Question 1

When a customer "opts-in" they are allowing the organization to market to them.

Accepted Answer

A) True 
 B)False

Question 2

A data mart is a

Accepted Answer

A) data warehouse in digital form. 
B) collection of data processing models. 
C) subset of a data warehouse. 
D) syndicated approach to managing marketing research information. 
E) contemporary source of data processing programs. 
A) data warehouse in digital form. 
B) collection of data processing models. 
C) subset of a data warehouse. 
D) syndicated approach to managing marketing research information. 
E) contemporary source of data processing programs.

Question 3

Roughly how many call centers are currently in the United States?

Accepted Answer

A) 1000 
B) 10000 
C) 100000 
D) 1000000 
E) none of the above 
A) 1000 
B) 10000 
C) 100000 
D) 1000000 
E) none of the above

Question 4

Customer Interaction Centers work with all of the interactive technologies except which of the following?

Accepted Answer

A) land-based telephones 
B) cell phones 
C) Twitter 
D) Facebook 
E) all of the above 
A) land-based telephones 
B) cell phones 
C) Twitter 
D) Facebook 
E) all of the above

Question 5

Learning relationships are

Accepted Answer

A) based on the fact that in B2B dyads, the high-tech customer will teach the vendor about market dynamics in the industry. 
B) possible when there is dialogue. 
C) possible because of the large number of well-informed companies. 
D) common among couples but not relevant in the business world. 
E) A and C 
A) based on the fact that in B2B dyads, the high-tech customer will teach the vendor about market dynamics in the industry. 
B) possible when there is dialogue. 
C) possible because of the large number of well-informed companies. 
D) common among couples but not relevant in the business world. 
E) A and C

Question 6

Sales force automation is most applicable to which of the following?

Accepted Answer

A) B2B markets 
B) B2C markets 
C) both B2B and B2C markets 
D) firms in defense industries 
E) firms whose customers buy in repetitive buying cycles 
A) B2B markets 
B) B2C markets 
C) both B2B and B2C markets 
D) firms in defense industries 
E) firms whose customers buy in repetitive buying cycles

Question 7

Touchpoints are any point of contact that a customer or prospect has with a company including phone inquiries, e-mail inquiries, even return desks for socks a person doesn't want anymore.

Accepted Answer

A) True 
 B)False

Question 8

Customization exists when a manufacturer designs a product or Website to suit a customer's individualized needs.

Accepted Answer

A) True 
 B)False

Question 9

CRM is

Accepted Answer

A) applicable to both acquiring new customers and retaining old customers. 
B) only applicable to customer retention and growth. 
C) primarily concerned with feeding the pipeline with new customers since companies lose 40% of their customers each year. 
D) the forerunner of the 4Ps. 
E) both C and D 
A) applicable to both acquiring new customers and retaining old customers. 
B) only applicable to customer retention and growth. 
C) primarily concerned with feeding the pipeline with new customers since companies lose 40% of their customers each year. 
D) the forerunner of the 4Ps. 
E) both C and D

Question 10

Which of the following does NOT belong in the multichannel environment?

Accepted Answer

A) social media 
B) in-person interactions 
C) customer clearing houses 
D) websites 
E) product scanning 
A) social media 
B) in-person interactions 
C) customer clearing houses 
D) websites 
E) product scanning

Question 11

CRM applications have led to universal success for companies-especially in the U.S.

Accepted Answer

A) True 
 B)False

Question 12

Friendly relationships are

Accepted Answer

A) based on satisfaction. 
B) based on product parity. 
C) not based on trust. 
D) based on differential value. 
E) A and B are correct 
A) based on satisfaction. 
B) based on product parity. 
C) not based on trust. 
D) based on differential value. 
E) A and B are correct

Question 13

When a customer can easily switch all or part of his buying from one vendor to another, which of the following exists?

Accepted Answer

A) share market environment 
B) lost for good market environment 
C) monopolistic market environment 
D) pure competition 
E) oligopolistic market environment 
A) share market environment 
B) lost for good market environment 
C) monopolistic market environment 
D) pure competition 
E) oligopolistic market environment

Question 14

Transaction marketing

Accepted Answer

A) is the opposite of relationship marketing. 
B) focuses on the sale. 
C) is not concerned about the future of a relationship. 
D) had led to the development of CRM. 
E) A, B, and C are all aspects of transaction marketing. 
A) is the opposite of relationship marketing. 
B) focuses on the sale. 
C) is not concerned about the future of a relationship. 
D) had led to the development of CRM. 
E) A, B, and C are all aspects of transaction marketing.

Question 15

CRM enhances a firm's ability to be more productive in all of the following areas except which of the following?

Accepted Answer

A) managing migration 
B) customer acquisition 
C) customer development 
D) winning back defectors 
E) mass media advertising 
A) managing migration 
B) customer acquisition 
C) customer development 
D) winning back defectors 
E) mass media advertising

Question 16

CRM enables companies to do all of the following EXCEPT which of the following?

Accepted Answer

A) Manage upward migration 
B) Improve cueing 
C) Match callers with the most appropriate CSP 
D) Train customers to use the most profitable channels 
E) More effectively manage the 4Ps 
A) Manage upward migration 
B) Improve cueing 
C) Match callers with the most appropriate CSP 
D) Train customers to use the most profitable channels 
E) More effectively manage the 4Ps

Question 17

The biggest single contribution of CRM on company business is

Accepted Answer

A) its focus on making every single transaction profitable. 
B) its elimination of wasteful advertising and promotional expenses. 
C) providing the ultimate in customer experience through single channels. 
D) automating nearly all customer interactions. 
E) none of the above 
A) its focus on making every single transaction profitable. 
B) its elimination of wasteful advertising and promotional expenses. 
C) providing the ultimate in customer experience through single channels. 
D) automating nearly all customer interactions. 
E) none of the above

Question 18

Which of the following is false?

Accepted Answer

A) Offensive marketing typically refers to activities aimed at increasing the size of a firm's customer base. 
B) Defensive marketing refers to activities aimed at existing customers. 
C) Customer retention and service recovery efforts are types of defensive marketing. 
D) Mass marketing refers to activities aimed at existing customers. 
E) All are correct. 
A) Offensive marketing typically refers to activities aimed at increasing the size of a firm's customer base. 
B) Defensive marketing refers to activities aimed at existing customers. 
C) Customer retention and service recovery efforts are types of defensive marketing. 
D) Mass marketing refers to activities aimed at existing customers. 
E) All are correct.

Question 19

Which of the following is NOT a reason why companies should be concerned about multi-channel customers?

Accepted Answer

A) They spend more than 2-4 times what single-channel customers spend. 
B) They can be 25-50 percent more profitable than single-channel users. 
C) They are 5-10 times as likely to make overseas purchases. 
D) They may use store, telephone, ATM, catalog, and online modes to purchase products from a company. 
E) All of the above are true 
A) They spend more than 2-4 times what single-channel customers spend. 
B) They can be 25-50 percent more profitable than single-channel users. 
C) They are 5-10 times as likely to make overseas purchases. 
D) They may use store, telephone, ATM, catalog, and online modes to purchase products from a company. 
E) All of the above are true

Question 20

A company's goal should be which of the following?

Accepted Answer

A) To attract the greatest number of customers, realizing that some may not be profitable. 
B) To maximize market share while reducing costs. 
C) To attract the greatest number of profitable customers. 
D) To maximize transactional revenue. 
E) To minimize SKEW while maximizing ROI. 
A) To attract the greatest number of customers, realizing that some may not be profitable. 
B) To maximize market share while reducing costs. 
C) To attract the greatest number of profitable customers. 
D) To maximize transactional revenue. 
E) To minimize SKEW while maximizing ROI.

When a customer "opts-in" they are allowing the organization to market to them.

A data mart is a

Roughly how many call centers are currently in the United States?

Customer Interaction Centers work with all of the interactive technologies except which of the following?

Learning relationships are

Sales force automation is most applicable to which of the following?

Touchpoints are any point of contact that a customer or prospect has with a company including phone inquiries, e-mail inquiries, even return desks for socks a person doesn't want anymore.

Customization exists when a manufacturer designs a product or Website to suit a customer's individualized needs.

CRM is

Which of the following does NOT belong in the multichannel environment?

CRM applications have led to universal success for companies-especially in the U.S.

Friendly relationships are

When a customer can easily switch all or part of his buying from one vendor to another, which of the following exists?

Transaction marketing

CRM enhances a firm's ability to be more productive in all of the following areas except which of the following?

CRM enables companies to do all of the following EXCEPT which of the following?

The biggest single contribution of CRM on company business is

Which of the following is false?

Which of the following is NOT a reason why companies should be concerned about multi-channel customers?

A company's goal should be which of the following?

The History and Development of CRM

Relationship Marketing and CRM

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters

Exam 1: Introduction to Customer Relationship Management

When a customer "opts-in" they are allowing the organization to market to them.

A data mart is a

Roughly how many call centers are currently in the United States?

Customer Interaction Centers work with all of the interactive technologies except which of the following?

Learning relationships are

Sales force automation is most applicable to which of the following?

Touchpoints are any point of contact that a customer or prospect has with a company including phone inquiries, e-mail inquiries, even return desks for socks a person doesn't want anymore.

Customization exists when a manufacturer designs a product or Website to suit a customer's individualized needs.

CRM is

Which of the following does NOT belong in the multichannel environment?

CRM applications have led to universal success for companies-especially in the U.S.

Friendly relationships are

When a customer can easily switch all or part of his buying from one vendor to another, which of the following exists?

Transaction marketing

CRM enhances a firm's ability to be more productive in all of the following areas except which of the following?

CRM enables companies to do all of the following EXCEPT which of the following?

The biggest single contribution of CRM on company business is

Which of the following is false?

Which of the following is NOT a reason why companies should be concerned about multi-channel customers?

A company's goal should be which of the following?

The History and Development of CRM

Relationship Marketing and CRM

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters