PRODUCT AND BRAND MANAGEMENT UNIT 2

1. ________________ is screening new -product ideas in order to spot good ideas and drop poor ones
as soon as possible. [ ]
A. Idea generation B. Concept development and testing
C. Idea screening D. Brainstorming
2. When a marketing research organization chooses a segment of the population that represents the
population as a whole, they have chosen a _______________. [ ]
A. group B. bi-variant population
C. sample D. market target
3. A company is in the ______________ stage of the new product development process when the
company develops the product concept into a physical product in order to assure that the product idea
can be turned into a workable product. [ ]
A. product development B commercialization
C. marketing strategy D. business analysis
4. The major advantage of survey research is its? [ ]
A. simplicity. B. structure.
C. organization. D. flexibility.
5. The type of salesforce structure in which the salesforce sells along product lines is called ? [ ]

A. territorial salesforce. B. product salesforce.

C. customer salesforce. D. retail salesforce.
6. Number of variants of each product offers in a line is classified as [ ]
(a) width of product mix (b) length of product mix
(c) depth of product mix (d) consistency of product mix
7. Formal statement by manufacturer of product regarding its performance is classified as[ ]
(a) guarantees (b) warranties
(c) labeling (d) packaging
8. Major sources of ideas for product development comes from [ ]
(a) internal sources (b) external sources
(c) Both a and b (d) None
9. In product hierarchy,product classes that help in satisfying core needs are considered as[ ]
(a) product line (b) product class
(c) need family (d) product family
10. In new product development process, after analysis of business next step to be taken is[ ]
(a) Channel marketing (b) product marketing
(c) Test marketing (d) None

11. Concept testing is based on a method developed by ________Stuart Pugh________________

12.SCAMPER stands for ___substitute, combune adapt modify put to other use eliminate reverse or
reorder______
13. In ______Maturity_______________ stages of the product life cycle do profits peak
14. Extension of the product life cycle should be considered before the end of __________Saturation
____ stage
15. ________Brand Image______ includes two aspects of a brand- its association and its personality.
16. ____Idea screeening__________________ is screening new -product ideas in order to spot good
ideas and drop poor ones as soon as possible
17. Re-Use package is also known as___Dual Package__________
18. Benefits or characteristics that customer's strongly attribute with brand are considered as____Point
of differences______
19. NPI stands for _____New Product introduction___________________________________
20. The way in which customer's think and act in terms of prices and market share is known
as___Brand equity__________
21.. In new product development process, after analysis of business next step to be taken is[ ]
(a) Channel marketing (b) product marketing
(c) Test marketing (d) None
22. One of the following has high growth and high share businesses or product [ ]
(a) Cash cows (b) Question mark
(c) star (d) Dogs
23. Market development stage of new product development is also known as [ ]
(a) Modernization (b) Synchronization
(c) Evaluation (d) Commercialization
24. The stages involved in new product development are [ ]
(a) Idea generation (b) Idea screening
(c) business analysis (d) all the above
25. According to product hierarchy, group of products that perform similar functions including
recognized product class is classified as [ ]
(a) product line (b) product class
(c) product family (d) need family
26. ___Product planning _________ may be define as the act of supervising the search ,screening,
development and commercialization of new products.
27. BCG ______________________________________________________________________
28. AD Little ___________________________________________________________________
29. The seeding stage of a new idea is called as _____________________________________
30. ____________________________________ is screening new -product ideas in order to spot good
ideas and drop poor ones as soon as possible.