科特勒市场营销第九章习题与答案

Chapter 9 New-Product Development and Product Life-Cycle Strategies1) What are the two ways that a

Chapter9New-ProductDevelopmentandProductLife-CycleStrategies 1)Whatarethetwowaysthatacompanycanobtainnewproducts? A)lineextensionandbrandmanagement B)internaldevelopmentandbrandmanagement C)new-productdevelopmentandacquisition D)servicedevelopmentandproductextension E)marketmixmodificationandresearchanddevelopment Answer:C Diff:2PageRef:258 Skill:Concept Objective:9-1 2)Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas ________. A)pioneerproducts B)newproducts C)productconcepts D)productideas E)testproducts Answer:B Diff:1PageRef:258 Skill:Concept Objective:9-1 3)WhichofthefollowingisNOTapotentialreasonforanewproducttofail? A)anunderestimatedmarketsize B)apoorlydesignedproduct C)anincorrectlypositionedproduct D)higherthananticipatedcostsofproductdevelopment E)ineffectiveadvertising Answer:A Diff:2PageRef:258 Skill:Concept Objective:9-1 4)WhichofthefollowingisNOTachallengepresentedbytheproductlifecyclethatafirm mustface? A)Allproductseventuallydecline. B)Changingtastes,technologies,andcompetitionaffectthemarketingoftheproductasitpasses throughlifecyclestages. C)Afirmmustbegoodatdevelopingnewproductstoreplaceagingones. D)Afirmmustbegoodatadaptingitsmarketingstrategies. E)Itisdifficulttoplotthestagesasaproductgoesthroughthem. Answer:E Diff:2PageRef:258