Exam 15: Customer Relationship Management

A firm using relationship marketing focuses on ________.

Give an example of a time when you experienced some aspect of CRM via the internet. Did this experience represent a CRM success or failure in your mind? Why?

________ allows marketers to monitor users' online behavior and make instantaneous and/or automatic adjustments to online promotional offers and web content.

Post-transaction customer service is an important part of the customer care life cycle.

Explain what is meant by CRM-SCM Integration. What are the advantages of this integration for internet companies?

Through real-time chat, forums, and email postings at its website, companies are able to ________.

Lively and useful chat and forums increase repeat site visits and stickiness.

CRM allows companies to leverage their resources by investing more in the ________ customers.

If two or more companies were to link their intranet networks for the purpose of sharing information, then they would have a(n) ________.

What is the difference between push strategies and pull strategies used by firms that customize products to customers? Your answer should include an example of each.

No matter how good a company may be at retaining customers, new customer acquisition is still an important activity.

Individualized web portals are most often used to build relationships in the ________.

Unlike SCM, CRM activities usually refer to back-end operations.

Why are the three pillars of relationship management?

Which of the following is an advantage of connecting customers with supply chain businesses?

Why is it important to implement CRM effectively and efficiently? In what ways can a firm ensure that their use of CRM is both effective and efficient?

Most businesses spend more money acquiring new customers than they spend keeping current customers.

Companies can use relationship marketing techniques to build relationships with ________.