Question 1

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

Accepted Answer

Determining the relative importance of customer motivations is an important task in customer motivation analysis. This helps businesses prioritize their efforts in catering to their customers' needs and preferences.

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.

Accepted Answer

This statement accurately describes what a scenario is.

Question 3

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

Accepted Answer

Segmentation is the process of dividing the market into subgroups or segments based on shared characteristics such as attitudes, behaviors, or needs. The purpose of segmentation is to identify groups of customers who have distinctive needs and preferences so that marketers can tailor their products, services, and marketing strategies to meet those needs more effectively than their competitors. Segmentation is an essential tool to achieve strategic goals and gain a competitive advantage in the market.

Question 4

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

Accepted Answer

Benefits sought from a product are an important segmentation variable because they can determine the overall business strategy. By understanding what benefits customers are looking for, companies can tailor their marketing efforts and product development to meet those needs, which can lead to increased customer satisfaction and loyalty. Therefore, selecting benefits as a segmentation variable can be very useful.

Question 5

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

Accepted Answer

A set of 10 individual interviews is unlikely to capture 90 to 95% of motivations due to the limited sample size and diversity, which may not represent the full range of possible motivations.

Question 6

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

Accepted Answer

Ethnographic research, which involves observing and interacting with people or organizations in their natural settings, is often used to gain insights into the needs, behaviors, and motivations of B-to-B customers. Companies like Intel use ethnographic research to better understand their customers and develop products and services that meet their specific needs.

Question 7

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

Accepted Answer

The answer of customer analysis consists of three components; segmentation,...

Question 8

strategic uncertainty identifies the most important strategic options.

Accepted Answer

Strategic uncertainty refers to the unpredictability or lack of clarity surrounding an organization's external environment and how it might affect the organization's strategy, rather than identifying strategic options.

Question 9

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

Accepted Answer

The answer of Uncertainty can be handled by precipitating a...

Question 10

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

Accepted Answer

The term "retro-sexual" does not specifically describe an affluent urban sophisticate aged 20 to 40. It is not a widely recognized term in the context of describing a particular demographic's lifestyle or characteristics.

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

Accepted Answer

Ignoring the complainers will not only prevent the resolution of their issues but also create a negative perception about the company among other customers, which can eventually lead to loss of business. Therefore, it is important to acknowledge and address customer complaints and feedback to improve customer satisfaction and loyalty.

Question 12

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

Accepted Answer

Dell's Ideastorm is indeed an external program designed to gather ideas and feedback from customers.

Question 13

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

Accepted Answer

Toyota created Scion as a sub-brand aimed at targeting the younger generation, specifically the echo boomers (born between 1982 and 1995), also known as generation Y.

Question 14

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

Accepted Answer

An external analysis process is a vital element in developing strategic planning. It involves evaluating the organization's external environment, assessing risks and opportunities, and identifying potential strategies that can be employed to maximize success. By conducting an external analysis, an organization can develop and evaluate its strategic decisions, identify areas for improvement and growth, and ensure that it is effectively responding to the needs of the marketplace. In this way, the external analysis process can have a significant impact on the success of an organization's overall strategic planning and decision-making.

Quiz 2: External and Customer Analysis