Exam 11: Relationship Marketing and Customer Relationship Management (CRM)

One of the main goals of internal marketing is to keep the employees informed about corporate goals,strategies,and customer needs.

Which of the following is true of customer relationship management systems?

In the context of strategic alliances,a cooperative relationship formed between businesses:

Successful internal marketing efforts create satisfied employees who spread positive word-of-mouth messages to relatives,friends,and acquaintances.

Which of the following is the most important measure of relationship marketing programs in both consumer and business-to-business markets?

The _____ is a sequence of suppliers that contribute to the creation and delivery of a product.

A company that gathers volunteers to try products and then relies on them to share their experiences with friends and colleagues is adopting a frequency marketing approach.

At the second level of relationship marketing continuum,the buyers and sellers develop a dependence on one another that continues to grow over time.

A downstream relationship in the supply chain refers to the relationship between a company and its customers,including the end users of its product.

Customer relationship management systems help firms to simplify complex business processes.

Widgets have become popular marketing tools as they can be easily passed on from one person to another through social networking sites.

_____ is a cooperative arrangement in which two or more businesses jointly promote each other's products.

One of the key criteria considered while forming a strategic alliance is the size and location of the partner firm.

_____ is a cooperative arrangement in which two or more businesses team up to closely link their names on a single product.

_____ is a marketing effort that gathers volunteers to try products and then relies on them to talk about their experiences with their friends and colleagues.

Explain the differences between frequency marketing and affinity marketing programs.Give an example of each.

Briefly explain the various types of relationship marketing efforts that focus on turning customers from passive partners into active proponents of a product.

A(n)_____ is a marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities.

Managerial actions that enable all members of an organization to understand,accept,and fulfill their respective roles in implementing marketing strategy are collectively referred to as _____.

_____ is a just-in-time strategy that reduces the time for which products are held in inventory,resulting in substantial cost savings.