C.Journey maps show most coffee is consumed in these spaces.

D.Beauty and fashion are important parts of the coffee experience.

正确答案：Goal was to design solution that appealed to women consumers.

3、Coursera online learning and Netflix online media streaming both offer consumers ；.

A.multimodal engagement

B.deep personalization

C.earned media

D.WOW experience

正确答案：deep personalization

4、When people participate in consumption as cultural custom， for example， buying birthday or wedding presents， this is an expression of their need for； .

A.safety

B.accomplishment

C.novelty

D.belonging

正确答案：belonging

5、Today， using empathy to drive innovation gives organizations a competitive advantage， because ；.

A.it is easy to fool consumers with kindness

B.few businesses are hiring specifically for emotional intelligence skills

C.there is no research to prove that empathy makes good business sense

D.feeling sorry for customers is always a good idea

正确答案：few businesses are hiring specifically for emotional intelligence skills

6、When developing a new offering， “user perspective taking” involves ；.

A.taking users out for lunch or dinner to ask them how they are feeling

B.stacking and bundling solutions to cover all possible problem bases

C.identifying which celebrities are most popular for the target audience

D.understanding consumer expectations including their unmet needs

正确答案：understanding consumer expectations including their unmet needs

7、The jobs-to-be-done innovation framework encourages us to understand exactly why consumers fall in love with their careers and pursue them for life.

A.正确

B.错误

正确答案：错误

8、When an inventor becomes so attached to their idea， to the point of ignoring user feedback， their arrogance will likely result in a failed project.

A.正确

B.错误

正确答案：正确

第三章单元测试

1、We can spot likely future trends by ；.

A.developing multiperspectivity skills

B.examining the research literature and scientific evidence

C.paying close attention to today’s most popular products and services

D.asking children about their pain points and purchase preferences

正确答案：paying close attention to today’s most popular products and services

2、Cultural trends can be triggered by the emergence of a new technology such as virtual reality， 3D printing， the Internet of Things， or artificial intelligence.