Justin Conducts a Survey on Behalf of His Firm, Komatsu

Multiple Choice

Justin conducts a survey on behalf of his firm, Komatsu. In the survey, he asks prospects to rate Caterpillar and Komatsu branded tractors on their performance on attributes that are important to the customer. In which step in the customer value analysis is Justin engaged?

A) Examine how customers in a specific segment rate the company's performance against a specific major competitor on an individual attribute or benefit basis.
B) Assess the quantitative importance of the different attributes and benefits.
C) Identify the major attributes and benefits customers value.
D) Monitor customer values over time.
E) Assess the company's and competitors' performances on the different customer values against their rated importance.