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  3. Why do so many new products fail? Some companies are often so confident of their new product ideas that they fail to do their re

Why do so many new products fail? Some companies are often so confident of their new product ideas that they fail to do their re

admin2022-09-06  7
问题     Why do so many new products fail? Some companies are often so confident of their new product ideas that they fail to do their research, or they ignore what the research tells them. Sometimes the pricing or the distribution channels are wrong. Sometimes the advertising doesn’t communicate. Successful product launches result from an integrated process that relies heavily on market research, which directly affects product introductions.
    Market research is the key. Without the necessary information, you are doing your product launches simply based on your guesswork. Market research does more than confirm your guesswork. It provides critical information and direction. It identifies market needs and wants, product features, pricing, decision makers, distribution channels, motivation to buy. They’re all critical to the decision process.
    Take the example of a company several years ago that introduced a new product to the electronics manufacturing market. The research identified the pricing, the distribution channels, product features, everything but the product decision maker. Despite the fact that the new product was much better than the existing one and had more functions in manufacturing, the decision makers were different. The sales force couldn’t efficiently call on the new decision makers, and the product failed.  
The second paragraph is mainly about
选项 A、the tools for doing market research
B、the limitations of market research
C、the importance of market research
D、the method of conducting market research
答案C
解析 段落大意题。由题干定位到文章第二段。首句Market research is the key是本段的中心句，强调市场调研对产品的关键性作用，随后提及如果没有市场调研，产品的开发就是臆测，市场调研的结果对产品开发是至关重要的，由此可确定C)“市场调研的重要性”为本题的答案。
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本试题收录于： 大学英语三级A级题库大学英语三级分类
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