Designing & Managing Products – Kotler & Keller Quiz

1. Question: Compatibility in innovation diffusion refers to

The cost of adoption

The promotional budget

How consistent the innovation is with existing values and experiences

The product lifecycle

2. Question: Product cannibalization happens when

Competitors steal market share

Demand declines

Channels fail

New products eat into sales of existing ones

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

Anything sold through advertising

A tangible good only

Only services or experiences

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

4. Question: Market entry timing in commercialization depends on

Production budget

Political relations

Competitor readiness and consumer acceptance

Internal HR structure

5. Question: Customer journey mapping aids in

Managing logistics

Tracking warehouse flow

Improving supplier efficiency

Designing holistic product experiences

6. Question: Product development stage converts

Prototype into packaging

Concept into a physical prototype

Idea into ad copy

Plan into a price list

7. Question: Line modernization involves

Raising prices

Changing supplier base

Reducing line length

Updating products to match current trends

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

Line pruning

Line stretching

Diversification

Line filling

9. Question: A brand extension is

Using an existing brand name for new product categories

Creating a new brand name

Brand licensing

Co-branding

10. Question: Decline stage occurs due to

Technological changes or changing tastes

Effective promotion

Improved quality

New investments

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