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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  27
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 word "guesswork" (in Para. 2) refers to "________".
选项 A、the general plan intended to achieve something
B、the method of reaching a conclusion based on a theory
C、the way of organizing information with a fixed plan
D、the process of guessing without knowing all the facts
答案D
解析 细节推断题。由题干中的"guesswork”定位到文章第二段第二、三句。定位句指出，如果没有必需的信息，产品的研发就是在主观臆测，市场调研不仅仅是证实你的臆测。由此可知，guesswork与market research相对，是没有经过调研的臆测，由此可确定D)“不了解事实的主观臆测的过程”为本题的答案。
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