1. Kotler / Armstrong 11e, Chapter 9
New product development is risky. _____ percent of new products fail within the first 2 years.
Fifty
Sixty-five
Eighty
Ninety

2. Kotler / Armstrong 11e, Chapter 9
New product development is risky. _____ percent of new products fail within the first 2 years.
Fifty
Sixty-five
Eighty
Ninety

3. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a reason that a new product might fail?
The product is priced too high.
The product is poorly designed.
The estimated market for the product is too large.
All of the above are reasons that a new product might fail.

4. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a reason that a new product might fail?
The product is priced too high.
The product is poorly designed.
The estimated market for the product is too large.
All of the above are reasons that a new product might fail.

5. Kotler / Armstrong 11e, Chapter 9
The systematic search for new-product ideas is called _____.
idea generation
idea search
idea screening
concept development

6. Kotler / Armstrong 11e, Chapter 9
The systematic search for new-product ideas is called _____.
idea generation
idea search
idea screening
concept development

7. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a good external source of ideas?
customers
the R&D department
suppliers
competitors

8. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a good external source of ideas?
customers
the R&D department
suppliers
competitors

9. Kotler / Armstrong 11e, Chapter 9
The purpose of idea screening is to reduce the number of new ideas.
True
False

10. Kotler / Armstrong 11e, Chapter 9
The purpose of idea screening is to reduce the number of new ideas.
True
False

11. Kotler / Armstrong 11e, Chapter 9
A _____ is a detailed version of a new product idea stated in meaningful consumer terms.
product concept
product idea
product image
product license

12. Kotler / Armstrong 11e, Chapter 9
A _____ is a detailed version of a new product idea stated in meaningful consumer terms.
product concept
product idea
product image
product license

13. Kotler / Armstrong 11e, Chapter 9
Once the new product ideas have been screened, the next step in the new product development process is _____.
marketing strategy
concept development and testing
product development
none of the above

14. Kotler / Armstrong 11e, Chapter 9
Once the new product ideas have been screened, the next step in the new product development process is _____.
marketing strategy
concept development and testing
product development
none of the above

15. Kotler / Armstrong 11e, Chapter 9
_____ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.
Market strategy development
Product development
Business analysis
Forecasting

16. Kotler / Armstrong 11e, Chapter 9
_____ is a review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.
Market strategy development
Product development
Business analysis
Forecasting

17. Kotler / Armstrong 11e, Chapter 9
When the product idea moves from a description or mock-up of a product, to an actual physical product, marketers say we are in the _____ stage.
market strategy
product development
business analysis
forecasting

18. Kotler / Armstrong 11e, Chapter 9
When the product idea moves from a description or mock-up of a product, to an actual physical product, marketers say we are in the _____ stage.
market strategy
product development
business analysis
forecasting

19. Kotler / Armstrong 11e, Chapter 9
Test marketing is the stage at which the product and marketing program are introduced into more realistic settings.
True
False

20. Kotler / Armstrong 11e, Chapter 9
Test marketing is the stage at which the product and marketing program are introduced into more realistic settings.
True
False

21. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a form of test marketing?
standard test markets
controlled test markets
simulated test markets
perceptual test markets

22. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a form of test marketing?
standard test markets
controlled test markets
simulated test markets
perceptual test markets

23. Kotler / Armstrong 11e, Chapter 9
Some of the drawbacks of _____ are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.
standard test markets
controlled test markets
simulated test markets
Internet test markets

24. Kotler / Armstrong 11e, Chapter 9
Some of the drawbacks of _____ are that they can be very costly, and they can give competitors a chance to look at the company’s new ideas.
standard test markets
controlled test markets
simulated test markets
Internet test markets

25. Kotler / Armstrong 11e, Chapter 9
Introducing a new product to the marketplace is called _____.
new product penetration
commercialization
consumer initiation
product development

26. Kotler / Armstrong 11e, Chapter 9
Introducing a new product to the marketplace is called _____.
new product penetration
commercialization
consumer initiation
product development

27. Kotler / Armstrong 11e, Chapter 9
The first thing a company must decide when launching a new product is _____.
who to launch it to
where to launch it
when to launch it
who its advertising agency will be

28. Kotler / Armstrong 11e, Chapter 9
The first thing a company must decide when launching a new product is _____.
who to launch it to
where to launch it
when to launch it
who its advertising agency will be

29. Kotler / Armstrong 11e, Chapter 9
When a company uses sequential product development, the various company departments work together closely and overlap the steps in the product development process in order to save time and increase effectiveness.
True
False

30. Kotler / Armstrong 11e, Chapter 9
When a company uses sequential product development, the various company departments work together closely and overlap the steps in the product development process in order to save time and increase effectiveness.
True
False (The definition above is for a company using simultaneous product development, not sequential product development.)

31. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a stage in the product life cycle (PLC)?
product development
growth
maturity
All of the above are stages in the PLC.

32. Kotler / Armstrong 11e, Chapter 9
Which of the following is not a stage in the product life cycle (PLC)?
product development
growth
maturity
All of the above are stages in the PLC.

33. Kotler / Armstrong 11e, Chapter 9
Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by most of its potential buyers?
introduction stage
growth stage
maturity stage
decline stage

34. Kotler / Armstrong 11e, Chapter 9
Which stage of the product life cycle (PLC) is characterized by slow growth because the product has achieved acceptance by most of its potential buyers?
introduction stage
growth stage
maturity stage
decline stage

35. Kotler / Armstrong 11e, Chapter 9
Which of the following tends to have the longest life cycle?
a product class
a product form
a product brand
All of the above have similar life cycles.

36. Kotler / Armstrong 11e, Chapter 9
Which of the following tends to have the longest life cycle?
a product class
a product form
a product brand
All of the above have similar life cycles.

37. Kotler / Armstrong 11e, Chapter 9
_____ tend to grow slowly, remain popular for a while, and then decline slowly.
Fads
Styles
Fashions
Designs

38. Kotler / Armstrong 11e, Chapter 9
_____ tend to grow slowly, remain popular for a while, and then decline slowly.
Fads
Styles
Fashions
Designs

39. Kotler / Armstrong 11e, Chapter 9
In the _____, sales start climbing quickly and competition often enters the market.
introduction stage
growth stage
maturity stage
decline stage

40. Kotler / Armstrong 11e, Chapter 9
In the _____, sales start climbing quickly and competition often enters the market.
introduction stage
growth stage
maturity stage
decline stage