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Question
NARRBEGIN: Rapala VMC Corp.Rapala VMC Corporation
Finland-based Rapala VMC Corporation is the world's largest fishing lure manufacturer. It developed its first fishing lure--a cigar-shaped minnow--in 1962. The annual market for fishing lures in terms of retail sales is approximately $600 million. Rapala VMC garnered one-third of that amount in 2008. New lures must be introduced each year in order to stay competitive in this industry. Like other lure manufacturers, Rapala focuses on two questions in developing and making new lures: Does it work, and does it look good? Developing a new lure takes two or three years and involves extensive field testing by tournament professionals and fishing guides. At the annual fishing industry trade show in 2008, Rapala unveiled the "dream lure for the 21st century."
NARREND
Refer to Rapala. The testing of new lures by tournament professionals and fishing guides would take place in which stage of new-product development?
a. commercialization
b. idea generation
c. idea screening
d. concept testing
e. product development
Answer
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