ESSAY QUESTIONS

CHAPTER 10 Developing and Managing Products

1. There are several correct definitions of the term "new product." Name and describe six categories of new products. For each category, give a specific real-life example of a product that fits into that category.

2. The multiple-step new product development process is an essential ingredient in new product development. List the steps of this process.

3. You are in charge of test marketing your company's new brand of nonalcoholic wine. List ten criteria you should consider when choosing a good test market city. What is an advantage for your company of using test marketing? What is a disadvantage of using test marketing?

4. Describe the four stages of the product life cycle and list five typical characteristics of each stage.

5. Name and briefly describe each of these five categories in the product adoption process. Using the launch of a new movie as an example, tell what each adopter might do.

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