The pharmaceutical industry often justifies the high

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69. The pharmaceutical industry often justifies the high prices for new drugs by arguing that they research as many as one hundred new compounds before they come up with one __________, an extremely successful product that pays for the costs associated with the other attempts to develop new products. A. mae stro
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B. blockbuster C. first mover D. pioneer E. premium product 70. R&D consortia often include: 71. Biotechnology companies often conduct internal R&D efforts but do not bring new products to market. Instead, new biotechnology products come to market through: 72. A __________ is a medical study that tests the safety and effectiveness of a drug or treatment in people. 73. Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to come up with names for a new beach resort. You are engaged in __________, a form of idea generation.
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A. R& D B. licensing technology C. consumer research D. geodemographic analysis E. brainstormin g 74. One of the key characteristics of brainstorming sessions is that: 75. At the end of a brainstorming session, participants are often asked to: 76. __________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents. 77. Companies that develop customized-business software often work closely with their customers when installing their products. This close contact often creates new product ideas through:
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A. reverse engineerin g. B. licensing technology. C. listening to customers. D. R&D consortia. E. clinical trials.
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