Deck 2: External and Customer Analysis

Question 1

of the tasks in customer motivation analysis is to determine the relative importance of the motivations.

Answer 1

True

Question 2

scenario is an alternative view of the future environment that is usually prompted by an alternative possible answer to a strategic uncertainty or by a prospective future event or trend.

Answer 2

True

Question 3

a strategic context, segmentation means the identification of customer groups that respond differently from other groups to competitive offerings.

Answer 3

True

Question 4

benefits sought from a product is a very useful segmentation variable, because the selection of benefits can determine a total business strategy.

Question 5

In obtaining a list of motivations, a set of 10 individual interviews will generate 90 to 95% of the list.

Question 6

Ethnographic research is used in B-to-B companies like Intel.

Question 7

customer analysis consists of three components; segmentation, customer motivation, and ________________.

Question 8

strategic uncertainty identifies the most important strategic options.

Question 9

Uncertainty can be handled by precipitating a strategic decision, by obtaining information to reduce the uncertainty, and by ___________.

Question 10

The retro-sexual is an affluent urban sophisticate aged 20 to 40.

Question 11

gain customers as active partners, managers should do all of the following except:

A) Co-create personalized experiences
B) Encourage active dialogue
C) Ignore the complainers
D) Mobilize customer communities
E) Manage customer diversity

Question 12

Dell's Ideastorm is an external program designed to get input from customers.

Question 13

Toyota Scion is aimed at generation Y, the echo boomers.

Question 14

external analysis process should be able to affect strategy and to generate or evaluate strategic decisions.