Chapter 11 Marketing Study Questions

The longest stage of the product life cycle (PLC) is the ______________ stage.
maturity
In the early stage of development, ________________ __________________is sometimes used to create three-dimensional prototypes quickly and at a relatively low cost.
additive manufacturing
In the context of the product life cycle, which of the following is true of a product’s growth stage?

a. Emphasis switches from aggressive brand advertising to primary demand promotion.

b. Competition intensifies as more competitors enter the market.

c. Demand for the product is stimulated rather than for a specific brand.

d. Profits rise and remain at their peak throughout the growth phase.

b. Competition intensifies as more competitors enter the market.
The marketing department decides on the product’s packaging, branding, labeling, and so forth during the _______________________ stage.
development
One of the reasons for the new-product failures is that products:

a. are test marketed in locations isolated from the media.

b. do not match its features with competitors’ products.

c. offer no discernible benefits compared to existing products.

d. are promoted continuously at regular intervals.

c. offer no discernible benefits compared to existing products.
In a product development process, which of the following is a disadvantage of test marketing?

a. It cannot be used to test established products.

b. It prevents management from evaluating alternative strategies.

c. It leads to problems in assessing how well various aspects of the marketing mix fit together.

d. It exposes the new product and its marketing mix before its introduction.

d. It exposes the new product and its marketing mix before its introduction.
In the context of the new-product development process, the stage at which a firm tries to determine the likely demand for a new product is the _____.

a. idea screening stage

b. idea generation stage

c. business analysis stage

d. test marketing stage

c. business analysis stage
The final stage in the new-product development process is _________________________.
commercialization
Mercury Corp., an audio equipment manufacturing company, has launched Merc 360x headphones in the market. The product is of an unconventional, skull-shaped design. In this scenario, which of the following is likely to happen to Merc 360x headphones in this stage of the life cycle?

a. Marketing costs will be low when the headphones are introduced.

b. A market position will automatically be established.

c. Sales will increase slowly and profits will be negative.

d. The sales force of Mercury Corp. will invest less to secure distribution.

c. Sales will increase slowly and profits will be negative.
In the context of adopters who participate in the diffusion process, unlike the early majority, _____________________.

a. laggards’ views about the future heavily influence their decisions

b. laggards’ independence is rooted in their ties to tradition

c. laggards want to be opinion leaders

d. laggards have a worldly outlook

b. laggard’ independence is rooted in their ties to tradition
In the context of new-product development from a worldwide perspective, global marketers:

a. do not focus on meeting smaller markets’ requirements.

b. design their products to meet regulations in their major markets.

c. believe that all products have the potential for global market penetration without modification.

d. develop products that are common across all markets and populations.

b. design their products to meet regulations in their major markets.