Chapter 11

What is NOT a category of new products?

• Product Line Additions

• New-to-the-World

• Repositioned Products

• Evaluation-Priced Products

A brand deciding to update a product’s tagline is an example of…

• Repositioned Products

• Improvements or revisions

• Product Line Additions

• None of the above

What is a test to evaluate a new-product idea, usually before any prototype has been created?

• Screening

• Concept test

• Brainstorming

• Business test

The process by which the adoption of an innovation spreads is called…

• Marketing Spread

• Diffusion

• Innovation spread stage

• Observability

What are characteristics of the Introductory Stage of the Product Life Cycle?

• Sales increase at a decreasing rate

• Niche markets emerge

• Promotion focuses on awareness and information

• A and b are correct

What proportion of new product introductions fail?

• 10-25%

• 50-60%

• 80-85%

• 90-95%

What are some common reasons for product failure?

• They do not offer any discernible benefit compared to existing products

• Incorrect targeting

• Poor match between product and customer desire

• All of the above

What are the four Stages of the Product Life Cycle in the RIGHT ORDER?

• Introductory, Decline, Growth and Maturity

• Diffusion, Growth, Stabilization and Maturity

• Introductory, Growth, Maturity and Decline

• Diffusion, Growth and Maturity