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Innovation and Marketing Intelligence: Key Concepts and Strategies

Discusses innovation and marketing intelligence.

Christopher Lee
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Innovation and Marketing Intelligence: Key Concepts and Strategies1) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage theinnovation process.A.skunk worksB.new product “team”C.stage-gate systemD.joint-venture systemE.venture team2) A ________ is a set of procedures and sources managers use to obtain everydayinformation about developments in the marketing environment.A.vertical systemB.product management systemC.marketing research systemD.marketing information systemE.marketing intelligence system3) A(n) ________ is any good, service, or idea that is perceived by someone as new.A.creative productB.innovationC.productD.new idea4) A company can take several steps to improve the quality of its marketingintelligence. If the company purchases competitive products for study, attends openhouses and trade shows, and reads competitors’ published reports and stockholderinformation, the company is using ________ to improve the quality of its marketingintelligence.A.customer feedback systemsB.external networksC.sales force surrogatesD.intermediariesE.advisory panels

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