Iii all good product ideas come from customers iv

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iii) All good product ideas come from customers. iv) Retaining more of the existing customers can dramatically increase profits. v) Developing relationships with customers boosts sales. All of the above i), ii) and iv) i), iv) and v) and iii)
19. Simple financial measures of profitability will not be enough to ensure the growth and survival of a business: they need to be linked to customer satisfaction and customer loyalty.
20. What is a 'customer profile'?
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MANAGING STARTUPS 21. Which famous pair of strategy gurus claimed: "Any company that can do no more than respond to the articulated needs of existing customers will quickly become a laggard"?
22. The customer/competitor matrix groups strategies along two dimensions (axes). What are they? Customer spend and competitor advertising Customer size and competitor size Customer needs and competitor advantage Customer loyalty and competitor brand
23. Which of the following is not a desirable characteristic of a market segment if it is to be useful in strategic customer analysis?
24. Which of the following statements best defines a product or service's competitive positioning?
25. What five aspects of a brand are relevant in adding value to a product?
26. Why do organisations communicate with their customers? To gather detailed information as a basis for upgrading and developing products and services To generate information, record impressions and identify needs about new product opportunities To ensure that customer needs can be met effectively
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MANAGING STARTUPS To inform them, persuade them to buy and establish a competitive advantage in relation to their product or service 27. There is one overriding criterion for the evaluation of marketing communications strategies - what is it?

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