Designing & Managing Products – Kotler & Keller Quiz

1. Question: In Kotler’s framework, a product is defined as

A tangible good only

Only services or experiences

Anything sold through advertising

Anything that can be offered to a market to satisfy a want or need

2. Question: Product cannibalization happens when

Competitors steal market share

Channels fail

New products eat into sales of existing ones

Demand declines

3. Question: When a company adds more items within the current range, it is called

Diversification

Line pruning

Line filling

Line stretching

4. Question: Compatibility in innovation diffusion refers to

How consistent the innovation is with existing values and experiences

The cost of adoption

The product lifecycle

The promotional budget

5. Question: Market entry timing in commercialization depends on

Internal HR structure

Production budget

Competitor readiness and consumer acceptance

Political relations

6. Question: Product differentiation occurs through

Cost cutting

Features, performance, style, design, and services

Price alone

Promotion only

7. Question: Brand repositioning occurs when

The product is withdrawn

The brand image or value proposition is altered

A new brand is introduced

A logo is redesigned only

8. Question: PLC strategies vary because

Each stage demands different marketing mix

Competitors are irrelevant

Product never changes

Price remains constant

9. Question: Customer experience design integrates

Logistics only

Price and promotion

Product, service, and emotional journey

Channel design

10. Question: Product innovation charter (PIC) outlines

Advertising goals

Financial budgets only

The strategic scope, objectives, and guidelines for new-product efforts

Packaging codes

Question 1 of 10