Hang Thai
Quiz 12
C 1. Why are line extensions more common than new products? A) They are higher risk and
more expensive. B) They are guaranteed to succeed in the marketplace. C) They are less
expensive and lower-risk. D) They require no market research. E) Modifications to existing
products are very easy.
B 2. In product modification, the first issue to consider is whether A) existing customers can
perceive that a product modification has been made. B) the product is modifiable. C) quality is
modified. D) modification will make the product more consistent with customers’ desires. E)
modification will provide greater satisfaction to the consumer.
A 3. Changes that affect a product’s versatility, effectiveness, convenience, or safety are called
____ modifications. A) functional B) formal C) aesthetic D) quality
C 4. Rick is a new product manager for a large bio-chemical firm. He is currently working on a
proposal for a new chemical solvent and knows that introducing the new product can be risky
because it might fail. He also knows that ___ is risky as well. A) performing marketing research.
B) keeping tabs on the actions of competitors. C) not introducing new products. D) generating
new product ideas. E) addressing customers’ concerns about products.
B 5. All of the following are major steps in developing new products except A) test marketing.
B) evaluation of competitors’ efforts. C) screening. D) business analysis. E) idea generation.
A 6. Patrick is a member of a consumer marketing panel and has been introduced to a company’s
new idea for energy drinks. Some of the questions he has been asked are “How often would you
buy this product?” and “Which features are of little or no interest to you?” Patrick is most likely
participating in the ___ phase of the new-product development process. A) concept testing. B)
business analysis C) idea screening. D) idea generation E) test marketing.
C 7. “Is the demand strong enough?” is a question that marketers ask during the ____ phase of
new-product development. A) screening B) concept testing C) business analysis D) product
development E) test marketing
C 8. Often, a new product is launched in stages during commercialization. This gradual