teste Flashcards
(28 cards)
Customer-centered
innovation
“G’S”
- Grounded in a deeply empathetic understanding of customer needs and wants
- Grants an organization the freedom to make the unexpected and often unasked-for leaps forward that will lead to long-term success.
3C’s Strategy
is based on…
- Customers’ Needs and Desires
- ** C**ompany Competence
- Competitors
Organizations
Traditional VS Strategic
- Centralizer / Participatory
- Past and present / Past-present-future
- Reactive attitude / Proactive Attitude
- Prepare for the future / Build the future
- Wait for it to happen / Make It Happen
- Internal / Systemic
- Hard / Flexible
- Static / Dynamic
Traditional / Strategic
4) According to Harvard, the latest Era of Marketing is characterized by
- Engagement
- Customer-orientation
- Loyalty
- Relevance
- Relevance
True or False
Customer-led innovation drives customers in deeply empathetic understanding of their
needs and wants.
False
That is Customer-centered innovation
Strategic Innovation, as opposed to traditional innovation, is:
- Participatory – systematic – static – making it happen
- Participatory – systematic – flexible – preparing for the future
- Participatory – systematic – flexible – building the future
- Participatory – internal – flexible – building the future
- Participatory – systematic – static – making it happen
- Participatory – systematic – flexible – preparing for the future
- Participatory – systematic – flexible – building the future
- Participatory – internal – flexible – building the future
Strategic Inovation
What are the 5 P’s of hyper relevance?
Product – pride – partnership – protection – personalization
Product – price – promotion – place – personalization
Purpose – pride – partnership – promotion – personalization
Purpose – pride – partnership – protection – personalization
Purpose – pride – partnership – protection – personalization
In a customer engagement process, which one does NOT contribute to the engagement creation?
- Word of mouth
- Trust
- Positive emotions
- Satisfaction
Word of mouth
VS
Red Ocean Strategy
- Compete in existing market space
- Beat the competition
- Exploit existing demand
- Make the value-cost trade-off.
- Align the whole system of a firm’s activities with it’s strategic choice of differentiation or low cost
VS
Blue Ocean Strategy
- Create uncontested market space
- Make the competition irrelevant
- Create and capture new demand
- Break the value-cost trade-off
- Align the whole system of a firm’s activities in pursuit of differentiation and low cost.
(Blue Ocean)
Three tiers of noncustomers
- Soon-to-be noncustomers who are on the edge of your market
- “Refusing” noncustomers who consciosly choose against your market
- “Unexplored” noncustomers who are in markets distant from yours
Behavioral intention is a direct important outcome of…
Customer engagement
A consumer trend is
a new manifestation among people – in behavior, attitude, or
expectation – of a fundamental human need, want or desire.
(Consummer trend)
What are the four types of innovation?
- Vision
- Business model
- Product/Service
- Marketing
In order to do an effective value proposition, you need to understand:
- Customer Gains
- Customer Pain
- Customer Jobs
- All of the above
- All of the above
The purpose of UX laddering is to:
- Uncover the basic emotions that feed into a customer’s decision to purchase a certain product
- Allow researchers to reach deeper levels of customer understating and to reveal the “reasons behind the reasons”
What is the purpose of the strategic vision statement?
- Describe the desired future position of the company.
- State the short-term goals of the company
- Display the competitive advantage of the company
- All the above.
✓ Describe the desired future position of the company.
✓ State the short-term goals of the company
✓ Display the competitive advantage of the company
✓ All the above.
All the following are components of the mission statement except:
* Customers
* Technology
* Self-concept
* Competitors
X - Customers
X - Technology
X - Self-concept
✓ Competitors
According to the Harvard’s framework for strategic Planning, tactical planning can be done:
- During the first years of an organization strategy.
- Depending on the product or service launch.
- On a yearly basis
- During the first 12 to 24 months of an organization’s strategy
X - During the first years of an organization strategy.
X - Depending on the product or service launch.
X - On a yearly basis
✓ During the first 12 to 24 months of an organization’s strategy
Adopting a red ocean strategy means that a company is:
- Competing in existing market spaces
- Creating new demand
- Breaking the value-cost trade-off
- All the above.
✓ Competing in existing market spaces
X - Creating new demand
X - Breaking the value-cost trade-off
X - All the above.
T/F
The divisions between producer and consumers will become more rigid in the future.
False
What are the 5 rules of purpose?
1. Respect the company’s DNA
* don’t pretend to be what you are not
2. Be Unique
* Different and unique in a sustainable way
3. Hard to Copy
* Price cuts are not the best strategy
4. Clearly Superior
* The advantage must be perceived by all the stakeholders
5. Adaptative
* To be able to adapt to the environment
opções
Open thinkers, as opposed to closed thinkers, are described as being:
Customer / application centred
According to the Rule of three, product/market specialists are:
- Volume-driven players.
- Margin-driven players.
- Focused on increasing their share of the broad market.
- All the above.
X - Volume-driven players.
✓ Margin-driven players.
X - Focused on increasing their share of the broad market.
X - All the above.
