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13 In the first paragraph, the writer points out that
A there is general agreement on the benefits of pioneering products.
B companies are still uncertain about how to market new products.
C most companies prefer to market new products independently.
D there are now guidelines to help those who wish to pioneer.
14 According to the information in the second paragraph, how do customers approach new products?
A They take some time to develop a liking for them.
B They make comparisons with other new products.
C They need some persuasion to purchase them.
D They consider cost an important feature.
15 The writer refers to Walkman and Polaroid because they were
A better than any of their followers.
B copied many times by their followers.
C quickly accepted by consumers.
D designed for a particular market.
16 When pioneering products are promoted, the writer notes that
A a heavy financial investment is required.
B a wide variety of advertising methods must be used.
C a clear message is likely to be communicated.
D a long campaign is usually necessary.
17 In the keyboard example, the 'costs' the writer is referring to are concerned with
A the price of the products.
B the quality of the products.
C the need for user training.
D the lack of useful information.
18 According to the final paragraph, the high technology market differs from other consumer markets in that
A it is still a relatively new area of consumerism.
B it is not dependent on product characteristics alone.
C there are so many different types of product on the market.
D there is such a great demand for high technology products.
