Among the benefits of integrated value chains are customer focus and resulting opportunity to create specialized value propositions for customer segments.
Indicate whether the statement is true or false
Question 2Omni-channel retailing recognizes that sources of transaction data that provide purchase insights are available from
a. brick-and-mortar.
b. e-commerce.
c. mobile.
d. in-store pickup.
e. Omni-channel retailing could include transaction data from all of the above.
Question 3Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.
Indicate whether the statement is true or false
Question 4Which of the following is not an appeal to functional needs?
a. A European automobile is promoted as being safer than other models.
b. A Japanese automobile is promoted as providing the consumer with a special feeling.
c. A dishwasher is advertised as having a five-year warranty.
d. A direct marketer of apparel items claims his polo shirts are made of the finest Egyptian cotton.
e. A software program promotes the fact that consumers will be protected from computer viruses.
Question 5The value a customer perceives in a product or service is largely determined by its price.
Indicate whether the statement is true or false
Question 6A Big Data application of using location-based mobile data from call records is
a. voice-of-the-customer insights.
b. a 360-degree view of purchasing patterns.
c. location-based marketing in real time.
d. optimized website design.
e. All of these are enabled by location-based mobile data.
Question 7Cross-selling is the practice of contacting a competitors' customers and attempting to get them to try your product.
Indicate whether the statement is true or false
Question 8A medicated shampoo advertises the fact that it is so effective that it actually prevents dandruff. This is an example of an appeal to consumers' ____.
a. functional needs
b. symbolic needs
c. experiential needs
d. utilitarian needs
e. economic needs
Question 9The first step in creating a virtual value chain is to create visibility, which can be defined as the ability for customers to see into inventory systems.
Indicate whether the statement is true or false
Question 10A great source of Voice of the Customer (VOC) data is
a. structured.
b. mobile.
c. omni-transactional.
d. unstructured.
e. social.
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