Question: In Kotler’s framework, a product is defined as
A. A tangible good only
B. Anything that can be offered to a market to satisfy a want or need
C. Only services or experiences
D. Anything sold through advertising
Answer: B

Question: The three levels of a product are
A. Core, Actual, Augmented
B. Physical, Perceived, Imaginary
C. Basic, Premium, Luxury
D. Need, Want, Desire
Answer: A

Question: The core benefit represents
A. The fundamental service or benefit the customer seeks
B. The packaging of the product
C. The optional feature offered
D. The price discount provided
Answer: A

Question: The actual product includes
A. Design, brand name, quality level, packaging, and features
B. The intangible value only
C. Only the label
D. The promotional benefits
Answer: A

Question: The augmented product adds
A. Pricing flexibility
B. Only physical quality
C. Additional consumer services and benefits
D. Legal warranty
Answer: C

Question: Product mix means
A. The set of all products and items a seller offers for sale
B. A single product’s features
C. Market segmentation strategy
D. Brand equity value
Answer: A

Question: Product line length refers to
A. Number of items in the product line
B. Number of features in a product
C. Distribution reach
D. Customer base
Answer: A

Question: When a company adds more items within the current range, it is called
A. Line filling
B. Line stretching
C. Line pruning
D. Diversification
Answer: A

Question: Extending a product line beyond current range is
A. Line stretching
B. Line pruning
C. Brand repositioning
D. Line trimming
Answer: A

Question: Upward stretching aims to
A. Reduce costs
B. Add lower-end products
C. Delete premium products
D. Add higher-end products to the line
Answer: D

Question: Downward stretching means
A. Introducing lower-priced items
B. Adding luxury variants
C. Reducing production
D. Merging with competitors
Answer: A

Question: Line modernization involves
A. Updating products to match current trends
B. Reducing line length
C. Raising prices
D. Changing supplier base
Answer: A

Question: Product mix width indicates
A. Number of product lines offered
B. Average number of products per line
C. Market share percentage
D. Brand loyalty ratio
Answer: A

Question: Product mix consistency refers to
A. The stability of product pricing
B. How closely related product lines are
C. The number of product models
D. The uniformity of branding color
Answer: B

Question: Packaging serves primarily to
A. Protect and promote the product
B. Replace branding
C. Eliminate competition
D. Increase taxes
Answer: A

Question: The label on a product performs which function?
A. Identifies, grades, and promotes the product
B. Only attracts attention
C. Only lists the price
D. Reduces shelf space
Answer: A

Question: Warranties and guarantees build
A. Consumer trust and perceived value
B. Advertising appeal
C. Product cost
D. Wholesale margin
Answer: A

Question: In new-product development, the first step is
A. Market testing
B. Concept testing
C. Idea generation
D. Commercialization
Answer: C

Question: Idea screening aims to
A. Eliminate poor ideas early
B. Develop prototypes
C. Finalize prices
D. Choose advertising slogans
Answer: A

Question: Concept testing involves
A. Regulatory approval
B. Laboratory trials
C. Launching in test markets
D. Presenting product concepts to target customers for feedback
Answer: D

Question: Business analysis evaluates
A. Sales, costs, and profit projections
B. Product packaging
C. Advertising spend
D. Supplier contracts
Answer: A

Question: Product development stage converts
A. Concept into a physical prototype
B. Prototype into packaging
C. Idea into ad copy
D. Plan into a price list
Answer: A

Question: Test marketing helps
A. Measure market acceptance before full launch
B. Replace competitors
C. Reduce R&D cost
D. Create distribution channels
Answer: A

Question: Commercialization means
A. Introducing the new product to the market
B. Discontinuing old products
C. Doing internal training only
D. Testing ad campaigns
Answer: A

Question: In the product life cycle, the stages are
A. Launch, Crash, Revival, Closure
B. Introduction, Growth, Maturity, Decline
C. Idea, Research, Test, Launch
D. Create, Consume, Dispose, Renew
Answer: B

Question: Introduction stage is characterized by
A. Low sales, high costs, and negative profits
B. Rapid growth
C. Price wars
D. Market saturation
Answer: A

Question: Growth stage shows
A. Rising sales and profits
B. Declining margins
C. Product withdrawal
D. No competition
Answer: A

Question: Maturity stage features
A. Slowdown in sales growth and strong competition
B. No advertising
C. Product testing
D. Patent development
Answer: A

Question: Decline stage occurs due to
A. Improved quality
B. Effective promotion
C. Technological changes or changing tastes
D. New investments
Answer: C

Question: Strategies in maturity stage often involve
A. Product modification or market modification
B. Product elimination
C. Employee layoff
D. Only advertising
Answer: A

Question: Product deletion is a strategy used in
A. Decline stage
B. Growth stage
C. Introduction stage
D. Maturity stage
Answer: A

Question: Product positioning aims to
A. Create a distinct image in the consumer’s mind
B. Reduce competition
C. Increase price
D. Define production method
Answer: A

Question: The concept of brand equity means
A. Stock market value
B. Total physical assets
C. Added value endowed by the brand name
D. Employee loyalty
Answer: C

Question: A brand extension is
A. Using an existing brand name for new product categories
B. Creating a new brand name
C. Co-branding
D. Brand licensing
Answer: A

Question: Line extension refers to
A. Adding new variants within the same product category
B. Launching new categories
C. Rebranding existing firms
D. Increasing price
Answer: A

Question: Multibranding strategy means
A. Replacing core products
B. Offering a single brand for all
C. Using private labels only
D. Offering multiple brands in the same category
Answer: D

Question: Brand repositioning occurs when
A. The brand image or value proposition is altered
B. A new brand is introduced
C. A logo is redesigned only
D. The product is withdrawn
Answer: A

Question: Co-branding involves
A. Removing a partner brand
B. Two or more brands jointly marketing a product
C. Unbranded goods
D. Price bundling only
Answer: B

Question: Private labels are
A. Brands owned by retailers
B. National brands
C. Corporate brands
D. Licensed brands
Answer: A

Question: Packaging innovation helps in
A. Differentiation and sustainability appeal
B. Price increase
C. Retailer profit margin
D. Sales quota
Answer: A

Question: A product line is
A. A group of related products sold to the same market
B. Random collection of goods
C. Services only
D. A distribution system
Answer: A

Question: Product quality is a key component of
A. Customer value and brand positioning
B. Promotion mix
C. Price sensitivity
D. Channel selection
Answer: A

Question: Performance quality refers to
A. Customer loyalty
B. Product’s aesthetic design
C. Product’s ability to perform its functions
D. Supplier standards
Answer: C

Question: Conformance quality means
A. Meeting established specifications
B. Outperforming competitors
C. Premium packaging
D. Flexibility in delivery
Answer: A

Question: Style describes
A. Product’s appearance
B. Functionality
C. Brand personality
D. Manufacturing process
Answer: A

Question: Design integrates
A. Function and aesthetics to improve user experience
B. Color only
C. Brand tone
D. Price point
Answer: A

Question: Feature analysis helps firms
A. Determine supply costs
B. Track employee performance
C. Compare brand awareness
D. Identify value-adding product features
Answer: D

Question: Customer value hierarchy shows
A. Levels from core benefit to potential product
B. Customer satisfaction score
C. Pricing matrix
D. Market share ranking
Answer: A

Question: Potential product refers to
A. Future augmentations the product might have
B. Product prototypes
C. Core benefit
D. Expired item
Answer: A

Question: Product differentiation occurs through
A. Features, performance, style, design, and services
B. Price alone
C. Promotion only
D. Cost cutting
Answer: A

Question: Service differentiation includes
A. Employee training
B. Advertising strategy
C. Delivery, installation, and maintenance quality
D. Price positioning
Answer: C

Question: Customer-driven innovation means
A. Developing products from consumer insight
B. Focusing on internal efficiency
C. Ignoring competitor trends
D. Reducing R&D
Answer: A

Question: Crowdsourcing in product design is
A. Involving external communities in idea generation
B. Outsourcing manufacturing
C. Benchmarking competitors
D. Hiring new staff
Answer: A

Question: Prototyping ensures
A. Pricing optimization
B. Packaging cost control
C. Feasibility testing of product concept
D. Advertising message alignment
Answer: C

Question: Market entry timing in commercialization depends on
A. Competitor readiness and consumer acceptance
B. Production budget
C. Internal HR structure
D. Political relations
Answer: A

Question: Adopter categories in diffusion of innovation are
A. High-end, Mid-end, Low-end
B. Buyers, Sellers, Influencers, Users, Deciders
C. Core, Support, External, Internal, Secondary
D. Innovators, Early Adopters, Early Majority, Late Majority, Laggards
Answer: D

Question: The innovation adoption curve was proposed by
A. Everett Rogers
B. Philip Kotler
C. Peter Drucker
D. Michael Porter
Answer: A

Question: Relative advantage affects
A. Speed of adoption of new products
B. Pricing elasticity
C. Product decline rate
D. Promotional spend
Answer: A

Question: Compatibility in innovation diffusion refers to
A. How consistent the innovation is with existing values and experiences
B. The cost of adoption
C. The promotional budget
D. The product lifecycle
Answer: A

Question: Complexity in adoption means
A. How difficult the product is to understand or use
B. The degree of differentiation
C. Pricing range
D. Technological dependency
Answer: A

Question: Trialability relates to
A. The extent to which the product can be tested before purchase
B. Distribution channels
C. Advertising recall
D. Pricing structure
Answer: A

Question: Observability means
A. Measuring satisfaction
B. Monitoring competitor activity
C. The visibility of innovation results to others
D. Surveying feedback
Answer: D

Question: PLC strategies vary because
A. Each stage demands different marketing mix
B. Price remains constant
C. Product never changes
D. Competitors are irrelevant
Answer: A

Question: In the growth stage, firms focus on
A. Building brand preference and expanding distribution
B. Cutting R&D costs
C. Exiting the market
D. Raising prices only
Answer: A

Question: In maturity, marketing focuses on
A. Penetration pricing
B. Differentiation and brand loyalty
C. Reducing features
D. Testing concepts
Answer: B

Question: Decline-stage strategies may involve
A. Harvesting or divesting the product
B. Increasing promotion
C. Acquiring competitors
D. Adding features
Answer: A

Question: Product audit refers to
A. Environmental audit
B. Financial auditing
C. HR performance review
D. Periodic review of product performance
Answer: D

Question: Planned obsolescence is
A. Designing products with limited useful life to encourage repurchase
B. Increasing durability
C. Sustainable design
D. Customer retention policy
Answer: A

Question: Sustainable product design aims to
A. Reduce environmental impact throughout product life
B. Increase luxury appeal
C. Minimize labor costs
D. Expand product width
Answer: A

Question: Eco-labeling communicates
A. Environmental compliance and responsibility
B. Premium pricing
C. Cultural heritage
D. Retailer location
Answer: A

Question: Service blueprinting in product design focuses on
A. Brand advertising
B. Packaging improvements
C. Mapping customer interactions and back-stage processes
D. Cost reduction
Answer: C

Question: Customer experience design integrates
A. Product, service, and emotional journey
B. Logistics only
C. Price and promotion
D. Channel design
Answer: A

Question: Brand architecture defines
A. Structure of brands within an organization
B. Physical store layout
C. Advertising hierarchy
D. Product features
Answer: A

Question: Corporate branding emphasizes
A. The company name as the primary brand identity
B. Individual product names
C. Retailer ownership
D. Private labels
Answer: A

Question: Product cannibalization happens when
A. Competitors steal market share
B. New products eat into sales of existing ones
C. Demand declines
D. Channels fail
Answer: B

Question: Feature fatigue occurs when
A. Consumers get overwhelmed by excessive features
B. Products lack variety
C. Packaging is unattractive
D. Prices are too low
Answer: A

Question: Customer journey mapping aids in
A. Designing holistic product experiences
B. Tracking warehouse flow
C. Improving supplier efficiency
D. Managing logistics
Answer: A

Question: Design thinking promotes
A. Pure cost reduction
B. Top-down control
C. Empathy, ideation, prototyping, and testing
D. Linear planning
Answer: C

Question: Value engineering in design aims at
A. Reducing cost without compromising function or quality
B. Rebranding strategy
C. Training staff
D. Outsourcing operations
Answer: A

Question: Mass customization means
A. Tailoring products to individual needs efficiently
B. Producing identical goods
C. Niche segmentation
D. Custom-made luxury only
Answer: A

Question: Product innovation charter (PIC) outlines
A. The strategic scope, objectives, and guidelines for new-product efforts
B. Advertising goals
C. Financial budgets only
D. Packaging codes
Answer: A

Question: Stage-gate process ensures
A. Brand awareness
B. Price flexibility
C. Design aesthetics
D. Evaluation and control at each development phase
Answer: D

Question: Brand-product matrix links
A. Brands with product categories
B. Sales with profits
C. Prices with segments
D. Employees with divisions
Answer: A

Question: Product portfolio management ensures
A. Strategic balance of investments across products
B. Maximum production volume
C. Retail space optimization
D. Media planning
Answer: A

Question: Customer-based brand equity (CBBE) model was proposed by
A. Peter Drucker
B. Philip Kotler
C. Kevin Lane Keller
D. David Aaker
Answer: C

Question: Brand resonance pyramid focuses on
A. Building deep, active loyalty relationships with customers
B. Increasing production
C. Cost management
D. Retail promotion
Answer: A

Question: Perceived quality affects
A. Price premium and brand preference
B. Logistics efficiency
C. HR performance
D. Market entry cost
Answer: A

Question: Product lifecycle extension can be achieved through
A. New uses, new users, and modifications
B. Reducing distribution
C. Increasing prices
D. Withdrawing products
Answer: A

Question: Blue ocean innovation aligns with
A. Price war tactics
B. Competing head-to-head in existing markets
C. Creating uncontested market space through product differentiation
D. Mergers and acquisitions
Answer: C

Question: Customer-centric design means
A. Developing products from user needs outward
B. Designing around factory capability
C. Prioritizing shareholder demand
D. Following competitor strategy
Answer: A