Marketing Strategy - Chapter 12

Câu 1: NIKE+ - Nike worked with Apple to develop a sensor that can transmit data from the heel of its running shoes to the wearer's iPod or iPhone, launched in 2006. This is an example of_______.

• innovation networks

• value innovation

• radical innovation

• creative networks

• crowd-sourcing

Câu 2: Governments and the anti-smoking lobby have mandated the placement of lurid pictures on cigarette packets and now dingy, generic pack designs as a ploy to discourage smokers. By the time there are generic ugly cigarette packs, there will be a resurgence in the use of cigarette cases and boxes. This is an evidence of _______customers.

• perverse

• inventive

• creative

• maverick

• pragmatic

Câu 3: "Someone is going to compete with you and attack the sales of your products and services, so you might as well do it yourself and retain the customer" Although it is counter-intuitive for many managers and organizations, willingness to _______ is one of the most powerful drivers of radical product innovation.

• change

• protect

• innovate

• cannibalize

• re-engineer

Câu 4: A powerful argument developed by Clayton Christensen and his colleagues is that understanding_______and emergent events is key to predicting the direction and extent of change in an industry

• new products

• innovation patterns

• new ideas

• creative ideas

• break-through technology

Câu 5: Which following factor DOES NOT cause a failure of new product?

• Environmental or market ignorance

• Competitive one-upmanship

• The me-too meeting a competitive brick wall

• The better mousetrap no one wants

• Communicability

Câu 6: _______analysis considers the attractiveness of the market for the proposed new product idea and the company's capabilities and whether it has the business skills required to cater to the needs of the market in a way that gives it a distinct edge over the competition.

• Customer

• Competence

• Market

• Business

• Corporate resources

Câu 7: It is inevitable that radical market and customer change provides disruptive pressures for the established players in the market. To survive and gain competitive advantages, firms need to_______ or _______heir business

• renew; reverse

• renew; reinvent

• sell; merge

• reinvent; sell

• merge; reinvent

Câu 8: In order to exploit technology in a new/novel way, a firm can choose new product types such as_______ or _______.

• Cost reduction; New product line

• Cost reduction; Repositioning

• New to the world; Repositioning

• Modifications to existing product line; New product line

• New to the world; New product line

Câu 9: Apple's achievements are less about its new technology and more about deploying existing technology in ways that meet consumer needs and attracting buyers through beautifully designed devices which are user friendly. This is a typical example of _______innovation

• value

• radical

• incremental

• Unique

• progressive

Câu 10: When you identify the world's most innovative companies, the top five usually include Apple, Google, Microsoft, IBM and Toyota. These companies are managing _________ change, not just in products but in their business models.

• frequent

• quirky

• turbulent

• deep-seated

• abnormal