kotler pom14e instructor crs 09
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Chapter 9- slide 1Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine
New-Product Development and Product Life-Cycle Strategies
Chapter 9- slide 2©2012 Pearson Education, Inc. publishing as Prentice Hall.
New-product development starts with _____.1.idea generation
2.concept testing
3.idea screening
4.concept development
Chapter 9- slide 3©2012 Pearson Education, Inc. publishing as Prentice Hall.
New-product development starts with _____.1.idea generation
2.concept testing
3.idea screening
4.concept development
Chapter 9- slide 4©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which is the first idea-reducing stage in the new-product development process?1.Idea generation
2.Concept testing
3.Idea screening
4.Concept development
Chapter 9- slide 5©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which is the first idea-reducing stage in the new-product development process?1.Idea generation
2.Concept testing
3.Idea screening
4.Concept development
Chapter 9- slide 6©2012 Pearson Education, Inc. publishing as Prentice Hall.
_____ statement describes the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years.1.SWOT analysis
2.Product development
3.Positioning
4.Marketing strategy
Chapter 9- slide 7©2012 Pearson Education, Inc. publishing as Prentice Hall.
_____ statement describes the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years.1.SWOT analysis
2.Product development
3.Positioning
4.Marketing strategy
Chapter 9- slide 8©2012 Pearson Education, Inc. publishing as Prentice Hall.
A product and its proposed marketing program are introduced into realistic market settings for the first time during the _____ stage of the new-product development process. 1.product development
2.test marketing
3.commercialization
4.business analysis
Chapter 9- slide 9©2012 Pearson Education, Inc. publishing as Prentice Hall.
A product and its proposed marketing program are introduced into realistic market settings for the first time during the _____ stage of the new-product development process. 1.product development
2.test marketing
3.commercialization
4.business analysis
Chapter 9- slide 10©2012 Pearson Education, Inc. publishing as Prentice Hall.
During the _____ stage of the product life cycle, profits level off or decline because of increased marketing outlays to defend a product against competition.1.growth
2.decline
3.maturity
4.introduction
Chapter 9- slide 11©2012 Pearson Education, Inc. publishing as Prentice Hall.
During the _____ stage of the product life cycle, profits level off or decline because of increased marketing outlays to defend a product against competition.1.growth
2.decline
3.maturity
4.introduction
Chapter 9- slide 12©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which of the following have the longest life cycles?1.Brands
2.Product classes
3.Product forms
4.Fads
Chapter 9- slide 13©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which of the following have the longest life cycles?1.Brands
2.Product classes
3.Product forms
4.Fads
Chapter 9- slide 14©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which stage in the PLC is associated with modification of the product, market, or the marketing mix?1.Growth
2.Maturity
3.Introduction
4.Decline
Chapter 9- slide 15©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which stage in the PLC is associated with modification of the product, market, or the marketing mix?1.Growth
2.Maturity
3.Introduction
4.Decline
Chapter 9- slide 16©2012 Pearson Education, Inc. publishing as Prentice Hall.
What are fads?1.Currently accepted or popular style in a given field
2.A basic and distinctive mode of expression
3.A general direction in which something tends to move
4.Temporary periods of unusually high sales driven by consumer enthusiasm and immediate brand popularity
Chapter 9- slide 17©2012 Pearson Education, Inc. publishing as Prentice Hall.
What are fads?1.Currently accepted or popular style in a given field
2.A basic and distinctive mode of expression
3.A general direction in which something tends to move
4.Temporary periods of unusually high sales driven by consumer enthusiasm and immediate brand popularity
Chapter 9- slide 18©2012 Pearson Education, Inc. publishing as Prentice Hall.
In the _____ stage of PLC, profits are negative or low because of the low sales and high distribution and promotion expenses.1.growth
2.decline
3.introduction
4.maturity
Chapter 9- slide 19©2012 Pearson Education, Inc. publishing as Prentice Hall.
In the _____ stage of PLC, profits are negative or low because of the low sales and high distribution and promotion expenses.1.growth
2.decline
3.introduction
4.maturity
Chapter 9- slide 20©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which of the following is true of the growth stage of the product life cycle?1.Early adopters will stop buying.
2.Strategies used include maintaining, harvesting, or dropping products.
3.Firms face a trade-off between high market share and high current profit.
4.Competitors move out of the market in the later half of this stage.
Chapter 9- slide 21©2012 Pearson Education, Inc. publishing as Prentice Hall.
Which of the following is true of the growth stage of the product life cycle?1.Early adopters will stop buying.
2.Strategies used include maintaining, harvesting, or dropping products.
3.Firms face a trade-off between high market share and high current profit.
4.Competitors move out of the market in the later half of this stage.
Chapter 9- slide 22©2012 Pearson Education, Inc. publishing as Prentice Hall.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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