_______ 8. Which of the following stages of the new product development process
ID: 449731 • Letter: #
Question
_______ 8. Which of the following stages of the new product development process involves weeding out ideas that don’t fit with a company’s objectives and ideas that are too expensive to develop?
A. Testing
B. Idea generation
C. Analysis
D. Idea screening
_______ 9. In the introduction stage of the product life cycle, marketing efforts are primarily focused on:
A. building customer awareness of the product.
B. reinforcing brand positioning.
C. defending the franchise with new product features, competitive advertising, promotion, and price cuts.
D. protecting market share of the product from competitors.
_______ 10. During the _____ stage of the product life cycle, sales are flat and profits decline. This stage typically calls for a strategy of defending franchise with new product features.
A. decline
B. introduction
C. growth
D. maturity
_______ 11. Once a market is mature, the only way to gain more users is to:
A. proceed into the decline stage and start all over again.
B. bring new users into the category.
C. regress to the growth stage.
D. steal them from competitors.
_______ 12. the context of marketing, promotion is best described as:
A. the paid placement of advertising where consumers shop.
B. the communication intended to influence consumer purchase decisions through information, persuasion, and reminders.
C. the efforts that focus more on building goodwill among all stakeholders than on generating immediate sales by final consumers.
D. any activity designed to increase sales that doesn't involve advertising or personal selling.
_______ 13. _____ involves video games
A. Product placement
B. Advergaming
C. Buzz marketing
D. Sponsorship
_______ 14. Ellen is in charge of developing a promotional strategy for a new product her company will soon introduce. She thinks word-of-mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low. A key component of her campaign is likely to be _____.
A. television advertisements
B. sponsorships of major sporting events
C. magazine advertisements
D. buzz marketing
Explanation / Answer
8.D. Idea Screening
9. D. protecting market share of the product from competitors.
10. D. maturity
11. D. steal them from competitors.
12. B. the communication intended to influence consumer purchase decisions through information, persuasion, and reminders.
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