Deck 6: Differentiating Customers by Their Needs

Question 1

"Customer needs" are best defined as what the customer:

A) requires to survive
B) directly asks of the company
C) indirectly hopes for from the company
D) wants or prefers from the company

Answer 1

wants or prefers from the company

Question 2

Needs represent the __________ behind a customer's actions.

A) when
B) why and how
C) what
D) what and why

Answer 2

why and how

Question 3

Which of the following could be considered a company's customers?

A) purchasing agents
B) influencers
C) end users
D) all of the above

Answer 3

all of the above

Question 4

"Benefits" differ from "needs" in that:

A) Benefits are based on the product.
B) Benefits are based on the customer.
C) Needs are based on attributes.
D) Benefits do not practically differ from needs.

Question 5

Using Legos as an example, which of the following would be a product benefit?

A) recognizable make-believe situations
B) colorful, unusual shapes that easily interlock
C) toys that incorporate familiar characters
D) toys in fantasy configurations

Question 6

Which of the following types of customer profiles would help a company define a customer's needs?

A) demographic
B) behavior-based
C) need-based
D) b and c

Question 7

Which statement best characterizes the relationship between needs, behavior, and customer value?

A) Behavior drives needs, and needs drive value.
B) Needs and behavior drive value.
C) Behavior drives value, and value drives needs.
D) Needs drive behavior, and behavior drives value.

Question 8

Which of the following industries would have the most difficulty differentiating customers by needs?

A) toy stores
B) restaurants
C) consulting
D) software designers

Question 9

A group of customers with similar attributes is a:

A) customer portfolio
B) market segment
C) demographic profile
D) need-based profile

Question 10

Which of the following statements is not true about customer needs?

A) Customer needs are dynamic.
B) Customer needs have different intensities.
C) Customer portfolios are the best way to differentiate by needs.
D) Customer needs can be shared.

Question 11

One tool that helps leverage community knowledge is:

A) customer portfolios
B) market segmentation
C) collaborative filtering
D) expanded needs set

Question 12

Businesses that benefit most from community knowledge:

A) have routine interactive communications with customers
B) have customers highly differentiated by value
C) are B2C
D) are B2B

Question 13

To best leverage information about a customer's needs, the next step after accumulating information about the customer is:

A) differentiating the customer by value
B) organizing and analyzing the information
C) distributing the information to all employees who directly interact with the customer
D) creating a customer portfolio

Question 14

Define "customers." Why is this a difficult task for some industries? Name three industries that might have different groups of customers (i.e., end users vs. retailers) and briefly describe how the needs of each customer group might differ.

Question 15

Name a product that might be used by customers with very different needs (besides Legos). Create a need profile for at least three customer groups. What other products or services could be offered to each of these groups to increase their value?

Question 16

Describe at least six characteristics of customer needs.

Question 17

Imagine that a publishing company wants to establish one-on-one relationships with its most valuable end-user customers (rather than its usual primary customers, the book distributors). Using the pharmaceutical company example as a guide, how might this company establish relationships with its end users? What tools might they use to identify these customers and gather information? What might the primary need groupings be? How might they tailor their customers' experience to create healthy Learning Relationships? What other products and services could they offer to truly address their customers' needs and increase customer value?