Mcq Innovation.docx

Innovation is defined as: a) the commercialization of a new product or process. b) the invention of a new product or process. c) a new product or process idea. d) the implementation of a new production method. Question 2 Process innovation refers to: a) the development of a new service. b) the development of a new product. c) the implementation of a new or improved production method. d) the development of new products or services. Question 3 Innovation can help to provide a temporary competitive advantage when: a) barriers to entry are high. b) barriers to imitation are low and intellectual property rights are difficult to enforce. c) there are few other competitors. d) barriers to entry are low. Question 4 Following establishment of a dominant design in the product life cycle, what would you expect to happen? a) Emphasis on product innovation rather than process innovation.

b) Emphasis on process innovation rather than product innovation. c) Competition to increase as new firms enter the industry. d) Competition to decrease as more firms exit than enter the industry. Question 5 Established firms relative to new firms are better at: a) all types of innovation. b) innovation which is competence-enhancing. c) innovation which is competence-destroying. d) Innovation which is disruptive. Question 6 In which markets are network effects likely? a) Markets subject to increasing returns b) 'Tippy' markets c) Hi-tech product markets d) All of the above Question 7 Which of the following are valuable in a standards war? a) Competitive advantage b) Late mover advantage c) Early mover advantage d) Technological advantage Question 8

The fundamental challenge of knowledge transfer in multinational firms is: a) transferring explicit knowledge across borders. b) transferring tacit knowledge across borders. c) creating tacit knowledge in overseas subsidiaries. d) transferring tacit and explicit knowledge across borders. Question 9 What potential advantages can be gained from involving overseas subsidiaries in R&D activities? a) Local subsidiaries offer financial advantages such as lower land and labour costs. b) Local subsidiaries offer access to local companies. c) Local subsidiaries offer access to technical knowledge and skills. d) Local subsidiaries offer financial advantages as well as access to local markets, technical knowledge and skills. Question 10 Outsourcing of innovation globally is more likely where: a) Innovations are autonomous b) Innovations are systemic c) Innovations are systemic or autonomous d) Innovations are made by service sector firms

Innovation is defined as: Your answer: b) the invention of a new product or process. Correct answer: a) the commercialization of a new product or process. Feedback: Innovation is defined as the commercialization of a new product or process. Page reference: 349 Question 2 Process innovation refers to: Your answer: b) the development of a new product. Correct answer: c) the implementation of a new or improved production method. Feedback: Process innovation refers to the implementation of a new or improved production method. Page reference: 349 Question 3 Innovation can help to provide a temporary competitive advantage when: Your answer: b) barriers to imitation are low and intellectual property rights are difficult to enforce. Feedback: Innovation can help to provide a temporary competitive advantage when barriers to imitation are low and intellectual property rights are difficult to enforce. Page reference: 356

Question 4 Following establishment of a dominant design in the product life cycle, what would you expect to happen? Your answer: b) Emphasis on process innovation rather than product innovation. Feedback: Following establishment of a dominant design in the product life cycle there is expected to be emphasis on process innovation rather than product. Page reference: 350 Question 5 Established firms relative to new firms are better at: You did not answer the question. Correct answer: b) innovation which is competence-enhancing. Feedback: Established firms relative to new firms are better at innovation which is competenceenhancing. Page reference: 357 Question 6 In which markets are network effects likely? Your answer: c) Hi-tech product markets Correct answer: d) All of the above Feedback: Network effects are likely in 'tippy' markets, hi-tech product markets, and markets subject to increasing returns. Page reference: 358-359 Question 7 Which of the following are valuable in a standards war?

Your answer: b) Late mover advantage Correct answer: c) Early mover advantage Feedback: Early mover is an advantage in a standards war. Page reference: 360 Question 8 The fundamental challenge of knowledge transfer in multinational firms is: You did not answer the question. Correct answer: b) transferring tacit knowledge across borders. Feedback: The fundamental challenge of knowledge transfer in multinational firms is transferring tacit knowledge across borders. Page reference: 365 Question 9 What potential advantages can be gained from involving overseas subsidiaries in R&D activities? Your answer: c) Local subsidiaries offer access to technical knowledge and skills. Correct answer: d) Local subsidiaries offer financial advantages as well as access to local markets, technical knowledge and skills. Feedback: Advantages of involving overseas subsidiaries in R&D activities, include: local subsidiaries offer financial advantages as well as access to local markets, and technical knowledge and skills. Page reference: 368 Question 10

Outsourcing of innovation globally is more likely where: Your answer: c) Innovations are systemic or autonomous Correct answer: a) Innovations are autonomous Feedback:

Which one of the following is an advantage of the small firm in the innovation process?

A. Ability of the entrepreneur to carry out multiple tasks B. Ability to raise finance C. Ability to carry out R&D D. Ability of the entrepreneur to act on new ideas or product development

The goals should be ____________ for the success of business plan. A. Generalized B. Specific C. Limitless D. Imaginary

LMM stands for: A. Local Marble Market B. Locally Manufactured Marble C. Locally Manufactured Machinery D. Local Meat Market

Creativity can be influenced by the relationship between an agency and: Clients Consumers

Controllers Channels

Creativity is only relevant to TV advertising. Your Answer: True Correct Fals Answer: e

2.

Shimp (2010) proposes creative advertising consists of three elements – complete: 1. C--------------2. A--------------3. N---------------

Your Answer: Connectedness, Novelty and Appropriateness Correct Answer: Connectedness, Appropriateness and Novelty

3.

One of the main aims of creativity in advertising is to gain: Your Answer: Interest Correct Answer: Attention

4.

Complete the following statement: _________ is a critical component of __________ advertising effectiveness as it _______ how consumers in different countries and regions perceive advertising. Your Answer: International/influences/Cult ure Correct Culture/International/influen

Answer: ces

5.

El-Murad and West (2004) present a paper in the Journal of Advertising Research which examines which of the following: Your Answer: Copywriting and art direction Correct Answer: Defining advertising creativity

6.

The creative partnership in a typical advertising agency consists of which two roles? Your Answer: touy

Art Director and Copywriter

7.

Who would normally be responsible for developing the creative brief in an advertising agency? Your Answer: Account planner

8.

Creativity can be influenced by the relationship between an agency and: Your Answer: Controllers Correct Answer: Clients

9.

Sir John Hegarty is the Global Artistic Director for which agency: Your Answer: BBH

10.

Advertisers in many Asian nations use emotional rather than cognitive or rational appeals

Your Answer: False Correct Answer: True

11.

Name three types of products where appeals based on sex might be effective? Your Answer: ford

Perfume, fashion, jewellery

12.

Music has the potential to gain _________ and assist product ________ in advertisements. Complete blanks. Your Answer: differentiation/ Attention Correct Answer: Attention/ differentiation

13.

Divergence dimensions of advertising creativity include which of the following: Your Answer: Artistic value Correct Answers: Artistic value Originality Flexibility Synthesis

14.

Stuhlfaut (2011) offers a concept which he refers to as the Creative ______. Your Answer: Content Correct Answer: Code

15.

Successful creativity leads from identifying a client’s: Your Answer: History Correct Answer: Needs

16.

Burtenshaw et al (2006: 90) suggest that a good creative brief ‘should be written in a way that ________ creativity and promotes __________ ideas’. Complete missing words. Your Answer: Stimulates/original

17.

The principle of building a border around an idea or story and then presenting a contained and managed view of an issue is known as: Your Answer: Bordering Correct Answer: Framing

18.

UGC stands for what? Your Answer: gh

User Generated Content

19.

UGC can be derived through which of the following processes: Your Answer: Friend sources Correct Answers: Open sources Crowd sources Friend sources

20.

Shimp (2010) identifies that although advertisers aim for their ads to be creative, they also need them to _________ in the memory of the receiver. Complete blank: Your Answer: Hold Correct Answer: Stick

21.

Can advertising messages be positive or

negative? Your Answer: False Correct Answer: True

22.

Which brand is well known for ‘edgy’ advertising? Your Answer: Benetton

23.

Name four types of Information based appeals. Your Answer: gf

Factual/ Slice of Life/Demonstration/Comparison

24.

Name four types of Emotional based appeals. Your Answer: gh

Fear/Humour/Animation/Sex/Music/Fant asy and Surrealism

25.

The Cannes Lions Creative Effectiveness Awards are based on cinema advertising – true or false? Your Answer: False