Question 33

When a new product innovation is relatively difficult to understand or use, the characteristic of __________ slows the adoption rate of the new product.

		relative advantage
		divisibility
		communicability
		complexity
		compatibility

Question 34

Zocor, a statin (simvastatin) prescribed to combat high cholesterol and to reduce the risk of coronary heart disease, is marketed internationally by Merck & Co. With sales of approx. $ 5bn in 2003, it was the companys most important sales driver and the second largest product worldwide, preceded only by its competitor Lipitor offered by Pfizer. In Germany, Zocor was launched in 1989, but its patent expired in May 2003.

The German subsidiary of Merck (called MSD Sharp & Dohme) decided to introduce a new brand, Zocor MSD, in January 2003, four months prior to patent expiration. MSD decided to name this new product, Zocor MSD in order to stress its well-proven quality and harness the reputation of Zocor and MSD. Zocor MSD is cheaper than Zocor, but would be more expensive than the generics. Zocor MSD could be best described as a ___________

		Cash cow
		Low-end Entry brand
		Flanker/fighter brand
		High-end prestige brand
		dog