Exam 2: Market Sensing: Generating and Using Knowledge About the Market

When comparing one product offering to the next-best-alternative,value elements where there are no apparent differences between the two offerings are termed _______.

The value assessment method,_____,enables a supplier firm to fill critical gaps in its knowledge of the customer firm's usage system as it relates to the supplier's market offering.Note that a critical assumption of this method is that the customer has an accurate perception of the effects of the studied changes upon its usage system.

The substantive facets of market sensing do NOT include _______.

The substantive facets of market sensing include defining the market,monitoring competition,assessing customer value,and gaining customer feedback.

The measure of customer ______ is share of purchases in the category.

Two shortcomings of customer satisfaction measurement programs - they do not survey noncustomers and they don't provide a market assessment for supplier firms - can be remedied by a customer _______.