中山大学吴柏林教授 “广告创意”绝密资料_TIF【DOC精选】.docVIP

Chapter 10—Developing, Positioning, and Differentiating Products Through the Life Cycle True/False Questions The new product development process starts with profitability analysis of the ideas. False (moderate) p. 191 A product-positioning map uses selected criteria to show where a product stands in relationship to comparable products. True (moderate) p. 192 Less than 10 percent of “new” products are entirely new and innovative. True (easy) p. 189 An existing product that has been repositioned can be considered a new product. True (moderate) p. 190 In spite of the benefits of test marketing, many firms today question its value. True (moderate) p. 195 Concept testing is the most expensive part of the new product development process. False (moderate) p. 192 Some products fail because they have too much support from upper-level management True (difficult) p. 190 The basic strategy for managing the growth stage of the PLC is product expansion. False (moderate) pp. 198-199 Personal influence is most important in the awareness stage of the adoption process. False (difficult) pp. 197-198 Many of the best ideas for new industrial products originate with customer ideas. True (moderate) p. 191 The stage of the product life cycle characterized by low sales, heavy promotion, low profit, and minimal competition is the introduction stage. False (moderate) p. 199 Typically, the longest stage in the product life cycle is the maturity stage. True (moderate) p. 199 Increasing usage, frequency of use, or variety of use are all acceptable product modification strategies for a product in the maturity stage of the life cycle. False (moderate) p. 199 Alpha testing means testing a product within the firm, beta testing means enlisting customers to use the product and provide feedback. True (easy) p. 194 Differentiation is the act of designing a company’s offerings and image so that they occupy a meaningful and distinct competitive position in the targe