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  3. Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7

Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7

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问题    Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7 The answer is not simple, and certainly we cannot say that "good" products succeed while "bad" products fail. Many products that function well and seem to meet consumer needs have fallen by the wayside. Sometimes, virtually identical products exist in the market at the same time with one emerging as profitable while the other fails. Mc. Neal Laboratories’ Tylenol has become successful as an aspirin substitute, yet Bristol Meyers entered the test market at about the same time with Neotrend, also a substitute for aspirin which quickly failed.
   The nature of the product is a factor in its success or failure, but the important point is that they should aim at meeting the customer’s need, and the introductory promotion should seek to communicate that need satisfying quality and motivate the customer to try the product. Often, attitude change is involved, and, in the extreme, changes in life style may be sought.
   Here the company walks a tightrope. A new product is more likely to be successful if it represents a truly novel way of solving a customer problem, but this very newness, if carried too far, may ask the customer to learn new behavior patterns. The customer will make the change if the perceived benefit is sufficient, but inertia is strong and consumers will often not go to the effort that is required. During the late sixties and early seventies Bristol Meyers met with new product failures that exemplify both of these problems. In 1967 and 1968 the company entered the market with a $ 5 million advertising campaign for fact toothpaste, and an $11 million campaign to promote resolve. Both products failed quickly, not be cause they didn’t work or because there was no consumer need, but apparently because consumers just could see no reason to shift from an already satisfactory product to a different one that promised no new benefit.
The first sentence of the first paragraph is a question, to which the answer is______
选项 A、that the good products succeed while the bad fail
B、that the "good" are not really good but the "bad" are actually bad
C、that new products will succeed if they function well and fail if they don’t
D、not given in the paragraph
答案D
解析 细节排除题。在本段中没有回答。[A]好产品成功，差产品失败。文中已否定。[B]“好”产品未必真的好，而“坏”产品确实坏，文中找不出。[C]新产品如果功能好就会成功，否则就会失败。也被否定。
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