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: 2 Page 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: 1 Page 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: 2 Page Ref: 258
Skill: Concept
Objective: 9-1
4) Which of the following is NOT a challenge presented by the product life cycle that a
firm must face?
A) All products eventually decline.
B) Changing tastes, technologies, and competition affect the marketing of the product as it
passes through lifecycle stages.
C) A firm must be good at developing new products to replace aging ones.
D) A firm must be good at adapting its marketing strategies.
E) It is difficult to plot the stages as a product goes through them.
Answer: E
Diff: 2 Page Ref: 258
Skill: Concept
Objective: 9-1
5) The creation of a successful new product depends on a company’s understanding of its
________ and its ability to deliver ________ to customers.
A) competitors, distributors, and employees; new styles
B) customers, brands, products; product images
C) customers, competitors, and markets; superior value
D) product, marketing mix, and marketing strategy; functional features
