营销专业大学英语期末考试选择题.doc

1.?Compared to current products, new product sales typically:?a.?grow very slowly.b.?remain the same.c.?grow far more rapidly.d.?come down. ? 3.?A major obstacle to effectively predicting new product demand is:?a.?competition.b.?market segmentation.c.?limited vision.d.?market research. 4.?Which of the following costs refer not only to alternative uses of funds spent on product failures but also to the time spent in unprofitable product development??a.?Sunk costsb.?Direct costsc.?Research and development costsd.?Opportunity costs ? 6.? The primary reason for new product failure is the inability of the selling company to match its offering to the:?a.?needs of the customers.b.?products offered by competitors.c.?prevailing price for the product.d.?market leaders selling price. 10.?Products that are inventions are called:?a.?new-to-the-world products.b.?new category entries.c.?addition to product lines.d.?product improvements. ? 11.?Products that take a firm into a product type new to it, but that are not new to the world are known as:?a.?new-to-the-world products.b.?new category entries.c.?additions to product lines.d.?product improvements. 15.?A current product of a company has been enhanced to better serve consumer needs. The new product would fall into which of the following categories??a.?New-to-the-world productsb.?New category entriesc.?Additions to product linesd.?Product improvements Answer: d Learning Objective: 07-1 Level of Difficulty: medium Bloom’s: Comprehension AACSB: Reflective thinking Topic: New Product Strategy Page: 99 Explanation: Product improvements are current products made better. Virtually every product on the market has been improved, often many times. 32. Which of the following strategies refers to creating new products to replace existing ones??a.?Market penetrationb.?Product developmentc.?Market developmentd.?Market diversification Answer: b Learning Objective: 07-1 Level of Difficulty: Easy Bloom’s: K