Designing & Managing Products – Kotler & Keller Quiz

1. Question: Market entry timing in commercialization depends on

Political relations

Internal HR structure

Production budget

Competitor readiness and consumer acceptance

2. Question: Line modernization involves

Changing supplier base

Reducing line length

Updating products to match current trends

Raising prices

3. Question: Product cannibalization happens when

New products eat into sales of existing ones

Channels fail

Competitors steal market share

Demand declines

4. Question: Brand repositioning occurs when

The product is withdrawn

A logo is redesigned only

The brand image or value proposition is altered

A new brand is introduced

5. Question: The actual product includes

Only the label

The promotional benefits

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

The intangible value only

6. Question: Product innovation charter (PIC) outlines

Advertising goals

Packaging codes

Financial budgets only

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

7. Question: Decline stage occurs due to

Effective promotion

Technological changes or changing tastes

New investments

Improved quality

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

A tangible good only

Only services or experiences

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

Anything sold through advertising

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

Diversification

Line stretching

Line filling

Line pruning

10. Question: A brand extension is

Creating a new brand name

Brand licensing

Co-branding

Using an existing brand name for new product categories

Question 1 of 10