Question 1

Which of the following is a common CRM marketing database application?

Accepted Answer

A) Campaign management 
B) Designing targeted marketing communications 
C) Improving customer service 
D) Cross-selling other products or services 
E) All of these 
A) Campaign management 
B) Designing targeted marketing communications 
C) Improving customer service 
D) Cross-selling other products or services 
E) All of these

Question 2

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called:

Accepted Answer

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

Question 3

_____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.

Accepted Answer

A) Transaction management 
B) Campaign management 
C) Data mining 
D) Consumerism 
E) Knowledge management 
A) Transaction management 
B) Campaign management 
C) Data mining 
D) Consumerism 
E) Knowledge management

Question 4

Blood Services
As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign,it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?"
-Refer to Blood Services.The information about past donors is stored in the organization's:

Accepted Answer

A) integration systems. 
B) information repository. 
C) data mine. 
D) database. 
E) Spreadsheet. 
A) integration systems. 
B) information repository. 
C) data mine. 
D) database. 
E) Spreadsheet.

Question 5

Toys "R" Us collects a vast amount of data through its Web site,direct mailings,and retail stores.To be useful,all of these data would be centralized in a(n):

Accepted Answer

A) data mart. 
B) decision matrix. 
C) data warehouse. 
D) decision support system. 
E) data cluster. 
A) data mart. 
B) decision matrix. 
C) data warehouse. 
D) decision support system. 
E) data cluster.

Question 6

_____ refers to the latitude organizations give 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 7

Blood Services
As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign,it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?"
-Refer to Blood Services.The card sent by the organization is an example of a:

Accepted Answer

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

Question 8

Distinguish between a compiled list and a response list.Which is most valuable to marketers?

Accepted Answer

A RESPONSE LIST includes the names and a

Question 9

Walmart captures point-of-sale transactions from thousands of stores in several countries and continuously transmits these data to its massive data warehouse.Walmart allows more than 3,500 suppliers to access data on their products and perform data analyses.These suppliers use the data to identify customer buying patterns at the store level.They use this information to manage local store inventory and identify new merchandising opportunities.Both Walmart and its suppliers are engaged in:

Accepted Answer

A) information formatting. 
B) database enhancement. 
C) data mining. 
D) data shading. 
E) descriptive modeling. 
A) information formatting. 
B) database enhancement. 
C) data mining. 
D) data shading. 
E) descriptive modeling.

Question 10

Subaru of America targeted outdoor enthusiasts when it added an outdoor life section to its Web site,organized by area of interest.The site will serve as a platform for co-marketing and promotional programs and will allow Subaru to gather most overt and covert information.Which of the following provides the most likely reason why Subaru has added this section to its site?

Accepted Answer

A) To create cognitive dissonance 
B) To reduce problems associated with cultural diversity 
C) To increase the effectiveness of its channels of distribution 
D) To lessen the importance of customer service 
E) To design more targeted marketing communications 
A) To create cognitive dissonance 
B) To reduce problems associated with cultural diversity 
C) To increase the effectiveness of its channels of distribution 
D) To lessen the importance of customer service 
E) To design more targeted marketing communications

Question 11

Les Ailes de la Mode,a Quebec retailer,offers its customers Les Ailes MasterCard.The card is connected to a points program that offers one point for every $20 of purchases on the card and triple that on purchases made at Les Ailes.It also incorporates an electronic chip,through which a $10 coupon is awarded to each member every month via the electronic gift card (on purchases of $10 or more every month).Card members also receive free subscriptions to the retailer's Les Ailes magazine.This shows how CRM can be used:

Accepted Answer

A) to retain loyalty. 
B) in mass marketing. 
C) to increase knowledge about the competition. 
D) to create transactional relationships. 
E) to develop a compiled list. 
A) to retain loyalty. 
B) in mass marketing. 
C) to increase knowledge about the competition. 
D) to create transactional relationships. 
E) to develop a compiled list.

Question 12

According to the CEO of Allied Office Products,"We're a head-count business: I know that if you have a 60-person office,you should buy $300 worth of basic office supplies-paper,pens,staples-from us with each order,but if that's all we get,we stagnate.For us to grow,we have to convince the customer,who already likes our products and service,to buy more than just basic supplies;we have to increase the order by 10,20,or 30 times." Allied's salespeople are trained to push the company's less traditional,higher-margin lines such as coffee and refreshments,printing and forms management,and office furniture.Allied's salespeople are engaging in:

Accepted Answer

A) cross-selling. 
B) trading up. 
C) buyer empowerment. 
D) alliance building. 
E) bundling. 
A) cross-selling. 
B) trading up. 
C) buyer empowerment. 
D) alliance building. 
E) bundling.

Question 13

Many high-end hotel chains award points for every dollar spent in one of their hotels.Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights.This is an example of the leveraging of customer information to:

Accepted Answer

A) retain loyal customers. 
B) reinforce competitive promotional decisions. 
C) cross-sell other products and services. 
D) design targeted marketing communications. 
E) induce product trial by new customers. 
A) retain loyal customers. 
B) reinforce competitive promotional decisions. 
C) cross-sell other products and services. 
D) design targeted marketing communications. 
E) induce product trial by new customers.

Question 14

The process of centralizing data in a CRM system is sometimes referred to as the interpolation of external and internal touch points.

Accepted Answer

A) True 
 B)False

Question 15

Using technology provided by Smart Button software,the WNBA's Los Angeles Sparks have implemented a new system that gathers information about its best customers,season ticket holders,and rewards those customers in many ways,including free tickets to Sparks home games and cash prizes.This is an example of a(n)_____ system.

Accepted Answer

A) organizational optimization 
B) corporate relationship marketing (CRM) 
C) total quality management (TQM) 
D) customer relationship management (CRM) 
E) call response marketing (CRM) 
A) organizational optimization 
B) corporate relationship marketing (CRM) 
C) total quality management (TQM) 
D) customer relationship management (CRM) 
E) call response marketing (CRM)

Question 16

Continental Airlines has a system that captures information on everything from flight schedules,seat inventories,and customer profiles that is accessible by 35 departments and 1,300 employees.Continental's system is an example of a(n):

Accepted Answer

A) information mine. 
B) knowledge distribution center. 
C) information extraction unit. 
D) information storage unit. 
E) data warehouse. 
A) information mine. 
B) knowledge distribution center. 
C) information extraction unit. 
D) information storage unit. 
E) data warehouse.

Question 17

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 18

While many catalog retailers send out a standard catalog to all potential customers,Lands' End uses information it has gathered about customers in its CRM system to target the catalog to the individual.This approach used by Lands' End is an example of the _____ approach.

Accepted Answer

A) shotgun 
B) rifle 
C) square peg 
D) fishing pole 
E) All of these statements can be used to describe the approach used by Lands' End. 
A) shotgun 
B) rifle 
C) square peg 
D) fishing pole 
E) All of these statements can be used to describe the approach used by Lands' End.

Question 19

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Accepted Answer

A) establishing marketing objectives. 
B) capturing relevant customer data on interactions. 
C) identifying customer relationships with the organization. 
D) understanding the interactions the company has with current customers. 
E) deciding on a segmentation strategy. 
A) establishing marketing objectives. 
B) capturing relevant customer data on interactions. 
C) identifying customer relationships with the organization. 
D) understanding the interactions the company has with current customers. 
E) deciding on a segmentation strategy.

Question 20

Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products.Volvo would likely have used data mining to locate people who were car enthusiasts and innovators.

Accepted Answer

A) True 
 B)False

Which of the following is a common CRM marketing database application?

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called:

_____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.

Toys "R" Us collects a vast amount of data through its Web site,direct mailings,and retail stores.To be useful,all of these data would be centralized in a(n):

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

Distinguish between a compiled list and a response list.Which is most valuable to marketers?

Many high-end hotel chains award points for every dollar spent in one of their hotels.Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights.This is an example of the leveraging of customer information to:

The process of centralizing data in a CRM system is sometimes referred to as the interpolation of external and internal touch points.

Continental Airlines has a system that captures information on everything from flight schedules,seat inventories,and customer profiles that is accessible by 35 departments and 1,300 employees.Continental's system is an example of a(n):

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

While many catalog retailers send out a standard catalog to all potential customers,Lands' End uses information it has gathered about customers in its CRM system to target the catalog to the individual.This approach used by Lands' End is an example of the _____ approach.

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products.Volvo would likely have used data mining to locate people who were car enthusiasts and innovators.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

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

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Social Media and Marketing

Filters

Exam 21: Customer Relationship Management Crm

Which of the following is a common CRM marketing database application?

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called:

_____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.

Toys "R" Us collects a vast amount of data through its Web site,direct mailings,and retail stores.To be useful,all of these data would be centralized in a(n):

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

Distinguish between a compiled list and a response list.Which is most valuable to marketers?

Many high-end hotel chains award points for every dollar spent in one of their hotels.Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights.This is an example of the leveraging of customer information to:

The process of centralizing data in a CRM system is sometimes referred to as the interpolation of external and internal touch points.

Continental Airlines has a system that captures information on everything from flight schedules,seat inventories,and customer profiles that is accessible by 35 departments and 1,300 employees.Continental's system is an example of a(n):

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

While many catalog retailers send out a standard catalog to all potential customers,Lands' End uses information it has gathered about customers in its CRM system to target the catalog to the individual.This approach used by Lands' End is an example of the _____ approach.

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products.Volvo would likely have used data mining to locate people who were car enthusiasts and innovators.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

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

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Social Media and Marketing

Filters