Exam 30: Understanding Customer Needs

Companies can only create customer value if they have an accurate understanding of customer needs.

Focus groups allow clients to interact directly with customers.

An accurate understanding of customer needs allows a company to

Looking across complementary product and service offerings is one way a company can

Starbucks was able to break free of the price-cutting and promotional norms of the coffee industry by

In ethnographies, the researcher becomes

A focus group is a guided discussion with a group of respondents such as customers.

Companies that try to push a good or a service on customers are destined to fail without a proper understanding of

Name at least three cautions you should heed when conducting secondary research.

Focus groups are an inflexible technique.

When the sales department drops prices to secure a contract, while the marketing function is trying to build the brand and maintain price premiums, the brand is

The main problem with using marketing research to understand customer needs is that

Focus groups are conducted

Manufacturers often naively believe that their only competitors are

If Kodak wanted to test its customers' reaction to a new digital camera innovation, which research methodology would be best suited to this?

Southwest Airlines' decision to focus on the customer segment that does not want frills, only low fares, demonstrates the firm's deep understanding of

Quantitative data collection by means of a questionnaire is referred to as