Chapter 2.3 (Customers)

True or false: Customers in the digital age are passive consumers.

True or false: Customer networks are redefining the marketing funnel.

True or false: The mass-market model is still used in firms with digitalization.

True or false: On-demand services are now accessible to customers anywhere at any time.

True or false: In the Customer Network model, customers only have the role of buyers or non-buyers.

True or false: The engage strategy for business is to become a source of valued content for customers.

True or false: Customers in the digital age have access to a wide variety of digital platforms.

True or false: Product demos can be an effective way to demonstrate the value proposition of a business or product.

True or false: Customers are more likely to be influenced by direct communications from a firm than by each other.

True or false: Utility is a strategy that involves providing useful content to engage customers.

True or false: Recommendation engines use behavioural data and micro-tags to recommend movie titles.

True or false: Social media can serve as an effective channel for customer service.

True or false: The marketing funnel is a framework for understanding how customer networks impact businesses' relationships to customers.

True or false: The marketing funnel consists of five stages: awareness, consideration, preference, action, and loyalty.

True or false: The number of potential customers increases with each step in the marketing funnel.

True or false: In the digital area, customer networks can influence customers at different stages of the marketing funnel.

True or false: The path to purchase is a macro tool for thinking broadly about customers' psychological states.

True or false: There are five core behaviors of networked customers: access, engage, customize, connect, and collaborate.

True or false: A collaborate strategy involves customers working together towards a shared goal or objective?

True or false: Passive contributions in collaboration involve customers contributing their efforts directly to a cause?

True or false: Crowdfunding is the process of seeking collaborators to contribute and raise funds for a new project?

True or false: Open competitions can be used to enlist a diverse group to find the best answer or solution?

True or false: The Customer Network Strategy Generator is designed to help develop new strategic ideas for engaging and creating value with networked customers?

True or false: Step 2 of the strategy generation process involves selecting the most relevant customer segments?

True or false: Collaborate strategy focuses on the conversations that customers are already having relevant to your objectives.

True or false: Bridging silos refers to the tensions over who leads customer interactions across digital touchpoints.

True or false: Enabling the network inside refers to a firm's internal customer network.

True or false: Businesses must acquire new skills in order to leverage customer networks outside the firm.

True or false: The impact of a strategy can be measured by the objectives set and how they are achieved.

True or false: Pre-digital firms do not face any challenges in rethinking customer assumptions.