Exam 21: Customer Relationship Management Crm

Que Rica VidaGeneral Mills has created Que Rica Vida magazine,which seeks to build relationships with newly acculturated Latina moms by providing them with culturally relevant lifestyle information and expert advice on the topics of education,holiday occasions,health and wellness,and family-issues of great importance to Hispanic families in America.Each issue normally contains 6-10 General Mills coupons.In addition to the magazine,General Mills also has a Web site of the same name: QueRicaVida.com,as well as a Spanish-language iPad application that provides Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes. -Refer to Que Rica VidaGeneral Mills' Que Rica Vida magazine is a component in a program that allows General Mills to gather information about,and build a relationship with,a group of customers from the Spanish-speaking community.In other words,the magazine is a component in General Mills' _____ program.

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

Every time Barry orders running shoes from Road Runner Sports,the Web site or the operator on the phone always tries to sell him something in addition to the shoes he ordered,such as socks or other apparel.This is an example of:

A company that has a(n)_____ customizes its product and service offerings based on data generated through interactions between the customer and the company.

Frequent Flyers If you think George Clooney's character in the movie Up in the Air was pure fiction,think again.Clooney portrayed a frequent flyer who enjoyed top-of-the-line perks the likes of which even most "elite" flyers don't experience.That's because he was a member of American Airline's invitation-only ConciergeKey recognition program.Most airlines maintain these unpublished super elite frequent flyer plans,such as Continental's Chairman's Circle and Delta's Executive Partner programs.These programs are reserved for the highest-volume customers in terms of miles flown or highest-value in terms of revenue.You'll have to fly upward of 300,000 miles or spend $50,000 a year to be invited. -Refer to Frequent Flyers.The ConciergeKey program,which rewards loyal customers for making multiple purchases,is an example of a(n):

Which of the following would allow an online retailer like Frontgate to learn that customers who purchase electronic products also purchase home office furniture?

Following the customer-centric approach,an interaction can occur through:

The Old Westbury College Foundation raised $80,000 at its "A Taste of Long Island," a gala dinner where all proceeds went to support scholarship funds and educational programs at SUNY College at Old Westbury.Attendees were people who had contributed to the scholarship program previously and were reached through a:

Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people who attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year. -Refer to Los Angeles Sparks.Some consumers may not want others to provide their names to the Sparks organization.This reflects which concern regarding CRM programs?

Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people who attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year. -Refer to Los Angeles Sparks.Sparks' season ticket holders that frequent the Sparks' fan Web site have spent money to buy their season tickets and are likely to purchase again.Which type of analysis will help Sparks identify those customers most likely to purchase again because they have bought recently?

The United States has the most restrictive privacy laws in the world.

Janie contacts Lands' End to ask if the company sells pajamas for teenage girls.The customer service representative who speaks with Janie advises her of the various options.This is an example of knowledge management.

Which of the following techniques used to analyze marketing databases considers whether a customer has made a purchase recently as well as how often that customer makes a purchase?

The interaction between a customer and the organization is the foundation on which a CRM system is built.

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.What technique did the organization use to analyze its donor information?

All of the following are obstacles faced by multinational companies building worldwide databases EXCEPT:

The traditional approach for acquiring data from customers is through:

How can a company measure its success at implementing customer relationship management (CRM)techniques? How does empowerment influence CRM marketing?

What is knowledge management? What type of companies use knowledge management?

Describe the actions of a company that is referred to as having a customer-centric focus.