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Self-test Questions
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1

During the product life cycle (PLC) sales will eventually flatten as saturation occurs. This stage of the PLC is more commonly referred to as:
A)Growth
B)Maturity
C)Introduction
D)Decline
E)Profitability
2

In the introduction phase of the PLC a typical marketing communications objective would be:
A)To increase short term sales of the product.
B)Reduce promotional spending until the product takes off.
C)Create product awareness.
D)Increase production capacity.
E)Demonstrate the product to customers.
3

The Product Life Cycle is an infallible management aid.
A)TRUE
B)FALSE
4

When Volkswagen acquired the company which manufactured Skodas the product was in decline but now Skoda is a growing brand. What does this example demonstrate:
A)Volkswagen has a good marketing communications team.
B)The classic PLC model is not always applicable.
C)Divesting failing products is the correct approach.
D)Volkswagen had an unlimited advertising budget.
5

Strategic product management offers four principal objectives that a company might pursue in relation to a particular product, 1. Hold, 2. Divest, 3. Build and:
A)Promote
B)Harvest
C)Differentiate
D)Brand
E)Research
6

According to the Boston Consultancy Group Share-Growth Matrix a product with a high market share in a low growth market is called a:
A)Problem child
B)Dog
C)Star
D)Cash cow
7

The Boston Consulting Group Matrix allows product portfolios to be analysed based on market growth rate and ____________________.
A)Competitive position
B)Profitability
C)Relative market share
D)Market dynamics
8

The BCG growth share matrix helps marketing managers’ focus on key principles of marketing; developing sustainable competitive advantage.
A)TRUE
B)FALSE
9

According to McKinsey market attractiveness includes 1. Market size, 2. Social political and legal factors, 3. Strength of the competition and which two of the following:
A)Market growth and profit potential.
B)Price sensitivity and market cost structure.
C)Customer location and distribution factors.
D)Knowledge of the industry and good communications.
E)National and International marketing opportunities.
10

The process of managing groups of brands and product lines is called:
A)Portfolio planning
B)PLC planning
C)Marketing mix planning
D)Sales planning
E)Strategic planning
11

The Portfolio planning model stresses that all products should have the same profit requirements.
A)TRUE
B)FALSE
12

Ansoff’s matrix is a strategic marketing tool used to plan for:
A)New product development
B)Product life cycle changes
C)Business growth
D)Product positioning
E)Market segmentation
13

Which of the following tools would a marketing manager use to look at new products, and markets for future growth?
A)PLC
B)BCG growth matrix
C)The MA-CP matrix
D)Ansoff Matrix
14

Product development involves:
A)Taking existing products into existing markets.
B)Taking new products into existing markets.
C)Taking existing products into new markets.
D)Taking new products into new markets.
15

When attempting to implement a growth strategy through product development one of the options a company might pursue is _______________.
A)Innovation
B)Increased usage
C)Winning competitors
D)Raising barriers
16

When attempting to increase volume of sales through a market expansion strategy a key aim is to convert non-users of the product.
A)TRUE
B)FALSE





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