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 Strategies
1) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the
innovation process.
A. skunk works
B. new product “team”
C. stage-gate system
D. joint- venture system
E. venture team
2) A ________ is a set of procedures and sources managers use to obtain everyday
information about developments in the marketing environment.
A. vertical system
B. product management system
C. marketing research system
D. marketing information system
E. marketing intelligence system
3) A(n) ________ is any good, service, or idea that is perceived by someone as new.
A. creative product
B. innovation
C. product
D. new idea
4) A company can take several steps to improve the quality of its marketing
intelligence. If the company purchases competitive products for study, attends open
houses and trade shows, and reads competitors’ published reports and stockholder
information, the company is using ________ to improve the quality of its marketing
intelligence.
A. customer feedback systems
B. external networks
C. sales force surrogates
D. intermediaries
E. advisory panels
1) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the
innovation process.
A. skunk works
B. new product “team”
C. stage-gate system
D. joint- venture system
E. venture team
2) A ________ is a set of procedures and sources managers use to obtain everyday
information about developments in the marketing environment.
A. vertical system
B. product management system
C. marketing research system
D. marketing information system
E. marketing intelligence system
3) A(n) ________ is any good, service, or idea that is perceived by someone as new.
A. creative product
B. innovation
C. product
D. new idea
4) A company can take several steps to improve the quality of its marketing
intelligence. If the company purchases competitive products for study, attends open
houses and trade shows, and reads competitors’ published reports and stockholder
information, the company is using ________ to improve the quality of its marketing
intelligence.
A. customer feedback systems
B. external networks
C. sales force surrogates
D. intermediaries
E. advisory panels
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Subject
Marketing