Question 1

What is a channel triumvirate?

Accepted Answer

A) manufacturer, wholesaler, and retailer 
B) a three-tiered, vertically-integrated channel 
C) horizontal, concentric, and conglomerate channels 
D) a combination of brick and mortar stores, catalogs, and the Internet 
E) none of the above 
A) manufacturer, wholesaler, and retailer 
B) a three-tiered, vertically-integrated channel 
C) horizontal, concentric, and conglomerate channels 
D) a combination of brick and mortar stores, catalogs, and the Internet 
E) none of the above D

Question 2

Which is NOT a business goal for instituting a CRM system?

Accepted Answer

A) reducing high-value customer defections 
B) increasing the number of efficient data-based silos 
C) acquiring more customers 
D) cross-selling services 
E) increasing revenue and profit from customers 
A) reducing high-value customer defections 
B) increasing the number of efficient data-based silos 
C) acquiring more customers 
D) cross-selling services 
E) increasing revenue and profit from customers B

Question 3

A root cause of CRM was the psychographic studies of the 1970s that led to a better understanding of customers and more efficient mass marketing.

Accepted Answer

A) True 
 B)False  False

Question 4

Which is INCORRECT? Relational databases contain

Accepted Answer

A) customer transaction histories. 
B) all customer contacts through any channel. 
C) demographic and behavior information. 
D) customer response to company campaigns. 
E) all are correct 
A) customer transaction histories. 
B) all customer contacts through any channel. 
C) demographic and behavior information. 
D) customer response to company campaigns. 
E) all are correct

Question 5

Corporate culture and employee attitudes have not proven to be a detriment to CRM development for in most situations, companies and their employees relish the opportunity to better serve their customers.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following does NOT apply to relationship marketing?

Accepted Answer

A) It is viewed as a paradigm shift that has reshaped the entire field of marketing. 
B) It has paybacks for both the company and its customers. 
C) It focuses on the sales transaction. 
D) It focuses on maintaining long-term bonds. 
E) It views personalized service as key. 
A) It is viewed as a paradigm shift that has reshaped the entire field of marketing. 
B) It has paybacks for both the company and its customers. 
C) It focuses on the sales transaction. 
D) It focuses on maintaining long-term bonds. 
E) It views personalized service as key.

Question 7

Top management must be involved with a company's CRM initiative in all but which of the following ways?

Accepted Answer

A) meshing management science, IT, quantitative methods and marketing research with appropriate hardware solutions 
B) setting philosophy behind the CRM effort 
C) managing the company's culture change 
D) presenting a detailed case for CRM benefits 
E) setting goals for the system 
A) meshing management science, IT, quantitative methods and marketing research with appropriate hardware solutions 
B) setting philosophy behind the CRM effort 
C) managing the company's culture change 
D) presenting a detailed case for CRM benefits 
E) setting goals for the system

Question 8

When creating CRM systems, shifting the focus from products to customers is not a major problem since well-developed product management systems are often in place in most companies.

Accepted Answer

A) True 
 B)False

Question 9

During CRM development, success is dependent upon creating data silos that will allow for smooth data interchanges.

Accepted Answer

A) True 
 B)False

Question 10

VAPs are

Accepted Answer

A) value added producers. 
B) vertically aligned producers. 
C) vertically aligned partners. 
D) very able partners. 
E) none of the above 
A) value added producers. 
B) vertically aligned producers. 
C) vertically aligned partners. 
D) very able partners. 
E) none of the above

Question 11

Which of the following is false regarding companies' experiences with CRM?

Accepted Answer

A) Targeted revenue goals, contrary to popular opinion, are most often achieved within 2 years of installation. 
B) Most companies do not have clearly stated goals for their CRM systems. 
C) Charles Schwab recouped its costs more quickly than expected. 
D) The real barrier to effective CRM installation is corporate culture. 
E) all of the above are true 
A) Targeted revenue goals, contrary to popular opinion, are most often achieved within 2 years of installation. 
B) Most companies do not have clearly stated goals for their CRM systems. 
C) Charles Schwab recouped its costs more quickly than expected. 
D) The real barrier to effective CRM installation is corporate culture. 
E) all of the above are true

Question 12

Which is NOT a reason that outcomes have been unsatisfactory for companies installing CRM solutions?

Accepted Answer

A) inadequate top-management support 
B) no CRM champion within the organization 
C) inadequate stochastic statistical frameworks 
D) technology becomes a focus instead of the customer 
E) all of the above are reasons that outcomes have been unsatisfactory 
A) inadequate top-management support 
B) no CRM champion within the organization 
C) inadequate stochastic statistical frameworks 
D) technology becomes a focus instead of the customer 
E) all of the above are reasons that outcomes have been unsatisfactory

Question 13

Which was NOT a root cause of CRM?

Accepted Answer

A) customer satisfaction studies 
B) extension of the productive relationships apparent within the B2B environment 
C) psychographic studies that led to more efficient mass marketing 
D) extension of technology implementation beginning with MRP and SAP 
E) improvements in company call centers 
A) customer satisfaction studies 
B) extension of the productive relationships apparent within the B2B environment 
C) psychographic studies that led to more efficient mass marketing 
D) extension of technology implementation beginning with MRP and SAP 
E) improvements in company call centers

Question 14

"Quick-results" CRM benefits companies in many ways. Which of the following is NOT one of the benefits?

Accepted Answer

A) it places IT in the lead 
B) users get to "test the water" 
C) it avoids culture shock 
D) it avoids information overload 
E) it combats disenchantment 
A) it places IT in the lead 
B) users get to "test the water" 
C) it avoids culture shock 
D) it avoids information overload 
E) it combats disenchantment

Question 15

Despite major difficulties in development and execution, recent surveys show that more than 75% of all companies have experienced success with their CRM systems'

Accepted Answer

A) True 
 B)False

Question 16

CRM systems are too often tied to business goals without consideration of IT concerns.

Accepted Answer

A) True 
 B)False

Question 17

Which is true regarding companies' experiences with CRM?

Accepted Answer

A) More than 75% of all companies have experienced success with their CRM systems. 
B) Less than half of all companies are satisfied with their CRM systems. 
C) Companies are surprised to find CRM installation oftentimes comes in under budget. 
D) CRM systems have been widely adopted by small and medium sized enterprises. 
E) C and D are both true 
A) More than 75% of all companies have experienced success with their CRM systems. 
B) Less than half of all companies are satisfied with their CRM systems. 
C) Companies are surprised to find CRM installation oftentimes comes in under budget. 
D) CRM systems have been widely adopted by small and medium sized enterprises. 
E) C and D are both true

Question 18

The creation of functional information silos enabling smooth data transfers within any organization was a major force that drove marketers to begin focusing on customer relationships.

Accepted Answer

A) True 
 B)False

Question 19

Database construction has been found to be least difficult for firms who have indirect and infrequent interaction with their customers since the data is more manageable.

Accepted Answer

A) True 
 B)False

Question 20

Studies on CRM implementation have found that

Accepted Answer

A) contrary to popular belief, direction begins from the bottom-up. 
B) those closest to the customer should design the system. 
C) IT opinion leaders will make or break the system. 
D) companies spend too much time on developing performance metric standards. 
E) all of the above are false 
A) contrary to popular belief, direction begins from the bottom-up. 
B) those closest to the customer should design the system. 
C) IT opinion leaders will make or break the system. 
D) companies spend too much time on developing performance metric standards. 
E) all of the above are false

What is a channel triumvirate?

Which is NOT a business goal for instituting a CRM system?

A root cause of CRM was the psychographic studies of the 1970s that led to a better understanding of customers and more efficient mass marketing.

Which is INCORRECT? Relational databases contain

Corporate culture and employee attitudes have not proven to be a detriment to CRM development for in most situations, companies and their employees relish the opportunity to better serve their customers.

Which of the following does NOT apply to relationship marketing?

Top management must be involved with a company's CRM initiative in all but which of the following ways?

When creating CRM systems, shifting the focus from products to customers is not a major problem since well-developed product management systems are often in place in most companies.

During CRM development, success is dependent upon creating data silos that will allow for smooth data interchanges.

VAPs are

Which of the following is false regarding companies' experiences with CRM?

Which is NOT a reason that outcomes have been unsatisfactory for companies installing CRM solutions?

Which was NOT a root cause of CRM?

"Quick-results" CRM benefits companies in many ways. Which of the following is NOT one of the benefits?

Despite major difficulties in development and execution, recent surveys show that more than 75% of all companies have experienced success with their CRM systems'

CRM systems are too often tied to business goals without consideration of IT concerns.

Which is true regarding companies' experiences with CRM?

The creation of functional information silos enabling smooth data transfers within any organization was a major force that drove marketers to begin focusing on customer relationships.

Database construction has been found to be least difficult for firms who have indirect and infrequent interaction with their customers since the data is more manageable.

Studies on CRM implementation have found that

Introduction to Customer Relationship Management

Relationship Marketing and CRM

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters

Exam 2: The History and Development of CRM

What is a channel triumvirate?

Which is NOT a business goal for instituting a CRM system?

A root cause of CRM was the psychographic studies of the 1970s that led to a better understanding of customers and more efficient mass marketing.

Which is INCORRECT? Relational databases contain

Corporate culture and employee attitudes have not proven to be a detriment to CRM development for in most situations, companies and their employees relish the opportunity to better serve their customers.

Which of the following does NOT apply to relationship marketing?

Top management must be involved with a company's CRM initiative in all but which of the following ways?

When creating CRM systems, shifting the focus from products to customers is not a major problem since well-developed product management systems are often in place in most companies.

During CRM development, success is dependent upon creating data silos that will allow for smooth data interchanges.

VAPs are

Which of the following is false regarding companies' experiences with CRM?

Which is NOT a reason that outcomes have been unsatisfactory for companies installing CRM solutions?

Which was NOT a root cause of CRM?

"Quick-results" CRM benefits companies in many ways. Which of the following is NOT one of the benefits?

Despite major difficulties in development and execution, recent surveys show that more than 75% of all companies have experienced success with their CRM systems'

CRM systems are too often tied to business goals without consideration of IT concerns.

Which is true regarding companies' experiences with CRM?

The creation of functional information silos enabling smooth data transfers within any organization was a major force that drove marketers to begin focusing on customer relationships.

Database construction has been found to be least difficult for firms who have indirect and infrequent interaction with their customers since the data is more manageable.

Studies on CRM implementation have found that

Introduction to Customer Relationship Management

Relationship Marketing and CRM

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters