Exam 21: Customer Relationship Management Crm

Dae-Ho recently purchased a Uniden cordless phone system using a $10 rebate offer.He filled out the rebate certificate and sent it to an address provided by Uniden.The rebate certificate contained Dae-Ho's full name,his phone number,his address,and some purchase information.Dae-Ho has most likely become part of Uniden's _____ list.

To target outdoor enthusiasts,Subaru of America added an outdoor life section to its Web site that is organized by area of interest.The site will serve as a platform for co-marketing and promotional programs.This offering of customized products to a customer segment for the purpose of enhancing the auto manufacturer's customer relationships is an example of:

A segmented communications strategy to _____ users might encourage repeat purchases through a direct incentive such as a limited-time price discount for ordering again.

_____ is the addition of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of customers or prospects.

Which of the following would be an example of "social" CRM?

To initiate the CRM cycle,a company must first identify customer relationships within the organization.

Consumers are reluctant to enter information through point-of-sale interactions because of privacy violation fears.

In a CRM system,_____ are all areas of the business where customers have contact with the company and data may be gathered and used to guide and direct the decision making within that business unit.

Using customer database information to offer related products to customers is called:

All of the following are common CRM marketing database applications EXCEPT:

Petco is leveraging the Web site and the reviews as campaign management.

_____ is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization.

Data mining is used to find hidden patterns and relationships in the customer data stored in the data warehouse.

Briefly describe five of the many common CRM marketing database applications.

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.Airlines' commitment to providing premium customer service to its most valuable customers indicates a commitment to:

Data consolidation is an analytical process that compiles actionable data about the purchase habits of a firm's current and potential customers.

Which type of list includes names and addresses of individuals who have responded to an offer of some kind?

Drugstore chain CVS has an ExtraCare program that allows customers to register for a card that is swiped prior to each purchase and gives discounts and offers special in-store promotions.The most likely reason why CVS implemented this reward program is to:

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 Vida.General Mills' Que Rica Vida magazine encourages customers to visit the accompanying Web site to vote and provide ratings and feedback on their favorite recipes.The company then sends a "thank-you" e-mail for responding to their Web site.All of these activities show that General Mills is:

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 Vida.When General Mills employees share information about customers gathered through the Que Rica Vida initiative,they are practicing: