Why good ideas fail

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题目与答案

1. 1 The TF Nextstage stores planned to sell products to make life easier for older people.
   • TRUE
   • FALSE
   • NOT GIVEN

   答案：TRUE

   原文定位：His aim was to recapture the now ageing customers that had given him his early success and target consumers aged 60+ with devices and gadgets specifically designed to assist them with the problems associated with ageing: mobile phones with screens that were easy to read; kitchen gadgets with comfortable grips; electronic devices that were easy to set and adjust

   同义替换：「older people」↔「ageing customers」，「make life easier for」↔「assist them with the problems associated with」，「products」↔「devices and gadgets」，「planned to」↔「target」

2. Market research

   ·Does not need to be complex

   ·Good information can come from interviews or studying the 10_____ of consumers in the home.

   答案：behavior

   原文定位：Even simple techniques such as one-on-one interviews, or ethnographical observation that involves going into people's houses to examine their behaviour, can provide valuable data

   同义替换：「studying」↔「examine」，「in the home」↔「going into people's houses」，「good information」↔「valuable data」

3. Alex Lee

   Problem:

   ·Customers are attracted to the ideal not the reality, e.g. ads for surf gear

   How my company dealt with a similar problem:

   ·We organised 11_____ to find out what images customers associate with our products.

   答案：focus groups

   原文定位：We conducted what are known as focus groups, where participants were asked to look at photos of people and pick those they are perceived to be users and nonusers of our products

   同义替换：「organised」↔「conducted」，「customers」↔「participants」，「find out」↔「pick」，「customers associate with」↔「perceived to be users and nonusers」

4. ·we do not call our products helping tools in our marketing campaigns

   Market research:

   ·Can be basic, e.g. by doing 12_____

   答案：surveys

   原文定位：For instance, we have conducted simple surveys in the lobby of our building offering free products in exchange for people's opinions

   同义替换：「basic」↔「simple」，「doing」↔「conducted」

5. ·Company executives should follow their 13_____ .

   答案：instincts

   原文定位：Sometimes the most important signals come from an executive's own instincts

   同义替换：「follow」↔「come from」

6. 2 TF’s market research indicated that people liked the products.
   • TRUE
   • FALSE
   • NOT GIVEN

   答案：TRUE

   原文定位：TF’s market research proved to be very positive, showing strong consumer support for the products

   同义替换：「indicated」↔「showing」，「people liked the products」↔「strong consumer support for the products」

7. 3 It cost more than expected to remodel the TF stores.
   • TRUE
   • FALSE
   • NOT GIVEN

   答案：NOT GIVEN

   原文定位：In 2007, the stores were remodelled at a cost of US $40 million and the new brand was launched

8. 4 The TF Nextstage coffee shops sold their own brand of food and drink.
   • TRUE
   • FALSE
   • NOT GIVEN

   答案：NOT GIVEN

   原文定位：Each store was made more comfortable and featured a coffee shop to help increase traffic

9. 5 TF Nextstage customers liked the atmosphere in the new stores.
   • TRUE
   • FALSE
   • NOT GIVEN

   答案：FALSE

   原文定位：Customers complained that the new stores felt like a senior center and reminded them that they were growing old

   同义替换：「liked」↔「complained」

10. Feedback from experts Donna Sturgess

    Problems with customer research:

    ·TF team limited their research to attitudes that occur at a 6_____ level in customers' minds

    ·TF didn't consider customers' emotions

    答案：surface

    原文定位：Tlbal and his executives looked only at surface attitudes

    同义替换：「limited their research to」↔「looked only at」，「level 」↔「attitudes」

11. How my company dealt with a similar problem:

    ·Product: Alli

    ·Use: help people achieve 7_____

    答案：weight loss

    原文定位：A great example Is Alli;pronounced 'ally';a drug to aid weight loss

    同义替换：「help」↔「aid」

12. ·Giving the product a 8_____ that seems helpful and supportive.

    答案：name

    原文定位：First we came up with a name that sounds like a helpful partner

    同义替换：「Giving」↔「came up with」，「seems」↔「sounds like」，「supportive」↔「helpful partner」

13. ·Giving the product a reusable 9_____ .

    答案：container

    原文定位：We also aimed to make the container both beautiful and functional — something that didn’t just hold pills but could later be used to store diet guides and recipes

    同义替换：「reusable」↔「could later be used to」