Designing & Managing Products – Kotler & Keller Quiz

1. Question: PLC strategies vary because

Each stage demands different marketing mix

Competitors are irrelevant

Product never changes

Price remains constant

2. Question: Compatibility in innovation diffusion refers to

The promotional budget

The cost of adoption

The product lifecycle

How consistent the innovation is with existing values and experiences

3. Question: The label on a product performs which function?

Identifies, grades, and promotes the product

Reduces shelf space

Only lists the price

Only attracts attention

4. Question: Brand repositioning occurs when

The brand image or value proposition is altered

A logo is redesigned only

A new brand is introduced

The product is withdrawn

5. Question: Conformance quality means

Flexibility in delivery

Meeting established specifications

Outperforming competitors

Premium packaging

6. Question: A brand extension is

Brand licensing

Co-branding

Creating a new brand name

Using an existing brand name for new product categories

7. Question: Decline stage occurs due to

New investments

Technological changes or changing tastes

Effective promotion

Improved quality

8. Question: Product cannibalization happens when

New products eat into sales of existing ones

Competitors steal market share

Demand declines

Channels fail

9. Question: Product development stage converts

Idea into ad copy

Prototype into packaging

Concept into a physical prototype

Plan into a price list

10. Question: Line modernization involves

Changing supplier base

Raising prices

Reducing line length

Updating products to match current trends

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