perguntas quiz2

Question 1

1. What are the four types of innovation?
   o Vision – Business model – Product/Service – Marketing
   o Business model – Product/Service – Clusters – Marketing
   o Vision – Trend Framework – Consumer-oriented – Marketing
   o Vision – Business model – Product/Service – Marketing

Answer 1

o Vision – Business model – Product/Service – Marketing

Question 2

2. A consumer trend is a new manifestation among people – in behavior, attitude, or expectation – of a fundamental human need, want, or desire.
   o True
   o False

Answer 2

True

Question 3

3. In order to do an effective value proposition, you need to understand:
   o Customer Gains
   o Customer Pains
   o Customer Jobs
   o All the above

Answer 3

o All the above

Question 4

4. What are the 5 P’s of hyper relevance?
   o Purpose – Pride – Partnership – Protection – Personalization
   o Product – Pride – Partnership – Protection – Personalization
   o Purpose – Pride – Partnership – Promotion – Personalization
   o Purpose – Pride – Partnership – Protection – Personalization

Answer 4

o Purpose – Pride – Partnership – Protection – Personalization

Question 5

5. In a customer engagement process, which one of the following does not contribute to the engagement creation?
   o Trust
   o Satisfaction
   o Positive Emotions
   o Word-of-mouth

Answer 5

o Word-of-mouth

Question 6

6. The purpose of UX laddering is to:
   o Uncover the basic emotions that feed into a customer’s decision to purchase a certain product
   o Reduce the time spent on the data collection procedure as much as possible
   o Allow researchers to reach deeper levels of customer understanding and to reveal the “reasons behind the reasons”
   o All the above
   o Only answers 1 and 3

Answer 6

o Only answers 1 and 3

Question 7

7. What is the purpose of the strategic vision statement?
   o Describe the desired future position of the company
   o State the short-term goals of the company
   o Display the competitive advantage of the company
   o All the above

Answer 7

o Describe the desired future position of the company

Question 8

8. According to Harvard’s framework for strategic planning, tactical planning can be done:
   o During the first years of an organization strategy
   o Depending on the product or service launch
   o On a yearly basis
   o During the first 12 to 24 months of an organization’s strategy

Answer 8

o During the first 12 to 24 months of an organization’s strategy

Question 9

9. Strategic innovation, as opposed to traditional innovation, is:
   o Participatory – Systemic – Flexible – Building the future
   o Participatory – Systemic – Static – Making it happen
   o Participatory – Internal – Flexible – Building the future
   o Participatory – Systemic – Flexible – Preparing the future

Answer 9

o Participatory – Systemic – Flexible – Building the future

Question 10

10. The divisions between producer and consumers will become more rigid in the future.
    o True
    o False

Answer 10

False

Question 11

11. All the following are components of the mission statement except:
    o Customers
    o Technology
    o Self-concept
    o Competitors

Answer 11

o Competitors

Question 12

12. Adopting a red ocean strategy means that a company is:
    o Competing in existing market spaces
    o Creating new demand
    o Breaking the value-cost trade-off
    o All the above

Answer 12

o Competing in existing market spaces

Question 13

13. Which of the following is part of the “five rules of purpose”?
    o The advantage must be perceived by all the stakeholders
    o To be able to adapt to the environment
    o Don’t pretend to be what you are not
    o All the above

Answer 13

o All the above

Question 14

14. Open thinkers, as opposed to closed thinkers, are described as being:
    o Customer / application centered
    o Limited by convention
    o Rational and tangible
    o Functional and technical

Answer 14

o Customer / application centered

Question 15

15. According to the Rule of Three, product/market specialists are:
    o Volume-driven players
    o Margin-driven players
    o Focused on increasing their share of the broad market
    o All the above

Answer 15

o Margin-driven players

Question 16

16. Behavioral intention is a direct important outcome of:
    o Commitment
    o Word-of-mouth
    o Firm performance
    o Customer engagement

Answer 16

o Customer engagement

Question 17

17. When generating future-focused insights, it is smarter to look to businesses first and customers second because:
    o Customers’ expectations are frequently raised without them having even personally experienced “the best”
    o It is crucial to know everything about what “new products” the competitors are launching
    o Every new business venture is a bet on the future of competitors
    o All the above

Answer 17

Customers’ expectations are frequently raised without them having even personally experienced “the best”

Question 18

18. According to the blue ocean strategy, the third tier of non-customers is people who refuse to use your industry’s offerings.
    o True
    o False

Answer 18

False

Question 19

19. Gamechangers typically innovate in one or more of the following dimensions – the why, who, what, and how – of the whole business, or any part of it.
    o True
    o False

Answer 19

True

Question 20

20. According to Harvard, the latest Era of Marketing is characterized by:
    o Engagement
    o Customer-orientation
    o Loyalty
    o Relevance

Answer 20

o Relevance

Question 21

21. In an era of digital-based competition and customer control, people are increasingly buying because of their loyalty to the brand.
    o True
    o False

Answer 21

False

Question 22

22. According to the theory of digital revolution waves, every following statement is true about the third wave except:
    o In the third wave, gamechangers unlock collective intelligence.
    o The third wave is about transformation.
    o Digital innovators embrace internet, mobile devices and content.
    o The third wave in the industrial age changed the world with medicines, aircraft, and railways.

Answer 22

o Digital innovators embrace internet, mobile devices and content.

Question 23

24. Business model innovation is about changing key elements of the business such as the value proposition to customers or the operating model of the company.
    o True
    o False

Answer 23

True

Question 24

25. In business model innovation, foresight is about determining which customers’ needs have been ignored so far.
    o True
    o False

Answer 24

False

Question 25

26. According to TrendWatching, consumer trends come from these factors, except: o Company’s established practices. o Expectation gaps. o Drivers of change. o Basic consumers needs.

Answer 25

o Company’s established practices.

Question 26

28. Change in behavior is an example of important individual challenges that come with innovation. o True o False

Answer 26

True

Question 27

29. Developing new products and services is no longer sufficient to survive successfully in the competitive environment of the 21st century. o True o False

Answer 27

True

Question 28

30. Gamechangers search for new possibilities articulating ideas that are disruptive and contagious in their markets. Ideas come from: o Everywhere. o Our imagination, but require stimulus and stretch. o A need to make something better. o All of the above.

Answer 28

o All of the above.

Question 29

31. Customer-led innovation drives customers in deeply empathetic understanding of their needs and wants. o True o False

Answer 29

False

Question 30

32. A company should articulate a strong vision for the years (e.g., 10 years) in the future while being open to iterating on the strategy. o True o False

Answer 30

True

Question 31

33. Blue ocean strategy argues that lasting success comes from battling competitors in the red ocean. o True o False

Answer 31

False

Question 32

34. Value innovation doesn’t involve pursuing differentiation while increasing costs. o True o False

Answer 32

True

Question 33

35. Buyer value is enhanced in value innovation by offering elements the industry has never provided. o True o False

Answer 33

True

Question 34

36. Blue ocean strategy doesn’t provide a set of tools and frameworks to create new market spaces. o True o False

Answer 34

False

Question 35

37. What is the central theme of the expectation economy? o Customers marveling at global markets o Customers setting low expectations o A decline in customer diversity o Exceptional becoming unexceptional

Answer 35

Exceptional becoming unexceptional

Question 36

38. What are the three strands of customer expectation in the expectation economy? o Cost, speed, and convenience o Rising quality, positive impact, and personal expression o Competition, innovation, and globalization o Personalization, affordability, and sustainability

Answer 36

o Rising quality, positive impact, and personal expression

Question 37

39. Why is it challenging for businesses in the expectation economy? o Customers set exceptionally high expectations o Businesses should catch up with rising expectations o Businesses have complete control o Customers have low expectations

Answer 37

o Customers set exceptionally high expectations

Question 38

40. What are the three fundamental elements that drive trend-driven innovation? o Basic needs, customer expectations, and drivers of change o Past trends, current trends, and future trends o Innovation, disruption, and change o Shifts, triggers, and data analysis

Answer 38

o Basic needs, customer expectations, and drivers of change

Question 39

41. What is the key ingredient of trend-driven innovation? o Drivers of change o Basic needs o Innovation o Tension created by the interaction of the three elements

Answer 39

Tension created by the interaction of the three elements

Question 40

42. What are “shifts” in the context of trends? o Fluctuation in market demand o Immediate changes driving trends o Emerging technologies o Long-term macro changes shaping consumer trends

Answer 40

o Long-term macro changes shaping consumer trends