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Which of these is given as a reason product concepts are rejected at the screening step?
AThe concept has already been patented by a rival firm
BThe concept was suggested by a customer and not staff
CThe needed technology is not available to the company
DThe concept would need a new brand name to be created
Answer & Solution
Correct answer: C. The needed technology is not available to the company
1. As ideas emerge they are checked against new-product goals and long-range strategies.
2. Concepts are rejected when they do not fit well with existing products.
3. They are also rejected when the needed technology is not available.
4. Lack of company resources and low sales potential are the other two reasons given.
5. Customers are named as a source of ideas, so their involvement is not a ground for rejection.
6. Needing a new brand name simply makes the item a new product rather than a line extension.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.7 Creating Products That Deliver Value_
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