Chapter 10 - Chapter 10-Developing and Managing Products...

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Chapter 10—Developing and Managing Products 156 questions (24 true/false, 115 multiple choice, 17 essay) MULTIPLE CHOICE 1. When the manufacturer of L’Oreal shampoo introduced shampoos designed specifically to appeal to preteens, the product was: a. not considered new, because the product was not discontinuous b. not accepted well in the market until a personal selling campaign was launched c. easily sold to many foreign countries using the same, popular L’Oreal brand name d. an example of inventing a product and then trying to create a need e. a new product because it was an improvement or revision of an existing product ANS: E PTS: 1 REF: 300 OBJ: 10-1 TYPE: App New products can be improvements or revisions of existing products. TOP: 2. Marketers consider all of the following examples of new products EXCEPT: a. a 2007 model year GE oven with the same style, parts, and color as the 2006 model b. the addition of a management consultant service to a company that once specialized in investment management c. a new design for Reach brand toothbrushes d. e. the development of a less-painful procedure for the treatment of varicose veins ANS: A PTS: 1 REF: 300 OBJ: 10-1 TYPE: App All these are new products except the new model year with no other changes than the date. TOP: 3. The maker of Keebler Sandies cookies has added fudge drop Sandies to its cookie product line. Is this a new product? a. No, cookies cannot be considered an innovation. b. Yes, additions to the product line are new products. c. No, it is only a product addition. d. Yes, this is a discontinuous innovation. e. No, this is not a product improvement. ANS: B PTS: 1 REF: 300 OBJ: 10-1 TYPE: App An addition to the existing product line is considered a new product by marketers. TOP: Chapter 10 Developing and Managing Products 1
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4. New-to-the-world products, where the product category itself is new, are also called: a. discontinuous innovations b. moderate innovations c. slow-diffusing products d. venture products e. creative offerings ANS: A PTS: 1 REF: 300 OBJ: 10-1 TYPE: Def TOP: 5. Satek has developed a wireless speaker that sits unobtrusively on a desktop. The tiny, yet strong twin speakers use Bluetooth to stream music directly from your PC or MP3 player. This small Satek wireless speaker, which is radically different from anything currently on the market, would be classified as a(n): a. discontinuous innovation b. slow-diffusing product c. episodic innovation d. venture product e. sporadic innovation ANS: A PTS: 1 REF: 300 OBJ: 10-1 TYPE: App New-to-the-world products, where the product category itself is new, are also called discontinuous innovations. TOP:
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This note was uploaded on 02/11/2012 for the course MARK 3371 taught by Professor Staff during the Spring '08 term at Texas Pan American.

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Chapter 10 - Chapter 10-Developing and Managing Products...

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