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1、Chapter 20: Introducing New Market OfferingsChapter 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 patent
2、s from other companies, or it can buy a _ or _ from another company. a. license/franchiseb.license/receive permissionc.franchise/co-brandd. franchise/acquire rights e.none of the above Answer: aPage: 634Level of difficulty: Medium2.The development route for new products takes two forms. These two fo
3、rms are _ or it can _.a.new products 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”
4、e.none of the above Answer: aPage: 634Level 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 (packag
5、e 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: aPage: 634Level of difficulty: Medium4.New product lines are _.a.new products that crea
6、te 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 perceived value and replace existing
7、productse.existing products that are targeted to new markets or market segments Answer: b Page: 634Level 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 enter an established market for the fir
8、st 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 market segments Answer: c Page: 634Level
9、 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 established product lines (package sizes, flavors, and
10、 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: 634Level of Difficulty: Medium7. Repositionings are _. a.new products that create an entirely new ma
11、rket 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 perceived value and replace existing productse.existing pr
12、oducts that are targeted to new markets or market segments Answer: e Page: 634Level of Difficulty: Medium8. Cost reductions are_. a.new products that create an entirely new market b.new products that provide similar performance at lower cotsc.new products that supplement established product lines (p
13、ackage 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: b Page: 634Level of Difficulty: Medium9. Less than _ of all new products are truly
14、 innovative and new to the world. a.15 percent b.20 percentc. 10 percentd.25 percente.40 percent Answer: cPage: 634 Level of difficulty: Easy 10. Most new-product activity is devoted to _ existing products. a. improving b.coordinating c.distributing d.pricing e.marketing Answer: aPage: 634Level of d
15、ifficulty: Easy11. In an economy of rapid change, continuous innovation is necessary. Most companies _, innovate some innovate occasionally, and a few innovate. continuously. a.rarely b. often c.as needed d.when competition introduces a new improved product e.none of the aboveAnswer: aPage: 635Level of difficulty: Medium 12. Most established companies focus on _ when it comes to innovatio
