Questions and Answers
Enabling the network inside is not important for the digital transformation of a business.
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Businesses must acquire new skills in order to leverage customer networks outside the firm.
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Customer networks only affect the marketing department of an organization.
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The presence on Facebook should be managed by global HQs rather than local business units.
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The collaborate strategy focuses on the skills that customers can bring to contribute successfully.
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The connect strategy focuses on the conversations that customers are already having.
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Pre-digital firms may face challenges in rethinking customer assumptions.
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The impact of the strategy should be measurable.
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The strategy developed should address the problem/objective.
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The document can be freely distributed.
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True or false: In the digital age, customers are passive consumers.
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True or false: Customer networks have reshaped the customers' path to purchase.
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True or false: The mass-market model is still widely used in firms today.
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True or false: The marketing funnel is based on the 'hierarchy of effects' and maps out the progression of a potential customer through five stages.
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True or false: The path to purchase is a macro tool for thinking very broadly about customers' psychological states.
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True or false: Access, Engage, Customise, Connect, and Collaborate are the five core behaviors of networked customers.
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True or false: On-demand services are now accessible to customers anywhere at any time.
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True or false: An engage strategy for a business involves becoming a source of valued content for customers.
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True or false: The customize strategy for a business involves overwhelming customers with choice and excessively personal messaging.
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True or false: Customer networks have no impact on the departments other than marketing in an organization.
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True or false: Pre-digital firms do not need to rethink their customer assumptions.
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True or false: In order to leverage customer networks outside the firm, businesses must acquire new skills.
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True or false: A collaborate strategy involves inviting customers to work together towards a shared goal using open platforms.
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True or false: Passive contributions in collaboration can involve using customers' existing actions to power a collective project.
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True or false: Open competitions can be used to enlist a diverse group to find the best answer or solution.
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