旋肉行数6号 《营销学原理》 期末考试试卷 D.the size and purchasing power of the segments can be measured. E.the individuals making up the market segment can be identified and studied. ()13.A good package may A.protect the product. B.promote the product. C.lower total distribution costs. D.all of the above ()14.Under the same product line,P&G launched various products carrying different brand names.This strategy is called A.brand extension B.multiple brands C.unique brand D.new brand ()15.Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good,but the market has been underestimated (低估)。 B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered () ()16.Simulated test marketing A.takes longer time to complete than standard test marketing B.is much more expensive than controlled test marketing. C.does not allow competitors to get a look at the companies'new product. D.is best used at trade shows. ()17.Product is a period of rapid market acceptance and increasing profits. A.development B.introduction C.growth D.maturity E.decline ()18.If demand is elastic rather than inelastic and the firm is interested in increasing total revenue,the firm should: J《营销学原理》 期末考试试卷 D. the size and purchasing power of the segments can be measured. E. the individuals making up the market segment can be identified and studied. ( ) 13. A good package may A. protect the product. B. promote the product. C. lower total distribution costs. D. all of the above ( ) 14. Under the same product line, P&G launched various products carrying different brand names. This strategy is called _________. A. brand extension B. multiple brands C. unique brand D. new brand ( ) 15. Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good, but the market has been underestimated (低估). B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered （遭遇）. ( ) 16. Simulated test marketing A. takes longer time to complete than standard test marketing. B. is much more expensive than controlled test marketing. C. does not allow competitors to get a look at the companies’ new product. D. is best used at trade shows. ( ) 17. Product __________ is a period of rapid market acceptance and increasing profits. A. development B. introduction C. growth D. maturity E. decline ( ) 18. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should: 5