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MAR 3023 Lecture Notes - Quality Function Deployment, Google For Work, Customer Satisfaction

Course Code
MAR 3023
Michael Brillman

of 6
1. Changing customer preferences changes demand, which changes seller supply, which in turn changes
a) The market
b) Company competitiveness
c) Company profitability
d) Customer preferences and demand
2. You take the variation in demand across all consumers and cluster it into segments where demand
a) Varies relatively little between consumers in a segment and varies a lot between segments
b) Varies a lot between consumers in a segment and varies little between segments
c) Varies relatively little between consumers in a segment and varies little between segments
d) Varies a lot between consumers in a segment and varies a lot between segments
3. The traditional way of segmenting is by using:
a) Theory
b) Past experience
c) Senior management guidance
d) Trial and error
4. Conventional wisdom is that you try which of the following in segmenting a market?
a) Geographic criteria
b) Demographic criteria
c) Pyschographic criteria
d) Behavioral criteria
e) All of the above
5. Which of the following is not a major, actionable segmentation criterion?
a) Profitability segmentation
b) Demographic segmentation
c) Benefit-feature segmentation
d) Channel segmentation
e) All are actionable segmentation criteria
6. Which of the following is not a psychographic segment variable?
a) Life styles
b) Passions
c) Channel loyalty
d) Personality
e) Social class
f) All of the above
7. The conventional way to evaluate segment criteria is by ____________.
a) Profitability, accessibility and fit
b) Substantiality, profitability and fit
c) Substantiality, accessibility and fit
d) Profitability, accessibility and fit
8. The direct determinant of customer profitability is:
a) Customer purchases of high margin products and services
b) The sheer quantity of purchases made per year (size of the customer)
c) Low selling costs to the customer, low delivery costs and after sales service costs
d) All of the above are determinants
Study Questions 5.2
1. All products and services are _________ to achieve an end?
a) Means
b) Instruments
c) Tools
d) All of the above
2. Which of the following is not a new desired state that products and services create?
a) Metaphysical
b) Emotional
c) Intellectual
d) Spiritual
e) All of the above are
3. Which of the following drinks are most preferred by students to relieve a headache?
a) Coffee
b) Tea
c) Milk
d) Cola
e) Non-cola
4. New _________ are often created in a market by benefit-feature innovation.
a) Demand
b) Customers
c) Segments
d) All of the above
5. The basic benefits sought ________ as the automobile replaced the horse and cart.
a) Changed
b) Evolved
c) Did not change
d) Transformed
6. The Nintendo Wii has apparently “got more game” than its Microsoft and Sony competitors. Which of the
following benefits-features does it not possess?
a) Superior, almost virtual-like graphics
b) Greater user involvement in the game
c) Physical stretching and exercise
Study Questions 5.3
1. QFD stands for?
a) Quality function determinants
b) Quality feature determinants
c) Quality feature deployment
d) Quality function deployment
2. QFD is the deployment of _____________so the design features of a product or service deliver the
desired customer benefits and satisfaction.
a) Quality
b) Technology
c) Resources
d) All of the above
3. QFD also involves seamlessly connecting product specifications to the ___________.
a) Appropriate manufacturing and production process
b) Customer
c) Customer benefits sought
d) Corporate mission
4. A QFD specification matrix helps managers convert benefits desired into _________________.
a) Profitability
b) Customer satisfaction
c) Features desired
d) Unique product positioning
5. A strong correlation between a benefit and a feature in the QFD matrix is indicated by a(n)
a) Triangle
b) Circle
c) Asterisk
d) Box
6. Comparing consumer perception measures with engineering measures identifies ________________.
a) A product design positioning problem
b) A product image positioning problem
c) Whether a product has an image positioning problem or a design positioning problem
d) None of the above
7. When applying a QFD matrix to a different segment, what changes?
a) The benefit and their importance
b) The product specifications or design attributes
c) Everything
d) Nothing
8. Competitor Y’s quality/utility score is:
a) 14
b) 28
c) 40
d) 42
e) 50
9. Competitor X’s quality/utility score is:
a) 15
b) 50
c) 56
d) 60
e) 64
10. The old Writesharp’s (current) quality/utility score is:
a) 16
b) 50
c) 56
d) 58
e) 60
Study Questions 5.4
1. Customer segmentation around the customers’ distribution/communication channel usage
a) Guarantees segment accessibility
b) Is very common
c) Is very hard to do
d) A and B above
e) B and C above
2. What is the channel segmentation problem for long-established banks like Bank America?
a) Identifying the customers who want to bank on the Internet
b) The Internet channel segment is unprofitable
c) Offering different prices for the same products in the different channels
d) All of the above
e) None of the above
3. If Walmart is allowed to develop a package of financial services desired by Walmart customers, then
a) A lot of banks will be happy because they will lose low income customers
b) A lot of banks will be unhappy because of the increased competition
c) A new channel segment will be created
d) Walmart will never be free to create a Walmart bank
4. Channel segmentation is very important today because a lot of innovation in communication and
distribution to customers is occurring ____________.
a) Around the global marketplace
b) In North America
c) In consumer markets
d) In business markets
5. The search engine is an example of ______________.
a) American enterprise
b) Western enterprise
c) Google enterprise
d) Creative destruction