Question 1

_____ is useful in the identification of an organization's most profitable customers and prospects.

Accepted Answer

A)  Information searches 
B)  A marketing-controlled source 
C)  Data mining 
D)  A distribution intermediary 
E)  Knowledge interpolation 
A)  Information searches 
B)  A marketing-controlled source 
C)  Data mining 
D)  A distribution intermediary 
E)  Knowledge interpolation

Question 2

Using _____ interactions with customers while they were shopping in the store,Les Ailes de la Mode,a Quebec specialty retailer,learned that its customers wanted more and better trained store personnel.

Accepted Answer

A)  transaction-based 
B)  Web-based 
C)  retail-centric 
D)  relationship-based 
E)  point-of-sale 
A)  transaction-based 
B)  Web-based 
C)  retail-centric 
D)  relationship-based 
E)  point-of-sale

Question 3

Volvo has a concept car Web site that caters to car enthusiasts who might want to see concept cars evolve into real life products.A "Forum" section allows people to submit opinions and questions--enabling Volvo to gauge consumer reaction to new ideas.Volvo is sending and receiving communications from consumers through _____ interactions.

Accepted Answer

A)  relationship-based 
B)  product-centric 
C)  transaction-based 
D)  technology-centric 
E)  Web-based 
A)  relationship-based 
B)  product-centric 
C)  transaction-based 
D)  technology-centric 
E)  Web-based

Question 4

A manufacturer of craft items used in home decorating could promote its stencil designs to subscribers to The Artistic Stenciler,the official magazine of the Stencil Artisans League.In this way,the manufacturer could use one-to-one marketing to:

Accepted Answer

A)  cross-sell 
B)  engage in disintermediation 
C)  induce product trial 
D)  reduce cognitive dissonance 
E)  reinforce purchase decisions 
A)  cross-sell 
B)  engage in disintermediation 
C)  induce product trial 
D)  reduce cognitive dissonance 
E)  reinforce purchase decisions

Question 5

Which of the following statements about touch points is true?

Accepted Answer

A)  Data gathered at external touch points,once interpreted,provide information that affects internal touch points. 
B)  A customer applying for a credit card is an example of an external touch point. 
C)  The marketing research department of a company with a CRM system is an example of an internal touch point. 
D)  A customer complaint is an example of an external touch point. 
E)  All of these statements about touch points are true. 
A)  Data gathered at external touch points,once interpreted,provide information that affects internal touch points. 
B)  A customer applying for a credit card is an example of an external touch point. 
C)  The marketing research department of a company with a CRM system is an example of an internal touch point. 
D)  A customer complaint is an example of an external touch point. 
E)  All of these statements about touch points are true.

Question 6

_____ is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer segments.

Accepted Answer

A)  Organizational optimization 
B)  Consumer relationship marketing (CRM) 
C)  Total quality management (TQM) 
D)  Customer relationship management (CRM) 
E)  Market aggregation 
A)  Organizational optimization 
B)  Consumer relationship marketing (CRM) 
C)  Total quality management (TQM) 
D)  Customer relationship management (CRM) 
E)  Market aggregation

Question 7

_____ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.

Accepted Answer

A)  Consumer learning 
B)  Customerization 
C)  Empowerment 
D)  Autonomy 
E)  Interaction 
A)  Consumer learning 
B)  Customerization 
C)  Empowerment 
D)  Autonomy 
E)  Interaction

Question 8

Which of the following statements about the CRM cycle is true?

Accepted Answer

A)  The letters CRM are an acronym for consumer relationship marketing. 
B)  The CRM cycle does not affect employees outside the marketing and management functional areas. 
C)  The CRM cycle is continuous and circular with no predefined start or end point. 
D)  The CRM cycle takes a simplistic perspective on customers. 
E)  All of these statements about the CRM cycle are true. 
A)  The letters CRM are an acronym for consumer relationship marketing. 
B)  The CRM cycle does not affect employees outside the marketing and management functional areas. 
C)  The CRM cycle is continuous and circular with no predefined start or end point. 
D)  The CRM cycle takes a simplistic perspective on customers. 
E)  All of these statements about the CRM cycle are true.

Question 9

Alexis is very interested in developing a mailing list of people who enjoy stenciling as a hobby.She has offered to purchase a list of the current members of the Stencil Artisans League.Alexis is building a(n)_____ list.

Accepted Answer

A)  actionable 
B)  e-mail 
C)  response 
D)  compiled 
E)  predictive 
A)  actionable 
B)  e-mail 
C)  response 
D)  compiled 
E)  predictive

Question 10

Synavant is a pharmaceutical company in Toronto,Ontario.Its director of business development told a group of investors,"There is a single database repository in this company from which everybody can access data about a customer or potential customers." Synavant is most likely using:

Accepted Answer

A)  learned research 
B)  stimulus/response marketing 
C)  knowledge management 
D)  sales-oriented marketing 
E)  motivational research 
A)  learned research 
B)  stimulus/response marketing 
C)  knowledge management 
D)  sales-oriented marketing 
E)  motivational research

Question 11

Once a credit card is swiped,the retailer captures information about the product being purchased and information about the customer's credit history.

Accepted Answer

A) True 
 B)False

Question 12

Hudson's Bay Company has Canada's largest reward program-HBC Rewards,which enables members to earn points at the Hudson's Bay family of stores,including The Bay,Zellers,Home Outfitters,and hbc.com.Consumers can redeem points for over 600 rewards in the HBC Rewards catalogue,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.Which of the following provides the most likely reason why Hudson's Bay Company implemented this reward program?

Accepted Answer

A)  to reduce problems associated with cultural diversity 
B)  to make sure the 80/20 principle is not influencing its activities 
C)  to retain loyal customers 
D)  to create cognitive dissonance 
E)  to lessen the importance of customer service 
A)  to reduce problems associated with cultural diversity 
B)  to make sure the 80/20 principle is not influencing its activities 
C)  to retain loyal customers 
D)  to create cognitive dissonance 
E)  to lessen the importance of customer service

Question 13

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." How should the cycle be described?

Accepted Answer

On the surface,CRM may seem like simplis

Question 14

A _____ is essentially a very large,corporate-wide database,culled from a number of separate systems,such as billing,accounting,order fulfillment,distribution,customer service,and marketing and sales,already in place within an organization.

Accepted Answer

A)  data mart 
B)  customer information system 
C)  data warehouse 
D)  decision support system 
E)  data cluster 
A)  data mart 
B)  customer information system 
C)  data warehouse 
D)  decision support system 
E)  data cluster

Question 15

In a CRM system,_____ are those areas of the business where customer data are gathered and used to guide and direct the decision making within that business unit.

Accepted Answer

A)  touch points 
B)  focus areas 
C)  data mining 
D)  information search periods 
E)  observational points 
A)  touch points 
B)  focus areas 
C)  data mining 
D)  information search periods 
E)  observational points

Question 16

An organization should view all transactions as:

Accepted Answer

A)  simply a financial exchange 
B)  deleterious to customer relationship management 
C)  the opportunity to collect vast amounts of data about the customer 
D)  the creation of customer-organization synergy 
E)  the closing of a channel 
A)  simply a financial exchange 
B)  deleterious to customer relationship management 
C)  the opportunity to collect vast amounts of data about the customer 
D)  the creation of customer-organization synergy 
E)  the closing of a channel

Question 17

What is a touch point? Give two examples of touch points..

Accepted Answer

Touch points are all possible areas of a

Question 18

In customer relationship management,a marketing channel is the:

Accepted Answer

A)  link between the retailer and the consumer 
B)  method used to facilitate all communications 
C)  structure that moves products from producer to ultimate consumer 
D)  Internet link between a manufacturer and the retailer 
E)  direct link to the ultimate consumer from the manufacturer 
A)  link between the retailer and the consumer 
B)  method used to facilitate all communications 
C)  structure that moves products from producer to ultimate consumer 
D)  Internet link between a manufacturer and the retailer 
E)  direct link to the ultimate consumer from the manufacturer

Question 19

SCENARIOS
Butterball Turkey
In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come.
-Refer to Blood Services.The card sent by the organization is an example of:

Accepted Answer

A)  a touch point 
B)  transformational exchange 
C)  a predictive campaign 
D)  a point-of-sale interaction 
E)  a service message 
A)  a touch point 
B)  transformational exchange 
C)  a predictive campaign 
D)  a point-of-sale interaction 
E)  a service message

Question 20

In Canada,Kraft Foods has launched its Web site (www.kraftcanada.com)with enhanced content that provides "what we [Kraft Foods] knew our consumers were looking for,based on the information they had shared." Kraft Foods is using _____ interactions to send and receive communications from its customers.

Accepted Answer

A)  Web-based 
B)  product-centric 
C)  point-of-sale 
D)  transaction-based 
E)  technology-centric 
A)  Web-based 
B)  product-centric 
C)  point-of-sale 
D)  transaction-based 
E)  technology-centric

_____ is useful in the identification of an organization's most profitable customers and prospects.

Using _____ interactions with customers while they were shopping in the store,Les Ailes de la Mode,a Quebec specialty retailer,learned that its customers wanted more and better trained store personnel.

A manufacturer of craft items used in home decorating could promote its stencil designs to subscribers to The Artistic Stenciler,the official magazine of the Stencil Artisans League.In this way,the manufacturer could use one-to-one marketing to:

Which of the following statements about touch points is true?

_____ is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer segments.

_____ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.

Which of the following statements about the CRM cycle is true?

Alexis is very interested in developing a mailing list of people who enjoy stenciling as a hobby.She has offered to purchase a list of the current members of the Stencil Artisans League.Alexis is building a(n)_____ list.

Synavant is a pharmaceutical company in Toronto,Ontario.Its director of business development told a group of investors,"There is a single database repository in this company from which everybody can access data about a customer or potential customers." Synavant is most likely using:

Once a credit card is swiped,the retailer captures information about the product being purchased and information about the customer's credit history.

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." How should the cycle be described?

A _____ is essentially a very large,corporate-wide database,culled from a number of separate systems,such as billing,accounting,order fulfillment,distribution,customer service,and marketing and sales,already in place within an organization.

In a CRM system,_____ are those areas of the business where customer data are gathered and used to guide and direct the decision making within that business unit.

An organization should view all transactions as:

What is a touch point? Give two examples of touch points..

In customer relationship management,a marketing channel is the:

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Filters

Exam 20: Customer Relationship Management

_____ is useful in the identification of an organization's most profitable customers and prospects.

Using _____ interactions with customers while they were shopping in the store,Les Ailes de la Mode,a Quebec specialty retailer,learned that its customers wanted more and better trained store personnel.

A manufacturer of craft items used in home decorating could promote its stencil designs to subscribers to The Artistic Stenciler,the official magazine of the Stencil Artisans League.In this way,the manufacturer could use one-to-one marketing to:

Which of the following statements about touch points is true?

_____ is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer segments.

_____ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.

Which of the following statements about the CRM cycle is true?

Alexis is very interested in developing a mailing list of people who enjoy stenciling as a hobby.She has offered to purchase a list of the current members of the Stencil Artisans League.Alexis is building a(n)_____ list.

Synavant is a pharmaceutical company in Toronto,Ontario.Its director of business development told a group of investors,"There is a single database repository in this company from which everybody can access data about a customer or potential customers." Synavant is most likely using:

Once a credit card is swiped,the retailer captures information about the product being purchased and information about the customer's credit history.

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." How should the cycle be described?

A _____ is essentially a very large,corporate-wide database,culled from a number of separate systems,such as billing,accounting,order fulfillment,distribution,customer service,and marketing and sales,already in place within an organization.

In a CRM system,_____ are those areas of the business where customer data are gathered and used to guide and direct the decision making within that business unit.

An organization should view all transactions as:

What is a touch point? Give two examples of touch points..

In customer relationship management,a marketing channel is the:

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Filters