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.

"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.

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

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

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.

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

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

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

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.

Câu 11: By allowing software manufacturers to create applications or 'apps' custom-built for the iPhone - the goal was to allow the iPhone to develop into the 'third great platform' for software makers, after the personal computer and the Internet. This is a________, not just another mobile phone.

Câu 12: The move by Apple from computers to the music and movie business; or by Google from Internet search to advertising, to data organization, to online software, to mobile phones prove these companies are the_______companies

Câu 13: The_______describes how a company makes money - how it generates revenue and profit by delivering value to customers - including the infrastructure and processes needed to achieve this goal.

Câu 14: _______could be regarded as a form of 'dress rehearsal' that enables management to gather information to forecast new product sales and test effectiveness of the marketing plan (i.e. pricing, advertising and promotion, distribution).

Câu 15: _______are products that are beautiful but unsaleable. Unfortunately, the costs of producing are too high, due to over specification, that customers cannot afford to buy.

Câu 16:_______ is a marketing strategy in which current products targeted at new customer segments or new markets. For example, Lucozade, a soft drink, traditionally aimed at the 'convalescent', then targeted the youth and sports user segment as an energy drink.

Câu 17: The R&D department will develop physical versions of the product concept: a _______that will satisfy and excite consumers and which can be produced quickly and at budgeted costs.

Câu 18: _______blocks interfere with the freedom with which we explore and play with ideas, and prevent us from communicating them effectively to others (e.g. fear of failing or looking like a fool; intolerance of ambiguity; preference for judging ideas rather than generating them; inability to incubate and 'sleep on it').

Câu 19: The distinguishing characteristic of the disruptive technology is that it does the job _______ than the existing technology - but it is cheaper. However, as disruptive technologies improve over time, and get to do the job adequately, then their lower prices drive the existing technology out of the market.

Câu 20: Successful products offer advantages that matter to customers. Which factor listed following DOES NOT offer such advantages?