to where to launch it when to launch it who its advertising agency will be

26 Kotler / Armstrong, Chapter 9
The first thing a company must decide when launching a new product is _____. who to launch it to where to launch it when to launch it who its advertising agency will be

27 Kotler / Armstrong, Chapter 9
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. true false

28 Kotler / Armstrong, Chapter 9
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. true false (The definition above is for a company using simultaneous product development, not sequential product development.)

29 Kotler / Armstrong, Chapter 9
Which of the following is not a stage in the product life cycle (PLC)? idea screening growth maturity decline

30 Kotler / Armstrong, Chapter 9
Which of the following is not a stage in the product life cycle (PLC)? idea screening growth maturity decline

31 Kotler / Armstrong, Chapter 9
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? introduction growth maturity decline

32 Kotler / Armstrong, Chapter 9
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? introduction growth maturity decline

33 Kotler / Armstrong, Chapter 9
The Food, Drug, and Cosmetic Act is a federal law protecting consumers from unsafe and adulterated food. true false

34 Kotler / Armstrong, Chapter 9
The Food, Drug, and Cosmetic Act is a federal law protecting consumers from unsafe and adulterated food. true false

35 Kotler / Armstrong, Chapter 9
_____ tend to grow slowly, remain popular for a while, and then decline slowly. Fads Styles Fashions Designs

36 Kotler / Armstrong, Chapter 9
_____ tend to grow slowly, remain popular for a while, and then decline slowly. Fads Styles Fashions Designs

37 Kotler / Armstrong, Chapter 9
In the _____ stage, sales start climbing quickly and competition often enters the market. introduction growth maturity decline

38 Kotler / Armstrong, Chapter 9
In the _____ stage, sales start climbing quickly and competition often enters the market. introduction growth maturity decline

39 Kotler / Armstrong, Chapter 9
Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to as __________. social responsibility positioning marketing mix commercialization

40 Kotler / Armstrong, Chapter 9
Marketers should consider public policy issues involving product safety, environment, and warranties. This is referred to as __________. social responsibility positioning marketing mix commercialization


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