CES Customer Needs Assessment 3

Question 1

Which of the following is the MOST effective technique for uncovering unstated customer needs during an export needs assessment?

Accepted Answer

Active listening combined with open-ended probing questions

Answer

Open-ended questions and active listening draw out the buyer's underlying needs that they may not explicitly state.

Question 2

A CES candidate is assessing a Brazilian importer's needs. The importer mentions they have had problems with delayed shipments from other suppliers. This reveals a primary need related to:

Accepted Answer

Reliable logistics and on-time delivery

Answer

Mentioning past delivery problems signals that supply chain reliability is a top priority for this buyer.

Question 3

When a foreign buyer's decision-making involves multiple stakeholders (e.g., procurement, finance, and technical teams), a CES specialist should:

Accepted Answer

Conduct separate or combined needs assessments addressing each stakeholder's concerns

Answer

Different stakeholders have different priorities, so an effective assessment must address the needs of each influencer in the buying process.

Question 4

Which type of question is LEAST useful when conducting an initial customer needs assessment?

Accepted Answer

'Do you want this product?' (yes/no)

Answer

Closed yes/no questions limit information gathering, while open-ended questions elicit richer, more actionable insights.

Question 5

An exporter learns through a needs assessment that a customer in India expects post-sale technical training as a standard part of the purchase. This is best classified as a:

Accepted Answer

Service-level expectation

Answer

Post-sale training expectations reflect service-level needs that must be factored into the export offer.

(CES) Certified Export Specialist Practice Test

(CES) Certified Export Specialist Practice Test

CES Customer Needs Assessment 3