Question 1

How did Starbucks decommoditize the coffee industry and broaden its appeal to customers?

Accepted Answer

Starbucks broke through the price-cuttin

Question 2

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as

Accepted Answer

A) a depth interview. 
B) a focus group. 
C) an online survey. 
D) a telephone survey. 
E) an in-store survey. 
A) a depth interview. 
B) a focus group. 
C) an online survey. 
D) a telephone survey. 
E) an in-store survey.

Question 3

A guided discussion with a group of respondents such as customers is referred to as

Accepted Answer

A) participant observation. 
B) a group survey. 
C) an in-store survey. 
D) a depth interview. 
E) a focus group. 
A) participant observation. 
B) a group survey. 
C) an in-store survey. 
D) a depth interview. 
E) a focus group.

Question 4

The really smart companies do not merely understand customer needs;they create them.

Accepted Answer

A) True 
 B)False

Question 5

When Sony targeted the Walkman to joggers who would appreciate the break from a tedious activity,the company was

Accepted Answer

A) conducting research. 
B) narrowcasting. 
C) repositioning the product. 
D) creating a customer need. 
E) trying out various sales strategies. 
A) conducting research. 
B) narrowcasting. 
C) repositioning the product. 
D) creating a customer need. 
E) trying out various sales strategies.

Question 6

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

Accepted Answer

A) commoditizing the industry. 
B) focusing on a common set of appeals. 
C) offering complementary products. 
D) appealing to an emotional benefit. 
E) appealing to price-sensitive customers. 
A) commoditizing the industry. 
B) focusing on a common set of appeals. 
C) offering complementary products. 
D) appealing to an emotional benefit. 
E) appealing to price-sensitive customers.

Question 7

When trying to understand why its customers might tattoo the brand name on their bodies,Harley Davidson might turn to

Accepted Answer

A) focus groups. 
B) ethnography. 
C) depth interviews. 
D) online surveys. 
E) customer satisfaction surveys. 
A) focus groups. 
B) ethnography. 
C) depth interviews. 
D) online surveys. 
E) customer satisfaction surveys.

Question 8

Manufacturers often naively believe that their only competitors are

Accepted Answer

A) national brands. 
B) heavily advertised brands. 
C) in the same country. 
D) in the same city. 
E) in the same industry. 
A) national brands. 
B) heavily advertised brands. 
C) in the same country. 
D) in the same city. 
E) in the same industry.

Question 9

Qualitative techniques include

Accepted Answer

A) ethnography. 
B) mall intercept surveys. 
C) telephone surveys. 
D) online questionnaires. 
E) secondary research. 
A) ethnography. 
B) mall intercept surveys. 
C) telephone surveys. 
D) online questionnaires. 
E) secondary research.

Question 10

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

Accepted Answer

A) more competitive. 
B) using a pull strategy. 
C) using a push strategy. 
D) devalued in the marketplace. 
E) number one in the marketplace. 
A) more competitive. 
B) using a pull strategy. 
C) using a push strategy. 
D) devalued in the marketplace. 
E) number one in the marketplace.

Question 11

Questionnaires are good for counting and summarizing results,but not for generating ideas.

Accepted Answer

A) True 
 B)False

Question 12

FedEx focused on the needs of different customers when it bought Kinko's,allowing customers to not only print but also to ship their documents.

Accepted Answer

A) True 
 B)False

Question 13

An advantage of secondary research is that

Accepted Answer

A) you conduct the research yourself. 
B) it takes longer than primary research. 
C) it can be expensive. 
D) you may find the answer you are researching. 
E) there are few sources of secondary data. 
A) you conduct the research yourself. 
B) it takes longer than primary research. 
C) it can be expensive. 
D) you may find the answer you are researching. 
E) there are few sources of secondary data.

Question 14

Unlike qualitative research methods,survey research is used to collect data from

Accepted Answer

A) a small group of customers 
B) a large sample of respondents 
C) focus group participants 
D) depth interview participants 
E) researchers who become the customer 
A) a small group of customers 
B) a large sample of respondents 
C) focus group participants 
D) depth interview participants 
E) researchers who become the customer

Question 15

Smart companies challenging the product-centric approach to marketing are embracing a method whereby they are

Accepted Answer

A) co-creating value with their customers. 
B) determining what's best for their customers. 
C) conducting secondary research. 
D) conducting primary research. 
E) becoming the customer. 
A) co-creating value with their customers. 
B) determining what's best for their customers. 
C) conducting secondary research. 
D) conducting primary research. 
E) becoming the customer.

Question 16

Using the introduction of the Sony Walkman as an example,explain how Sony didn't just understand customer needs,but "created" them.

Accepted Answer

Sony realized that consumers could not i

Question 17

Most competitors look the same,offer the same value,and commoditize the industry because they

Accepted Answer

A) offer complementary products. 
B) focus on a common set of appeals. 
C) focus on different types of buyers. 
D) co-create value with the customer. 
E) conduct similar research studies. 
A) offer complementary products. 
B) focus on a common set of appeals. 
C) focus on different types of buyers. 
D) co-create value with the customer. 
E) conduct similar research studies.

Question 18

In ethnographies,the researcher becomes a customer to learn more about customer needs and value drivers.

Accepted Answer

A) True 
 B)False

Question 19

All questionnaires contain questions about feelings and attitudes,behaviour,and demographic variables.

Accepted Answer

A) True 
 B)False

Question 20

Danone created a new market for its Danone Actimel yogurt by

Accepted Answer

A) focusing on a specific audience segment. 
B) increasing advertising spending. 
C) expanding distribution. 
D) using just a health appeal in their advertising. 
E) combining health benefits and taste. 
A) focusing on a specific audience segment. 
B) increasing advertising spending. 
C) expanding distribution. 
D) using just a health appeal in their advertising. 
E) combining health benefits and taste.

How did Starbucks decommoditize the coffee industry and broaden its appeal to customers?

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as

A guided discussion with a group of respondents such as customers is referred to as

The really smart companies do not merely understand customer needs;they create them.

When Sony targeted the Walkman to joggers who would appreciate the break from a tedious activity,the company was

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

When trying to understand why its customers might tattoo the brand name on their bodies,Harley Davidson might turn to

Manufacturers often naively believe that their only competitors are

Qualitative techniques include

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

Questionnaires are good for counting and summarizing results,but not for generating ideas.

FedEx focused on the needs of different customers when it bought Kinko's,allowing customers to not only print but also to ship their documents.

An advantage of secondary research is that

Unlike qualitative research methods,survey research is used to collect data from

Smart companies challenging the product-centric approach to marketing are embracing a method whereby they are

Using the introduction of the Sony Walkman as an example,explain how Sony didn't just understand customer needs,but "created" them.

Most competitors look the same,offer the same value,and commoditize the industry because they

In ethnographies,the researcher becomes a customer to learn more about customer needs and value drivers.

All questionnaires contain questions about feelings and attitudes,behaviour,and demographic variables.

Danone created a new market for its Danone Actimel yogurt by

What Do Winning Organizations Do Well

Choosing Which Customers to Serve

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

Filters

Exam 2: Understanding Customer Needs

How did Starbucks decommoditize the coffee industry and broaden its appeal to customers?

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as

A guided discussion with a group of respondents such as customers is referred to as

The really smart companies do not merely understand customer needs;they create them.

When Sony targeted the Walkman to joggers who would appreciate the break from a tedious activity,the company was

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

When trying to understand why its customers might tattoo the brand name on their bodies,Harley Davidson might turn to

Manufacturers often naively believe that their only competitors are

Qualitative techniques include

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

Questionnaires are good for counting and summarizing results,but not for generating ideas.

FedEx focused on the needs of different customers when it bought Kinko's,allowing customers to not only print but also to ship their documents.

An advantage of secondary research is that

Unlike qualitative research methods,survey research is used to collect data from

Smart companies challenging the product-centric approach to marketing are embracing a method whereby they are

Using the introduction of the Sony Walkman as an example,explain how Sony didn't just understand customer needs,but "created" them.

Most competitors look the same,offer the same value,and commoditize the industry because they

In ethnographies,the researcher becomes a customer to learn more about customer needs and value drivers.

All questionnaires contain questions about feelings and attitudes,behaviour,and demographic variables.

Danone created a new market for its Danone Actimel yogurt by

What Do Winning Organizations Do Well

Choosing Which Customers to Serve

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

Filters