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1、562Chapter 20: Introducing New Market OfferingsGENERAL CONCEPT QUESTIONSMultiple Choice 1. A company can add new products through acquisition or development. The acquisition route can take three forms. The company can buy other companies, it can acquire patents from other companies, or it can buy a
2、_ or _ from another company. a. license/franchiseb. license/receive permissionc. franchise/co-brandd. franchise/acquire rights e. none of the above Answer: a Page: 634 Level of difficulty: Medium2. The development route for new products takes two forms. These two forms are _ or it can _.a. new produ
3、cts in its own labs/contract with outside firms b. new products in its own labs/acquire new products from existing companiesc. contract out for new products/acquire new products from existing companiesd. new products in its own labs/introduce existing products as “new” e. none of the above Answer: a
4、 Page: 634 Level of difficulty: Medium3. New-to-the- world products are _. a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first timec. new products that supplement established product lines (package sizes, flavors, and s
5、o on)d. new products that provide improved performance or greater perceived value and replace existing productse. existing products that are targeted to new markets or market segments Answer: a Page: 634 Level of difficulty: MediumChapter 20: Introducing New Market Offerings5634. New product lines a
6、re _.a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first timec. new products that supplement established product lines (package sizes, flavors, and so on)d. new products that provide improved performance or greater perc
7、eived value and replace existing productse. existing products that are targeted to new markets or market segments Answer: b Page: 634 Level of Difficulty: Medium5. Additions to existing product lines are _. a. new products that create an entirely new market b. new products that allow a company to en
8、ter an established market for the first timec. new products that supplement established product lines (package sizes, flavors, and so on)d. new products that provide improved performance or greater perceived value and replace existing productse. existing products that are targeted to new markets or
9、market segments Answer: c Page: 634 Level of Difficulty: Medium6. Improvements and revisions of existing products are _. a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first timec. new products that supplement establishe
10、d product lines (package sizes, flavors, and so on)d. new products that provide improved performance or greater perceived value and replace existing productse. existing products that are targeted to new markets or market segments Answer: d Page: 634 Level of Difficulty: Medium7. Repositionings are _
11、. a. new products that create an entirely new market b. new products that allow a company to enter an established market for the first timec. new products that supplement established product lines (package sizes, flavors, and so on)d. new products that provide improved performance or greater perceiv
12、ed value and replace existing productse. existing products that are targeted to new markets or market segments Answer: e Page: 634 Level of Difficulty: MediumPart 8: Creating Successful Long-Term Growth5648. Cost reductions are_. a. new products that create an entirely new market b. new products tha
13、t provide similar performance at lower cotsc. new products that supplement established product lines (package sizes, flavors, and so on)d. new products that provide improved performance or greater perceived value and replace existing productse. existing products that are targeted to new markets or m
14、arket segments Answer: b Page: 634 Level of Difficulty: Medium9. Less than _ of all new products are truly innovative and new to the world. a. 15 percent b. 20 percentc. 10 percentd. 25 percente. 40 percent Answer: c Page: 634 Level of difficulty: Easy 10. Most new-product activity is devoted to _ e
15、xisting products. a. improving b. coordinating c. distributing d. pricing e. marketing Answer: a Page: 634 Level of difficulty: Easy11. In an economy of rapid change, continuous innovation is necessary. Most companies _, innovate some innovate occasionally, and a few innovate. continuously. a. rarel
16、y b. often c. as needed d. when competition introduces a new improved product e. none of the aboveAnswer: a Page: 635 Level of difficulty: Medium12. Most established companies focus on _ when it comes to innovation.a. incremental innovation b. continuous innovation c. everyday innovation d. demand innovation e. competitive innovation Answer: a Page: 636 Level of difficulty
