Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Focus groups allow clients to interact directly with customers.

Accepted Answer

A) True 
 B)False

Question 3

An accurate understanding of customer needs allows a company to

Accepted Answer

A)  create customer value. 
B)  meet financial objectives. 
C)  respond to competitive threats. 
D)  perfect advertising messages. 
E)  develop media plans.

Question 4

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

Accepted Answer

A)  test new message strategies. 
B)  test new product concepts. 
C)  co-create customer value. 
D)  create new market space. 
E)  research the competition.

Question 5

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.

Question 6

In ethnographies, the researcher becomes

Accepted Answer

A)  the secondary source. 
B)  the moderator. 
C)  the customer. 
D)  the marketer. 
E)  the interviewer.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  the competition. 
B)  media planning. 
C)  customer needs. 
D)  advertising research. 
E)  the marketing mix.

Question 9

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

Accepted Answer

The answer of Name at least three cautions you should...

Question 10

Focus groups are an inflexible technique.

Accepted Answer

A) True 
 B)False

Question 11

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.

Question 12

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

Accepted Answer

A)  the research may be biased. 
B)  the research may be outdated. 
C)  the research objectives may not match your objectives. 
D)  customers may not be able to articulate their needs. 
E)  the moderator may not follow the guide.

Question 13

Focus groups are conducted

Accepted Answer

A)  online. 
B)  in shopping malls. 
C)  over the phone. 
D)  by a moderator. 
E)  by a secondary research source.

Question 14

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.

Question 15

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

Accepted Answer

A)  mall intercept surveys. 
B)  telephone surveys. 
C)  online questionnaires. 
D)  depth interviews. 
E)  focus groups.

Question 16

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

Accepted Answer

A)  customer needs. 
B)  economies of scale. 
C)  advertising. 
D)  public relations. 
E)  the competition.

Question 17

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

Accepted Answer

A)  a survey. 
B)  a depth interview. 
C)  a focus group. 
D)  participant observation. 
E)  sales tracking.

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