kotler20_tif_Marketing management习题.doc

Chapter 20: Introducing New Market Offerings GENERAL CONCEPT QUESTIONS Multiple Choice 1. A company can add new products through acquisition or development. The acquisition route can take three forms. The company can buy other companies, it can acquire patents from other companies, or it can buy a ________ or _________ from another company. a. license/franchise b. license/receive permission c. franchise/co-brand d. franchise/acquire rights e. none of the above Answer: a Page: 634 Level of difficulty: Medium 2. The development route for new products takes two forms. These two forms are ________ or it can ________. a. new products in its own labs/contract with outside firms b. new products in its own labs/acquire new products from existing companies c. contract out for new products/acquire new products from existing companies d. new products in its own labs/introduce existing products as “new” e. none of the above Answer: a Page: 634 Level of difficulty: Medium 3. New-to-the- world products are ________. a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first time c. new products that supplement established product lines (package sizes, flavors, and so on) d. new products that provide improved performance or greater perceived value and replace existing products e. existing products that are targeted to new markets or market segments Answer: a Page: 634 Level of difficulty: Medium 4. New product lines are ________. a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first time c. new products that supplement established product lines (package sizes, flavors, and so on) d. new products that provide improved performance or greater perceived value and replace existing products e. existing products that are targeted to new markets or market segments Answer: b Page: 634 Level of Difficulty: Medium 5