CMP Product Development and Management 3

Question 1

What does 'product line depth' refer to in a company's product mix?

Accepted Answer

The number of product variants or items within a specific product line

Answer

Product line depth refers to the number of distinct versions, sizes, or variants offered within a single product line, giving customers more choices within that category.

Question 2

Which stage of the new product development funnel typically eliminates the greatest number of initial ideas?

Accepted Answer

Idea screening

Answer

Idea screening is the first major filter that quickly eliminates concepts that are not technically feasible, strategically aligned, or commercially promising, reducing hundreds of ideas to a manageable few.

Question 3

A company adds a lower-priced product to its existing premium product line to appeal to budget-conscious consumers. This is an example of:

Accepted Answer

Line stretching downward

Answer

Downward line stretching adds lower-priced, simpler products to an established line to reach more price-sensitive market segments or to counter low-end competitor threats.

Question 4

What is a 'product roadmap' primarily used for in product management?

Accepted Answer

Planning the sequence, priorities, and timeline of product development milestones

Answer

A product roadmap is a strategic planning document that communicates the vision, direction, priorities, and planned evolution of a product over a defined time horizon.

Question 5

Which of the following best describes 'perceptual mapping' as used in product positioning?

Accepted Answer

A visual tool showing how consumers perceive competing products along key attribute dimensions

Answer

Perceptual maps plot consumer perceptions of competing products on axes representing key attributes such as price versus quality, revealing positioning opportunities and competitive gaps.

(CMP) Certified Marketing Professional Practice Test

(CMP) Certified Marketing Professional Practice Test

CMP Product Development and Management 3