单选题Why Seeing is Succeeding Lee Chung of the Seattle Business Institute explains There are some executives who get it right. They launch winning products, and have a feeling for what customers like and dislike. They do not depend on research or secondary information, and yet they know the market extremely well. Take Steve Banks, developer of the best-selling personal finance software, Finax. He had noticed how difficult it was to use existing software products, and realised there was a gap in the market. Although 46 competing pack- ages were available when Finax was launched, it quickly succeeded in attracting the majority of customers. Then consider the UK oil group which learnt that a new chain of hypermarket petrol stations was overtaking its own outlets. The competitor's success was due to a higher standard of service and facilities. The oil group's managers could have discovered this by going to observe these stations. for ten minutes. Instead the oil group contacted an agency to carry out more market research. One of the Institute's most striking findings is that the best business strategists see things for themselves. They do not just analyse, but get out into the field with their customers, and gain first-hand experience of their products.
单选题
Successful executives base their strategies on reliable data about their clients' requirements.
【正确答案】
B
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单选题
Steve Banks made personal contact with product users to discover what they wanted from his software.
【正确答案】
C
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单选题
Finax became popular because it was easier to work with than competing products.
【正确答案】
A
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单选题
A rival to the UK oil group was performing better because of its pricing policy.
【正确答案】
B
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单选题
The UK oil group sent its executives to visit a competitor's petrol stations.
【正确答案】
B
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单选题
The UK oil group changed certain policies in order to recover its market share.
【正确答案】
C
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单选题
The Seattle Business Institute believes that good business people try out their company's products.