University of Oregon

MKTG 311

Quiz 2

Q1) New-product development starts with.

A. idea generation

B. idea screening

C. concept development

D. concept testing

E. test marketing

Q2) Which stage in the product life cycle (PLC) is characterized by rapid market acceptance and increasing sales?

1. introduction
2. maturity
3. growth
4. decline
5. development

Q3) In which stage of the PLC will promotional expenditures be especially high in an attempt to create consumer awareness?

1. growth
2. product development
3. maturity
4. introduction
5. adoption

Q4) A group of business entrepreneurs who worried about their teenage children drinking and driving decided there must be some way to approach this problem proactively. They came up with an idea for a pair of blurry goggles. They believed looking through the goggles would simulate what the world looks like when someone is seriously intoxicated. The first crude pair of blurry goggles developed by the

entrepreneurs to show to prospective customers was             .

1. a prototype
2. a component part
3. a synergistic model
4. a product image
5. a product idea

Q5) P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This act illustrates                                                 .

1. why many companies engage in test marketing
2. one of the problems associated with test marketing
3. why prototypes are so important
4. how idea screening can make a product a commercial success
5. the variety of sources for idea generation