armstrong08tifWord文档下载推荐.docx

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