Question 1

Important tools that aid firms in customizing products to groups of customers or individuals include ________ strategies that reside on the company's web and e-mail servers, and ________ strategies that are initiated by internet users.

Accepted Answer

A)   push; pull
B)   pull; push
C)   marketing; brochureware
D)   marketing; inquiryE) All of the above
F) B) and C)

Question 2

Which of the following is referred to as level one of relationship marketing?

Accepted Answer

A)   Marketers learn the names and needs of customers
B)   Marketers create solid solutions to customer problems
C)   Marketers build a financial bond with customers by using pricing strategies
D)   Marketers stimulate social interaction with customersE) All of the above
F) C) and D) C

Question 3

Most customers would prefer to be brand disloyal in favor of finding the lowest price for each purchase, so marketers must entice them into loyalty through special offers.

Accepted Answer

A) True 
 B)False

Question 4

Software agents such as shopping agents and search engines ________.

Accepted Answer

A)   scour the internet for terms matching the users' search criteria
B)   use web portals to access partner information
C)   are forms of experiential marketing
D)   match user input to databases and return customized informationE) A) and B)
F) All of the above

Question 5

One important tenet of CRM is that it is better to attract, retain, and grow customers than to focus only on customer acquisition.

Accepted Answer

A) True 
 B)False

Question 6

When everyone in the company who touches the customer understands all aspects of the customer's relationship with the company, this is regarded as ________.

Accepted Answer

A)   owning the customer's total experience
B)   streamlining business processes that impact the customer
C)   having a 360-degree view of the customer relationship
D)   fostering communityE) B) and C)
F) C) and D)

Question 7

Customer service occurs only post-purchase when customers have questions or complaints.

Accepted Answer

A) True 
 B)False

Question 8

The text notes that relationship marketing is practiced on three levels. Describe each of the three levels from the lowest to the highest.

Accepted Answer

-Level one is financial. Differentiation...

Question 9

Companies obtain transactional, behavioral, and interaction data about prospects, business customers, and end customers through ________.

Accepted Answer

A)   personal disclosure
B)   automated tracking of the sales force
C)   website activity
D)   all of the aboveE) B) and C)
F) None of the above

Question 10

Social CRM means that companies must interact with customers ________.

Accepted Answer

A)   on the customer's terms
B)   based on company data
C)   based on company strategy
D)   based on company desiresE) C) and D)
F) None of the above

Question 11

All of the following are metrics used to assess the internet's value in delivering CRM except ________.

Accepted Answer

A)   lifetime value (LTV) 
B)   cost savings
C)   employee satisfaction
D)   customer satisfactionE) A) and B)
F) A) and C)

Question 12

Permission marketing dictates that customers will be pleased to receive e-mail for which they have opted-in.

Accepted Answer

A) True 
 B)False

Question 13

Using _________ firms can develop customized web pages based on visitor behavior.

Accepted Answer

A)   Web log analysis
B)   ongoing e-mail
C)   client-side tools
D)   agentsE) None of the above
F) B) and D)

Question 14

Which of the following represents a major shift in current marketing practice?

Accepted Answer

A)   From high fixed costs to low fixed costs
B)   From mass marketing to individualized marketing
C)   From focusing on a small base of customers to focusing on acquiring many new customers
D)   All of the aboveE) A) and B)
F) A) and C)

Question 15

As more companies integrate customer relationship management (CRM)  and supply chain management (SCM)  activities ________.

Accepted Answer

A)   they will experience an increase in variable costs
B)   they will slightly less able to learn how to create value throughout the supply chain
C)   they will become more responsive to individual customer needs
D)   all of the aboveE) None of the above
F) All of the above

Question 16

Which of the following is a facet of customer relationship management (CRM) ?

Accepted Answer

A)   customer service
B)   sales force automation
C)   marketing automation
D)   all of the aboveE) All of the above
F) None of the above

Question 17

Discuss the major principles behind Social CRM (CRM 2.0), and contrast it with CRM 1.0.

Accepted Answer

-Social CRM (CRM 2.0) retains all the tenets of CRM 1.0. However, it adds social media technology and customer collaborative conversations to the process.
-Social CRM means that companies must interact with customers on their terms, and not based solely on the company's data, strategy and desire.
-Social CRM extends CRM 1.0, but does not replace it; in CRM 1.0, customers would forward e-mails to friends or talk in business meetings about products.
-Social CRM added more conversation among customers due to social media and gave companies many additional media for building long-term customer relationships and sales.

Question 18

In order to keep customers from viewing their communications as spam, the firm should build relationships by ________.

Accepted Answer

A)   offering promotions
B)   purchasing new consumer lists periodically
C)   using consumer information to build more precise target profiles
D)   rewarding customers for giving out their friend's e-mail addressesE) B) and D)
F) A) and B)

Question 19

Personalization involves ways that marketers individualize in an impersonal, computer networked environment.

Accepted Answer

A) True 
 B)False

Question 20

Social CRM does not retain any of the tenets of CRM 1.0.

Accepted Answer

A) True 
 B)False  False

Exam 15: Customer Relationship Management

Important tools that aid firms in customizing products to groups of customers or individuals include strategies that reside on the company's web and e-mail servers, and strategies that are initiated by internet users.

Correct Answer
verified

Which of the following is referred to as level one of relationship marketing?

Correct Answer
verified
C

Most customers would prefer to be brand disloyal in favor of finding the lowest price for each purchase, so marketers must entice them into loyalty through special offers.

Correct Answer
verified

Software agents such as shopping agents and search engines ________.

Correct Answer
verified

One important tenet of CRM is that it is better to attract, retain, and grow customers than to focus only on customer acquisition.

Correct Answer
verified

When everyone in the company who touches the customer understands all aspects of the customer's relationship with the company, this is regarded as ________.

Correct Answer
verified

Customer service occurs only post-purchase when customers have questions or complaints.

Correct Answer
verified

The text notes that relationship marketing is practiced on three levels. Describe each of the three levels from the lowest to the highest.

Correct Answer
verified
-Level one is financial. Differentiation...
View Answer

Companies obtain transactional, behavioral, and interaction data about prospects, business customers, and end customers through ________.

Correct Answer
verified

Social CRM means that companies must interact with customers ________.

Correct Answer
verified

All of the following are metrics used to assess the internet's value in delivering CRM except ________.

Correct Answer
verified

Permission marketing dictates that customers will be pleased to receive e-mail for which they have opted-in.

Correct Answer
verified

Using _________ firms can develop customized web pages based on visitor behavior.

Correct Answer
verified

Which of the following represents a major shift in current marketing practice?

Correct Answer
verified

As more companies integrate customer relationship management (CRM) and supply chain management (SCM) activities ________.

Correct Answer
verified

Which of the following is a facet of customer relationship management (CRM) ?

Correct Answer
verified

Discuss the major principles behind Social CRM (CRM 2.0), and contrast it with CRM 1.0.

In order to keep customers from viewing their communications as spam, the firm should build relationships by ________.

Correct Answer
verified

Personalization involves ways that marketers individualize in an impersonal, computer networked environment.

Correct Answer
verified

Social CRM does not retain any of the tenets of CRM 1.0.

Correct Answer
verified
False

Exam 15: Customer Relationship Management

Important tools that aid firms in customizing products to groups of customers or individuals include ________ strategies that reside on the company's web and e-mail servers, and ________ strategies that are initiated by internet users.

Correct AnswerverifiedShow Answer

Which of the following is referred to as level one of relationship marketing?

Correct AnswerverifiedC

Most customers would prefer to be brand disloyal in favor of finding the lowest price for each purchase, so marketers must entice them into loyalty through special offers.

Correct AnswerverifiedShow Answer

Software agents such as shopping agents and search engines ________.

Correct AnswerverifiedShow Answer

One important tenet of CRM is that it is better to attract, retain, and grow customers than to focus only on customer acquisition.

Correct AnswerverifiedShow Answer

When everyone in the company who touches the customer understands all aspects of the customer's relationship with the company, this is regarded as ________.

Correct AnswerverifiedShow Answer

Customer service occurs only post-purchase when customers have questions or complaints.

Correct AnswerverifiedShow Answer

The text notes that relationship marketing is practiced on three levels. Describe each of the three levels from the lowest to the highest.

Correct Answerverified-Level one is financial. Differentiation...View AnswerShow Answer

Companies obtain transactional, behavioral, and interaction data about prospects, business customers, and end customers through ________.

Correct AnswerverifiedShow Answer

Social CRM means that companies must interact with customers ________.

Correct AnswerverifiedShow Answer

All of the following are metrics used to assess the internet's value in delivering CRM except ________.

Correct AnswerverifiedShow Answer

Permission marketing dictates that customers will be pleased to receive e-mail for which they have opted-in.

Correct AnswerverifiedShow Answer

Using _________ firms can develop customized web pages based on visitor behavior.

Correct AnswerverifiedShow Answer

Which of the following represents a major shift in current marketing practice?

Correct AnswerverifiedShow Answer

As more companies integrate customer relationship management (CRM) and supply chain management (SCM) activities ________.

Correct AnswerverifiedShow Answer

Which of the following is a facet of customer relationship management (CRM) ?

Correct AnswerverifiedShow Answer

Discuss the major principles behind Social CRM (CRM 2.0), and contrast it with CRM 1.0.

In order to keep customers from viewing their communications as spam, the firm should build relationships by ________.

Correct AnswerverifiedShow Answer

Personalization involves ways that marketers individualize in an impersonal, computer networked environment.

Correct AnswerverifiedShow Answer

Social CRM does not retain any of the tenets of CRM 1.0.

Correct AnswerverifiedFalse

Important tools that aid firms in customizing products to groups of customers or individuals include strategies that reside on the company's web and e-mail servers, and strategies that are initiated by internet users.

Correct Answer
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Correct Answer
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C

Correct Answer
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Correct Answer
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-Level one is financial. Differentiation...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False