Question 1

Sales personnel are an external source for new product ideas.

Accepted Answer

A) True 
 B)False

Question 2

Compare and contrast line extensions and product modifications.

Accepted Answer

The answer of Compare and contrast line extensions and product...

Question 3

Functional modifications help an organization achieve and maintain a progressive image.

Accepted Answer

A) True 
 B)False

Question 4

A complex product development process,including an extensive business analysis to determine the possibility of success,are hallmarks of a

Accepted Answer

A)  genuinely new product. 
B)  radically new product. 
C)  new product failure. 
D)  controlled new product. 
E)  market share advance. 
A)  genuinely new product. 
B)  radically new product. 
C)  new product failure. 
D)  controlled new product. 
E)  market share advance.

Question 5

Use the following to answer the questions.
Cheetos Fat-free Crunchies is a product developed through advanced technology.Cheetos engineered a technique for making reduced-fat snacks that taste cheesier and stay fresh longer.Cheetos introduced Fat-free Crunchies in limited markets in 2008 and began national distribution in 2009.
About 18 months later,a series of competitors' ads was run to counter claims that Cheetos Crunchies actually contained 1.5 grams of fat,and that they contained preservatives and additives.Research showed that the taste of Cheetos Crunchies was also perceived negatively by some people.To save the product,Cheetos reduced the remaining fat to 0 grams,took out the preservatives,and improved the taste.
-Refer to Scenario 11.1.Cheetos produces several cheese snack products and is considering a new Cheetos brand of crackers.This new Cheetos brand of crackers would most likely be an example of

Accepted Answer

A)  a product modification. 
B)  a line extension. 
C)  a quality modification. 
D)  a functional extension. 
E)  an aesthetic modification. 
A)  a product modification. 
B)  a line extension. 
C)  a quality modification. 
D)  a functional extension. 
E)  an aesthetic modification.

Question 6

Discuss the role of new-product development in the marketing mix.Why is new-product development an important issue?

Accepted Answer

New-product development plays a crucial

Question 7

Product failure is a concern of all marketers.Which of the following phases of new-product development is best able to measure this concern?

Accepted Answer

A)  Screening 
B)  Concept testing 
C)  Business analysis 
D)  Product development 
E)  Test marketing 
A)  Screening 
B)  Concept testing 
C)  Business analysis 
D)  Product development 
E)  Test marketing

Question 8

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

Accepted Answer

A)  concept testing. 
B)  customer response testing. 
C)  idea analysis. 
D)  test marketing. 
E)  screening. 
A)  concept testing. 
B)  customer response testing. 
C)  idea analysis. 
D)  test marketing. 
E)  screening.

Question 9

If Kraft General Foods offered you a position in which you would have total marketing responsibility for all of its cheese products,this position would probably hold the title of ____ manager.

Accepted Answer

A)  brand 
B)  area 
C)  product 
D)  sales 
E)  marketing 
A)  brand 
B)  area 
C)  product 
D)  sales 
E)  marketing

Question 10

"How much quality should we build into the product?" is a question that marketers ask during the ____ phase of new-product development.

Accepted Answer

A)  commercialization 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing 
A)  commercialization 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing

Question 11

"Is the demand strong enough?" is a question that marketers ask during the ____ phase of new-product development.

Accepted Answer

A)  screening 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing 
A)  screening 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing

Question 12

The product development stage determines the technical feasibility of producing the new product.

Accepted Answer

A) True 
 B)False

Question 13

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.

Accepted Answer

A) True 
 B)False

Question 14

Dropping an unprofitable product immediately is the best strategy when

Accepted Answer

A)  all advertising and promotional efforts have been exhausted. 
B)  customers have a negative outlook on other products. 
C)  losses are too great to prolong the product's life. 
D)  the product's performance cannot be improved. 
E)  there is low compatibility with the firm's business strategies. 
A)  all advertising and promotional efforts have been exhausted. 
B)  customers have a negative outlook on other products. 
C)  losses are too great to prolong the product's life. 
D)  the product's performance cannot be improved. 
E)  there is low compatibility with the firm's business strategies.

Question 15

Functional modifications make an existing product more durable.

Accepted Answer

A) True 
 B)False

Question 16

A brand manager is a type of product manager.

Accepted Answer

A) True 
 B)False

Question 17

Changes that affect the sensory appeal of a product by altering its taste,texture,sound,smell,or visual characteristics are called ____ modifications.

Accepted Answer

A)  aesthetic 
B)  functional 
C)  operational 
D)  quality 
E)  feature 
A)  aesthetic 
B)  functional 
C)  operational 
D)  quality 
E)  feature

Question 18

If Hewlett-Packard provides its customers with a help line for computer questions and problems,it is differentiating itself through

Accepted Answer

A)  support of its level of quality. 
B)  product support services. 
C)  a help line feature. 
D)  product features. 
E)  customer requests. 
A)  support of its level of quality. 
B)  product support services. 
C)  a help line feature. 
D)  product features. 
E)  customer requests.

Question 19

A runout approach to product deletion lets the product decline without changing the marketing strategy.

Accepted Answer

A) True 
 B)False

Question 20

The decision to drop a product should always be a unanimous decision of the management team.

Accepted Answer

A) True 
 B)False

Exam 11: Strategic Product Management

Sales personnel are an external source for new product ideas.

Compare and contrast line extensions and product modifications.

Functional modifications help an organization achieve and maintain a progressive image.

A complex product development process,including an extensive business analysis to determine the possibility of success,are hallmarks of a

Discuss the role of new-product development in the marketing mix.Why is new-product development an important issue?

Product failure is a concern of all marketers.Which of the following phases of new-product development is best able to measure this concern?

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

If Kraft General Foods offered you a position in which you would have total marketing responsibility for all of its cheese products,this position would probably hold the title of ____ manager.

"How much quality should we build into the product?" is a question that marketers ask during the ____ phase of new-product development.

"Is the demand strong enough?" is a question that marketers ask during the ____ phase of new-product development.

The product development stage determines the technical feasibility of producing the new product.

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.

Dropping an unprofitable product immediately is the best strategy when

Functional modifications make an existing product more durable.

A brand manager is a type of product manager.

Changes that affect the sensory appeal of a product by altering its taste,texture,sound,smell,or visual characteristics are called ____ modifications.

If Hewlett-Packard provides its customers with a help line for computer questions and problems,it is differentiating itself through

A runout approach to product deletion lets the product decline without changing the marketing strategy.

The decision to drop a product should always be a unanimous decision of the management team.

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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