•For each question 13-18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
Creative teams and management
When Colgate launched its then revolutionary Colgate Gum Protection toothpaste in 1990, company executives were confident they had a hit on their hands. The toothpaste incorporated a groundbreaking antibacterial technology they thought was the biggest innovation since fluoride. But in the mouths after the toothpaste's six-country rollout, the product's market share reached a meager 1% -- one fifth of the company's projections.
What went wrong? A new round of market research found that the original launch strategy mural the "breakthrough" message, the ads positioned the new toothpaste as a line extension instead of a revolutionary advance, and the public just didn't buy the product's broad claims. Up to this point, Colgate's president, Bill Shanahan, had attended only quarterly review meetings, now he rolled up his sleeves to rescue the product, establishing a worldwide marketing team and meeting regularly with global business vice president Kathleen Thornhill and CEO Reuben Mark to follow the team's progress.
Shanahan and others at the very top sifted through the research and took pat in the advertising development meetings, working elbow to elbow with the marketing team. Renamed Colgate Total, and promoted with a retooled ad campaign that stressed the toothpaste's 12-hour protection, the product was a hit in most of the 103 countries outside the United States.
Shanahan continued to lavish personal attention on the product, putting Colgate Total under the direct supervision of Jack Haber, then worldwide director of consumer oral care products, and committing $35 million and a team of 200 employees to the project. With that kind of senior-level backing, Haber pulled out the stops, spending $20 million to promote Colgate Total to U.S. dentists alone. Within two months of its domestic launch in 1997, the product captured 10.5% of the U.S. toothpaste market and within six months muscled perennial champ, Procter & Gamble's Crest, out of first place. Colgate Total has remained number one ever since.
What transforms a good product idea like Colgate Total into a blockbuster? We spent ten years studying more than 700 new product development teams and interviewed over 4130 project leaders, team members, senior executives, and CEOs intimately involved in product development and launch. Of the hundreds of teams we studied, just 7% of them -- 49 in all -- created products that scored a perfect ten on our measure of blockbuster success. To achieve that score, products had to reach or exceed company goals, customer expectations, profit and sales targets, garner company and industry awards, and attract national attention.
Products don't become blockbusters without the intense, personal involvement of senior management usually a CEO or division head. In every case studied, top management played an intimate, active, often daily role. This approach has been out of favor for decades, creative teams, the thinking goes, should be empowered by management and then left alone. Too much attention stifles innovation. To that we say "Baloney." Our work shows that, in the best case, management involvement should stat on day one. Ideally, senior managers work closely with the product team to establish must-have features and then help clear a path for the team. Top managers control resources, and they have the authority to allow the team to break rules and cut through red tape. And, crucially, senior managers serve as cheerleaders and visionaries, broadcasting a message of organizational commitment that
A.The results ran contrary to the company's expectation.
B.It achieved a great success.
C.It took a great portion of market share.
D.The new technology was not popular among customers.
第2题
脊髓损伤急性期减少并发症的康复治疗方法正确是
A、颈髓损伤的四肢瘫患者,训练患者胸式呼吸,预防呼吸道感染
B、患者卧床时应保持肢体于休息位,以防止肌肉疲劳
C、卧床患者应定时变换体位,一般4小时翻身1次,以防压疮形成
D、每日对瘫痪肢体进行关节被动运动训练,要求每次运动达到关节活动度终末端
E、电动起立床进行站立训练时从倾斜20°开始,角度渐增,最终让患者处于90°直立位
第5题
脊髓损伤急性期减少并发症的正确康复治疗方法是
A、患者卧床时应保持肢体于休息位,以防止肌肉疲劳
B、颈髓损伤的四肢瘫患者,训练患者胸式呼吸,预防呼吸道感染
C、卧床患者应定时变换体位,一般4小时翻身1次,以防压疮形成
D、每日对瘫痪肢体进行关节被动运动训练,要求每次运动达到关节活动度终末端
E、电动起立床进行站立训练时从倾斜20°开始,角度渐增,最终让患者处于90°直立位
第8题
A.心肺复苏术
B.止血法
C.搬运法
D.除颤
第10题
脊髓损伤的一级预防是指
A、对脊髓外伤或者疾病所采取的预防措施
B、减轻或逆转由脊髓损伤造成的运动和感觉障碍的措施
C、预防发生压疮、挛缩、感染等问题的各种措施
D、预防合并症的措施
E、预防并发症的措施
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