QUESTION 11

When evaluating risks associated with a new product idea in the idea screening phase, a firm should _____ because of a lack of resources or expertise.

		completely reject the new product idea
		not act too hastily in discounting the new product idea
		ignore the risks and commercialize the new product idea
		not reconsider other alternatives

QUESTION 12

Soliciting orders and assuming business risks in the ownership of inventory that can become obsolete or deteriorate pertain to the _____ of a marketing intermediary.

		logistical function
		facilitating function
		transactional function
		grading function

QUESTION 17

During which stage of the research process does a market researcher decide whether primary or secondary data are needed for the research process?

		Processing of research data
		Plan of the research
		Preparation of research report
		Performance of the research