A good mission statement must

	a.	define and communicate strategic vision
	b.	specify the needs and wants of specific stakeholders
	c.	define competitive direction for the enterprise
	d.	explain collaborative deals among current business partners or government agencies
	e.	a good mission statement includes all of the above

Creating a persona

	a.	serves to visualize and appreciate the ideal, target customers motivations and behaviors.
	b.	helps to communicate and make memorable the attributes of the ideal, target customer.
	c.	is a hypothetical archetype of the ideal, target customer.
	d.	is developed from data about the ideal, target customers demographics, lifestyle choices, etc.
	e.	All of the above are correct.

Key Success Your Enterprise Competitor Alpha Competitor Beta

Factors Weighted Weighted Weighted

Weight Rating Score Rating Score Rating Score

Quality .35 4 1.40 2 .70 1 .35

Service .20 4 .80 2 .40 2 .40

Convenience .15 2 .30 4 .60 1 .15

On-Time Delivery .20 2 .40 4 .80 2 .40

Location .10 3 .30 1 .10 2 .20

TOTAL 1.00 3.20 2.60 1.50

Based on the Competitive Strength Grid above, which of the following statements is true?

	a.	Overall, Competitor Beta is the strongest of these three companies.
	b.	Your enterprises most serious weakness is its poor quality.
	c.	Your enterprises most vulnerable point against these two competitors is in the area of on-time delivery.
	d.	The least important of the key success factors is location.
	e.	Forget Blue Oceans: Service and Quality in your enterprise require major upgrades!