Question 1

Return on marketing investment (ROMI) looks at marketing as an investment, not an expense.

Accepted Answer

A) True 
 B)False

Question 2

________ is an analytic method that predicts a customer's preferences for products or services based on the observed preferences of customers who are perceived to be similar.

Accepted Answer

A)  Collaborative filtering 
B)  Attribution 
C)  Targeting 
D)  Content filtering 
E)  Content segmenting 
A)  Collaborative filtering 
B)  Attribution 
C)  Targeting 
D)  Content filtering 
E)  Content segmenting

Question 3

When a salesperson calls on a prospect and meets face to face, it is an example of an interactive touchpoint.

Accepted Answer

A) True 
 B)False

Question 4

One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.

Accepted Answer

A)  long-term strategic goals 
B)  short-term incremental profits and expenditures 
C)  long-term relationship marketing goals 
D)  short-term tactical perspective 
E)  short-term target marketing goals 
A)  long-term strategic goals 
B)  short-term incremental profits and expenditures 
C)  long-term relationship marketing goals 
D)  short-term tactical perspective 
E)  short-term target marketing goals

Question 5

The use of ________ at an early stage in a customer's exploration of an e-commerce website can provide insight into the state of his or her intentions.

Accepted Answer

A)  web logs 
B)  social media 
C)  competitive surfing 
D)  phishing 
E)  clickstream data 
A)  web logs 
B)  social media 
C)  competitive surfing 
D)  phishing 
E)  clickstream data

Question 6

________ data refers to data that is generated in such a way that a logical organization is imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge creation.

Accepted Answer

A)  Big 
B)  Abstract 
C)  Structured 
D)  Unstructured 
E)  Concrete 
A)  Big 
B)  Abstract 
C)  Structured 
D)  Unstructured 
E)  Concrete

Question 7

Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in customer relationship management.

Accepted Answer

A) True 
 B)False

Question 8

In the CRM process cycle, ________ is the process of analyzing the customer information acquired through various customer touchpoints.

Accepted Answer

A)  analysis and refinement 
B)  supplier interface 
C)  customer interaction 
D)  marketing planning 
E)  knowledge discovery 
A)  analysis and refinement 
B)  supplier interface 
C)  customer interaction 
D)  marketing planning 
E)  knowledge discovery

Question 9

When the online shore store Zappos collects information on the average dollar amount a customer spends in a single transaction, it is using descriptive analytics.

Accepted Answer

A) True 
 B)False

Question 10

________ relates to the different types of data, including text, video, images, and audio, to name a few types.

Accepted Answer

A)  Volume 
B)  Velocity 
C)  Variety 
D)  Veracity 
E)  Value 
A)  Volume 
B)  Velocity 
C)  Variety 
D)  Veracity 
E)  Value

Question 11

Customer loyalty is defined as ________.

Accepted Answer

A)  retention of satisfied and loyal profitable customers and channels 
B)  the degree to which an individual will resist switching from one offering to another 
C)  the total number of customers who purchase a product 
D)  increased individual customer margins, while offering the right products at the right time 
E)  the likelihood that a customer becomes a buzz marketer 
A)  retention of satisfied and loyal profitable customers and channels 
B)  the degree to which an individual will resist switching from one offering to another 
C)  the total number of customers who purchase a product 
D)  increased individual customer margins, while offering the right products at the right time 
E)  the likelihood that a customer becomes a buzz marketer

Question 12

________ relates to the frequency at which data is generated over time and the speed at which it can and should be analyzed and used.

Accepted Answer

A)  Volume 
B)  Velocity 
C)  Variety 
D)  Veracity 
E)  Value 
A)  Volume 
B)  Velocity 
C)  Variety 
D)  Veracity 
E)  Value

Question 13

Two primary goals of any dashboard are diagnostic insight and ________.

Accepted Answer

A)  intuitive insight 
B)  intuitive focus 
C)  predictive foresight 
D)  assuming results 
E)  dictating goals 
A)  intuitive insight 
B)  intuitive focus 
C)  predictive foresight 
D)  assuming results 
E)  dictating goals

Question 14

Marketing planning is the first phase of the customer relationship management (CRM) process cycle.

Accepted Answer

A) True 
 B)False

Question 15

Tamra was so upset about how she was treated when she went on the Eiffel Tower tour that she recorded a video rant and posted it on YouTube. This is an example of ________ data.

Accepted Answer

A)  unsecured 
B)  abstract 
C)  structured 
D)  unstructured 
E)  soft 
A)  unsecured 
B)  abstract 
C)  structured 
D)  unstructured 
E)  soft

Question 16

Describe the two goals of a marketing dashboard, and at least five of the elements that comprise it.

Accepted Answer

Two primary goals of any dashboard are d

Question 17

Mr. Evans is a fan of using Big Data because of its ability to generate a large amount of data that can be organized and quantified. Mr. Evans likes the ________ characteristic of Big Data.

Accepted Answer

A)  volume 
B)  velocity 
C)  variety 
D)  veracity 
E)  value 
A)  volume 
B)  velocity 
C)  variety 
D)  veracity 
E)  value

Question 18

Bjorn felt that the focus groups did not give him enough quantitative information to make a decision, so he directed his managers to conduct surveys online and look for secondary research. Which characteristic of Big Data is Bjorn trying to achieve?

Accepted Answer

A)  volume 
B)  velocity 
C)  variety 
D)  veracity 
E)  value 
A)  volume 
B)  velocity 
C)  variety 
D)  veracity 
E)  value

Question 19

It is possible today to calculate the total financial returns for each customer.

Accepted Answer

A) True 
 B)False

Question 20

Increasing formalization of customer analysis processes is a component of a customer-centric culture.

Accepted Answer

A) True 
 B)False

Return on marketing investment (ROMI) looks at marketing as an investment, not an expense.

________ is an analytic method that predicts a customer's preferences for products or services based on the observed preferences of customers who are perceived to be similar.

When a salesperson calls on a prospect and meets face to face, it is an example of an interactive touchpoint.

One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.

The use of ________ at an early stage in a customer's exploration of an e-commerce website can provide insight into the state of his or her intentions.

________ data refers to data that is generated in such a way that a logical organization is imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge creation.

Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in customer relationship management.

In the CRM process cycle, ________ is the process of analyzing the customer information acquired through various customer touchpoints.

When the online shore store Zappos collects information on the average dollar amount a customer spends in a single transaction, it is using descriptive analytics.

________ relates to the different types of data, including text, video, images, and audio, to name a few types.

Customer loyalty is defined as ________.

________ relates to the frequency at which data is generated over time and the speed at which it can and should be analyzed and used.

Two primary goals of any dashboard are diagnostic insight and ________.

Marketing planning is the first phase of the customer relationship management (CRM) process cycle.

Tamra was so upset about how she was treated when she went on the Eiffel Tower tour that she recorded a video rant and posted it on YouTube. This is an example of ________ data.

Describe the two goals of a marketing dashboard, and at least five of the elements that comprise it.

Mr. Evans is a fan of using Big Data because of its ability to generate a large amount of data that can be organized and quantified. Mr. Evans likes the ________ characteristic of Big Data.

Bjorn felt that the focus groups did not give him enough quantitative information to make a decision, so he directed his managers to conduct surveys online and look for secondary research. Which characteristic of Big Data is Bjorn trying to achieve?

It is possible today to calculate the total financial returns for each customer.

Increasing formalization of customer analysis processes is a component of a customer-centric culture.

Marketing in Today's Business Milieu

Marketing Foundations: Global, Ethical, Sustainable

Elements of Marketing Strategy, Planning, and Competition

Market Research Essentials

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product Strategy and New Product Development

Build the Brand

Service as the Core Offering

Manage Pricing Decisions

Manage Marketing Channels, Logistics, and Supply Chain

Promotion Essentials: Digital and Social Media Marketing

Promotion Essentials: Legacy Approaches

Filters

Exam 5: CRM, Big Data, and Marketing Analytics

Return on marketing investment (ROMI) looks at marketing as an investment, not an expense.

________ is an analytic method that predicts a customer's preferences for products or services based on the observed preferences of customers who are perceived to be similar.

When a salesperson calls on a prospect and meets face to face, it is an example of an interactive touchpoint.

One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.

The use of ________ at an early stage in a customer's exploration of an e-commerce website can provide insight into the state of his or her intentions.

________ data refers to data that is generated in such a way that a logical organization is imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge creation.

Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in customer relationship management.

In the CRM process cycle, ________ is the process of analyzing the customer information acquired through various customer touchpoints.

When the online shore store Zappos collects information on the average dollar amount a customer spends in a single transaction, it is using descriptive analytics.

________ relates to the different types of data, including text, video, images, and audio, to name a few types.

Customer loyalty is defined as ________.

________ relates to the frequency at which data is generated over time and the speed at which it can and should be analyzed and used.

Two primary goals of any dashboard are diagnostic insight and ________.

Marketing planning is the first phase of the customer relationship management (CRM) process cycle.

Tamra was so upset about how she was treated when she went on the Eiffel Tower tour that she recorded a video rant and posted it on YouTube. This is an example of ________ data.

Describe the two goals of a marketing dashboard, and at least five of the elements that comprise it.

Mr. Evans is a fan of using Big Data because of its ability to generate a large amount of data that can be organized and quantified. Mr. Evans likes the ________ characteristic of Big Data.

Bjorn felt that the focus groups did not give him enough quantitative information to make a decision, so he directed his managers to conduct surveys online and look for secondary research. Which characteristic of Big Data is Bjorn trying to achieve?

It is possible today to calculate the total financial returns for each customer.

Increasing formalization of customer analysis processes is a component of a customer-centric culture.

Marketing in Today's Business Milieu

Marketing Foundations: Global, Ethical, Sustainable

Elements of Marketing Strategy, Planning, and Competition

Market Research Essentials

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product Strategy and New Product Development

Build the Brand

Service as the Core Offering

Manage Pricing Decisions

Manage Marketing Channels, Logistics, and Supply Chain

Promotion Essentials: Digital and Social Media Marketing

Promotion Essentials: Legacy Approaches

Filters