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Marketing, International Edition 16th Edition by G. Tomas- Test Bank

Chapter 11—Strategic Product Management

ESSAY

1. Compare and contrast line extensions and product modifications.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Analytic | CBE: Model Product TYP: Knowledge

2. Identify and describe the three major ways to modify existing products, and give an example of each.

ANS:
Answer not provided.

PTS: 1 DIF: Easy
NAT: AACSB: Analytic | CBE: Model Product TYP: Knowledge

3. List and discuss the major phases of the new-product development process.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Product TYP: Knowledge

4. Discuss the role of new-product development in the marketing mix. Why is new-product development an important issue?

ANS:
Answer not provided.

PTS: 1 DIF: Difficult
NAT: AACSB: Analytic | CBE: Model Product | CBE: Model Strategy
TYP: Knowledge

5. What is concept testing, and why is it important?

ANS:
Answer not provided.

PTS: 1 DIF: Easy
NAT: AACSB: Communication | CBE: Model Strategy | CBE: Model Product
TYP: Knowledge

6. What exactly is analyzed during the business analysis phase of new-product development?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Strategy | CBE: Model Product
TYP: Knowledge

7. Discuss the advantages and problems associated with test marketing.

ANS:
Answer not provided.

PTS: 1 DIF: Easy
NAT: AACSB: Analytic | CBE: Model Product | CBE: Model Strategy
TYP: Knowledge

8. What is commercialization, and how is it achieved?

ANS:
Answer not provided.

PTS: 1 DIF: Easy
NAT: AACSB: Communication | CBE: Model Strategy | CBE: Model Product
TYP: Knowledge

9. Discuss the major approaches that marketers use to differentiate their products.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Analytic | CBE: Model Product | CBE: Model Strategy
TYP: Knowledge

10. Identify and explain the dimensions of product quality.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Product TYP: Knowledge