Which of the following statements is true of a brand-manager system?
A. Brand managers have difficulties in their line of work because they do not have
authority commensurate with their responsibilities.
B. A brand-manager system is superior to a market-manager system on many levels.
C. Brand managers are responsible for overseeing all brands within a particular line.
D. A brand-manager system is popular in organizations with a line or lines of similar
products or one dominant product line.
A problem during the idea generation stage of the new product development process
within an organization is:
A. the heavy costs involved in terms of investment in funds, time, and personnel.
B. the interference of the top management of the organization that is totally unnecessary
at this stage.
C. to avoid ideas coming from unusual sources that have a high level of escalation of
D. to ensure that all new product ideas available to the company at least have a chance
to be heard and evaluated.