armstrong08tifWord文档下载推荐.docx
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armstrong08tifWord文档下载推荐.docx
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b.Afirmcanobtainanewproductthroughpatents
c.Afirmcanobtainanewproductbylicensingsomeoneelse'
snewproduct
d.AfirmcanobtainanewproductbyusingtheR&
Ddepartmentofotherfirmsinthesameindustry.
(2)Page:
3.Allofthefollowingareaccuratedescriptionsofreasonswhynewproductsfail,exceptwhichone?
a.Althoughthemarketsizewascorrectlyestimated,theproductideaitselfwasnotgood.
b.Theactualproductwasnotdesignedaswellasitshouldhavebeen.
c.Thenewproductwaspricedtoohigh.
d.Thenewproductwasadvertisedpoorly.
(a)Difficulty:
(3)Page:
4.Allofthefollowingareaccuratedescriptionsofwayscompaniesareanxioustolearnhowtoimprovetheoddsofnew-productsuccess,exceptwhichone?
a.Findoutwhatsuccessfulnewproductshaveincommon.
b.Tolearnlessonsfromnewproductfailures.
c.Companieshavetolearntounderstandtheirownconsumers.
d.Donotoverlyrelyonproductinnovationwhenyoucansucceedbycopyingothers.
(3)Pages:
262-264
5.
New-productdevelopmentstartswith_____.
a.ideascreening
b.ideageneration
c.conceptdevelopmentandtesting
d.marketingstrategydevelopment
(b)Difficulty:
265
6._____isthesystematicsearchfornew-productideas.
a.Ideageneration
b.Ideascreening
c.Conceptdevelopmentandtesting
d.Marketingstrategydevelopment
7.Allofthefollowingaremajorinternalsourcesofnew-productideas,exceptwhichone?
a.Pickingthebrainsofcompanyexecutives,scientists,engineersandsalespeopleisagoodwaytogenerateideas.
b.Intrapreneurialprogramsthatencourageemployeestothinkanddevelopnew-productideasisagoodwaytogenerateideas.
c.Somecompaniesemploycreativeapproaches,includingboth"
methodandmadness"
inhelpingthemtogeneratenewproductideas.
d.Goodideascomefromwatchingandlisteningtocustomers.
266
8.Majorsourcesofnewproductideasinclude_____.
a.internalsources,usingcompanyR&
D
b.creativeapproaches,usingboth"
approaches
c.watchingandlisteningtocustomers
d.alloftheabovearesourcesofnewproductideas
9.Allofthefollowingaremajorexternalsourcesofnew-productideas,exceptwhichone?
a.Companiescanconductsurveysorfocusgroupstolearnaboutconsumerneedsandwants.
b.Competitorsareagoodsourceofnew-productideas.
10.
Allofthefollowingareaccuratedescriptionsofnewproductideas,exceptwhichone?
a.Newproductdevelopmentstartswithideageneration.
b.Somecompaniesusebrainstormingexercisesthatexpandpeople'
smindsandgeneratenewideasaroundtheclient'
sproblem.
c.Atthebeginningoftheprocess,carefullyscrutinizeeachideaandthrowfar-fetchedandimpracticalonesoutthewindow.
d.Customersmustbecarefulnottorelytooheavilyoncustomerinputwhendevelopingnewproducts.
(c)Difficulty:
268-269
11.Somecompanieshaveinstalleda(n)_____thatdirectstheflowofnewideastoacentralpointwheretheycanbecollected,reviewed,andevaluated.
a.new-productdevelopmentteam
b.ideamanagementsystem
c.computersystem
d.satellitesystem
269
12.Inordertoinstallanideamanagementsystem,wherebyallideasaredirectedtoacentralpoint,acompanycandoanyorallofthefollowing:
a.Appointarespectedseniorpersontobethefirm'
sideamanager.
b.Createacross-functionalideamanagementcommitteecomprisingofpeopleformR&
D,finance,engineeringandoperationstomeetandevaluatenewproductideas.
c.Rewardemployeesthroughformalrecognitionprograms.
d.Alloftheabovearelegitimatewaystosystematicallycollectideas.
13.Thepurposeof_____istogeneratealargenumberofideas.
270
14.Thefirstideareducingstageis_____,whichhelpsspotgoodideasanddroppooronesassoonaspossible.
a.ideageneration
b.ideascreening
15.
A_____isadetailedversionoftheideastatedinmeaningfulconsumerterms.
a.productidea
b.productconcept
c.productimage
d.testmarket
16.A_____isthewayconsumersperceiveanactualorpotentialproduct.
17.Anattractiveideamustbedevelopedintoa_____.
18.Allofthefollowingareaccuratedescriptionsofactivitiesperformedintheideascreeningstageofnewproductdevelopment,exceptwhichone?
a.Ideascreeninghelpsspotgoodideasanddroppooronesassoonaspossible.
b.Companieswanttogoaheadonlywiththeproductideasthatwillturnintoprofitableproducts.
c.Manycompaniesrequiretheirexecutivestowriteupnewproductideasonastandardformthatcanbereviewedbyanew-productcommittee.
d.Settingupatoll-freenumberorWebsiteforanyonewhowantstosendanewideatotheideamanager.
19._____callsfortestingnew-productconceptswithgroupsoftargetconsumers.
a.Conceptdevelopment
b.Concepttesting
c.Ideageneration
d.Ideascreening
271
20.
_____entailstestingnew-productconceptswithatargetgroupofconsumerstofindoutiftheconceptshavestrongconsumerappeal.
21.Productconceptsarepresentedtoconsumersduringconcepttestinginanyofthefollowingways,exceptwhichone?
a.Awordorpicturedescriptionispresentedtoconsumers.
b.Aconcreteandphysicalpresentationoftheconceptwillincreasethereliabilityoftheconcepttest.
c.Somecompaniesareusingvirtualrealitytotestproductconcepts.
d.CompaniesarereluctanttousetheWebtotestproductconcepts.
271-272
22.Designinganinitialmarketingstrategyforanewproductbasedonthe_____iscalledmarketingstrategydevelopment.
a.newproductidea
c.testmarketresults
d.productprototype
272
23.Themarketingstrategystatementinnewproductdevelopmentconsistsofthreeparts:
_____,_____,and_____.
a.ideageneration;
ideascreening;
conceptdevelopment
b.ideageneration;
conceptdevelopment;
concepttesting
c.ideageneration;
ideamanagement
d.targetmarketdescription;
plannedproductpositioning;
sales,marketshare,andprofitgoalsforthefirstfewyears.
24._____involvesareviewofthesales,costs,andprofitprojectionsforanewproducttofindoutwhethertheysatisfythecompany'
sobjectives.
c.Businessanalysis
d.Conceptdevelopmentandtesting
273
25.
Ifaproductconceptpassesthe_____,itmovesinto_____.
a.businessanalysistest;
productdevelopment
b.conceptdevelopmentstage;
c.concepttestingstage;
d.ideagenerationstage;
26.Oncemanagementhasdecidedonaproductconceptandmarketingstrategy,itcannextevaluatethe_____oftheproposal.
a.productideaportion
b.productdevelopmentpart
c.businessattractiveness
d.commercialviability
27.Intheproductconceptstageofnew-productdevelopment,theproductismerelya_____.
a.worddescription
b.crudemock-up
c.drawing
d.alloftheabove
28.Inthe_____ofnew-productdevelopment,oftenproductsundergorigorousteststomakesurethattheyperformsafelyandeffectivelyorthatconsumerswillfindvalueinthem.
a.businessanalysisstage
c.conceptdevelopmentandtestingstage
d.productdevelopmentphase
29._____isthestageofnew-productdevelopmentinwhichtheproductandmarketingprogramaretestedinmorerealisticmarketsettings.
a.Businessanalysis
b.Ideageneration
c.Testmarketing
274
30.
Allofthefollowingareaccuratedescriptionsoftestmarketing,exceptwhichone?
a.Testmarketingisthestageatwhichtheproductandmarketingprogramareintroducedintorealisticmarketsettings.
b.Testmarketingbyconsumer-packagedgoodsfirmshasbeenincreas
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