Question 1

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

Accepted Answer

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

Question 2

Describe at least six characteristics of customer needs.

Accepted Answer

1. Specificity: Customer needs can be very specific, such as needing a product with certain features or a service that meets particular requirements.

2. Variability: Customer needs can vary greatly from one individual to another, as different customers have different preferences, priorities, and circumstances.

3. Urgency: Some customer needs are urgent and require immediate attention, while others may be more long-term or future-oriented.

4. Importance: Customer needs can range from essential requirements that are critical to their well-being or success, to more discretionary wants and desires.

5. Uniqueness: Each customer's needs are unique to them, based on their personal preferences, experiences, and circumstances.

6. Changeability: Customer needs can change over time due to evolving circumstances, preferences, or external factors, requiring businesses to adapt and respond accordingly.

Question 3

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

Accepted Answer

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. 
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. C

Question 4

"Benefits" differ from "needs" in that:

Accepted Answer

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. 
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

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.

Accepted Answer

Customers can be defined as individuals

Question 6

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?

Accepted Answer

Product: Smartphones

Customer Group 1:

Question 7

A group of customers with similar attributes is a:

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

Businesses that benefit most from community knowledge:

Accepted Answer

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

Question 12

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?

Accepted Answer

To establish one-on-one relationships wi

Question 13

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

Accepted Answer

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. 
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 14

One tool that helps leverage community knowledge is:

Accepted Answer

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

Question 15

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

Accepted Answer

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 
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 16

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

Accepted Answer

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

Question 17

Needs represent the __________ behind a customer's actions.

Accepted Answer

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

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

Describe at least six characteristics of customer needs.

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

"Benefits" differ from "needs" in that:

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.

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?

A group of customers with similar attributes is a:

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

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

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

Businesses that benefit most from community knowledge:

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

One tool that helps leverage community knowledge is:

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

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

Needs represent the __________ behind a customer's actions.

Evolution of Relationships With Customers and Strategic Customer Experiences

The Thinking Behind Customer Relationships That Leads to Good Experiences

Customer Relationships: Building Blocks of IDIC and Trust

Identifying Customers

Differentiating Customers by Value: Some Customers Are Worth More Than Others

Interacting With Customers: Customer Collaboration Strategy

Customer Insight, Dialogue, and Social Media

Privacy and Customer Feedback

The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

Optimizing Around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization

Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2

Future proofing the Customer-Centric Organization

Filters

Exam 6: Differentiating Customers by Their Needs

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

Describe at least six characteristics of customer needs.

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

"Benefits" differ from "needs" in that:

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.

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?

A group of customers with similar attributes is a:

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

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

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

Businesses that benefit most from community knowledge:

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

One tool that helps leverage community knowledge is:

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

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

Needs represent the __________ behind a customer's actions.

Evolution of Relationships With Customers and Strategic Customer Experiences

The Thinking Behind Customer Relationships That Leads to Good Experiences

Customer Relationships: Building Blocks of IDIC and Trust

Identifying Customers

Differentiating Customers by Value: Some Customers Are Worth More Than Others

Interacting With Customers: Customer Collaboration Strategy

Customer Insight, Dialogue, and Social Media

Privacy and Customer Feedback

The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

Optimizing Around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization

Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2

Future proofing the Customer-Centric Organization

Filters