Chapter 2 – External and Customer Analysis
2.1
A strategic uncertainty identifies the most important strategic options.
2.2
An external analysis process should be able to affect strategy and to generate or evaluate strategic
decisions.
2.3
The benefits sought from a product is a very useful segmentation variable, because the selection of
benefits can determine a total business strategy.
2.4
A scenario is an alternative view of the future environment that is usually prompted by an alternative
possible answer to a strategic uncertainty or by a prospective future event or trend.
2.5
In a strategic context, segmentation means the identification of customer groups that respond differently
from other groups to competitive offerings.
2.6
One of the tasks in customer motivation analysis is to determine the relative importance of the motivations.
2.7
A customer analysis consists of three components; segmentation, customer motivation, and
________________.
2.8
Uncertainty can be handled by precipitating a strategic decision, by obtaining information to reduce the
uncertainty, and by ___________.
2.9
To gain customers as active partners, managers should do all of the following except:
a. Co-create personalized experiences
b. Encourage active dialogue
c. Ignore the complainers
d. Mobilize customer communities
e. Manage customer diversity
2.10
Toyota Scion is aimed at generation Y, the echo boomers.
2.11
The retro-sexual is an affluent urban sophisticate aged 20 to 40.
2.12
In obtaining a list of motivations, a set of 10 individual interviews will generate 90 to 95% of the list.
2.13
Ethnographic research is used in B-to-B companies like Intel.
2.14
Dell’s Ideastorm is an external program designed to get input from customers.