1. Can only one company have a true competitive advantage in a category?

a Yes. As long as the competitive advantage can be sustained.

B No. There is no such thing as a long-term competitive advantage

C No. There are customers in the market who want different things

D Yes true competitive advantage can influence all potential customers

2. Companies can differentiate based on which type of differences?

A Real

b Both real and perceived

C Competitive

D Perceived.

3. Where would you expect to see product innovation ideas in the process development process?

A Planning

B Commercialization

C Conceptualization

D Product concepts