题目内容

The stage of the new product development process where the number of new product ideas is reduced is called:

A. Idea screening
Business analysis
Concept testing
D. Test marketing

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In the ________ phase of the new product development process prototypes appear for the first time.

A. Idea generation
B. Concept development
C. Test marketing
D. Product development

The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:

A. Brand presence
Brand positioning
C. Brand equity
D. Brand liability

The most important source of new-product ideas are:

A. Employees
Board members
Customers
D. Stock holders

A detailed version of an idea stated in meaningful consumer terms is defined as:

A. Product idea
B. Product concept
C. Product image
D. None of the above