Designing & Managing Products – Kotler & Keller Quiz

1. Question: Product differentiation occurs through

Price alone

Cost cutting

Features, performance, style, design, and services

Promotion only

2. Question: Planned obsolescence is

Increasing durability

Sustainable design

Customer retention policy

Designing products with limited useful life to encourage repurchase

3. Question: Product innovation charter (PIC) outlines

Financial budgets only

Advertising goals

Packaging codes

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

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

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

A tangible good only

Only services or experiences

Anything sold through advertising

5. Question: Product development stage converts

Prototype into packaging

Idea into ad copy

Plan into a price list

Concept into a physical prototype

6. Question: A brand extension is

Creating a new brand name

Brand licensing

Using an existing brand name for new product categories

Co-branding

7. Question: Value engineering in design aims at

Rebranding strategy

Reducing cost without compromising function or quality

Outsourcing operations

Training staff

8. Question: Decline stage occurs due to

New investments

Effective promotion

Technological changes or changing tastes

Improved quality

9. Question: The actual product includes

The promotional benefits

Design, brand name, quality level, packaging, and features

The intangible value only

Only the label

10. Question: Brand repositioning occurs when

The product is withdrawn

A logo is redesigned only

A new brand is introduced

The brand image or value proposition is altered

Question 1 of 10