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Chapter 9 New-Product Development and Product Life-Cycle Strategies 1) What are the two ways that a company can obtain new products? A) line extension and brand management B) internal development and brand management C) new-product development and acquisition D) service development and product extension E) market mix modification and research and development Answer: C Diff: 2Page Ref: 258 Skill: Concept Objective: 9-1 2) Product improvements, product modifications, and original products can all be classified as ________. A) pioneer products B) new products C) product concepts D) product ideas E) test products Answer: B Diff: 1Page Ref: 258 Skill: Concept Objective: 9-1 3) Which of the following is NOT a potential reason for a new product to fail? A) an underestimated market size B) a poorly designed product C) an incorrectly positioned product D) higher than anticipated costs of product development E) ineffective advertising Answer: A Diff: 2Page Ref: 258 Skill: Concept Objective: 9-1 349 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Part 3: Designing a Customer-Driven Marketing Strategy and Integrated Marketing Mix Chapter 9 New-Product Development and Product Life-Cycle Strategies GENERAL CONTENT: Multiple-Choice Questions 1.Every product seems to go through a life cycle. Which of the following is NOT a major challenge presented by the PLC? a.All products eventually decline. b.A firm must be good at developing new products to replace aging ones. c.The firm must be good at adapting its marketing strategies. d.It is difficult to plot the stages that a product goes through. e.A and C (Answer: d; p. 252; Moderate; LO3) 2.Products may fail because ________. a.the market size may have been overestimated b. the product’s design did not meet consumer expectations c.they were priced too high d.they were advertised poorly e.any of the above (Answer: e; p. 253; Easy; LO1) 3.All of the following are ways a company can obtain new products by acquisition EXCEPT ________. a.buying a whole company b.buying a patent c.backward engineering d.buying a license to produce a product e.none of the above (Answer: c; p. 253; Moderate; LO1) 4.Studies indicate that up to ________ of all new consumer products fail. a.60 percent b.70 percent c.80 percent d.90 percent e.95 percent (Answer: d; p. 253; Easy; LO1) 5.The first step in the new-product development process is ________. a.idea generation b.idea screening c.concept development d.concept testing e.test marketing (Answer: a; p. 254; Easy; LO2) 252 Which of the following is a common reason for a new product failure?According to Robert Cooper [1], the major causes for new product failure are: inadequate market analysis, product defects, lack of effective marketing effort, higher costs than anticipated and competitive reaction.
Which of the following is not a step in new product development?1 Answer. Culture is NOT the stage that customers go through in the process of adopting a new product.
Is the stage of new product development in which the product and marketing program are tested in more realistic market settings?Test marketing is the stage at which the product and marketing program are introduced into realistic market settings.
Which of the following is the source of ideas for new product development?Sources of new product ideas include company employees, customers, competitors, outside inventors, acquisitions, and channel members.
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All of the following are accurate description of reasons why new product fail, except which one
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