Question 1

The main touch point for customers is

Accepted Answer

A) marketing research. 
B) survey data. 
C) ATMs. 
D) CCC. 
E) product manager. 
A) marketing research. 
B) survey data. 
C) ATMs. 
D) CCC. 
E) product manager.

Question 2

It has been reported that the success rate of CRM can be increased from 15% to 70% if a proper CRM strategy is adopted and CRM is "done right."

Accepted Answer

A) True 
 B)False

Question 3

Which is a true finding with respect to the establishment of CRM systems?

Accepted Answer

A) Shifting the focus from products to customers is not a major problem since product management systems are often in place. 
B) Marketing, sales, and even engineering should act on data collect by the customer contact center. 
C) Customer information should never be disseminated to those outside the company in the distribution channel. 
D) Top management is generally unwavering in its support of CRM establishment. 
E) all of the above are true 
A) Shifting the focus from products to customers is not a major problem since product management systems are often in place. 
B) Marketing, sales, and even engineering should act on data collect by the customer contact center. 
C) Customer information should never be disseminated to those outside the company in the distribution channel. 
D) Top management is generally unwavering in its support of CRM establishment. 
E) all of the above are true

Question 4

Relationship marketing is viewed as a paradigm shift that has reshaped the entire field of marketing.

Accepted Answer

A) True 
 B)False

Question 5

Nearly 250,000 magazines and journals can now be found on-line.

Accepted Answer

A) True 
 B)False

Question 6

Legacy systems

Accepted Answer

A) can impede company-wide CRM development. 
B) are generally developed by an IT task force. 
C) are what every organization strives for in CRM development. 
D) are best practice attempts at CRM. 
E) C and D are correct 
A) can impede company-wide CRM development. 
B) are generally developed by an IT task force. 
C) are what every organization strives for in CRM development. 
D) are best practice attempts at CRM. 
E) C and D are correct

Question 7

IT leaders are major determinants of CRM success because of their knowledge of technology as well as business unit needs.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is true concerning CRM development?

Accepted Answer

A) Marketing and sales must direct IT in terms of what customer data to collect. 
B) The establishment of a program management office to expedite CRM has not proven useful because it is generally not integrated with the rest of the company. 
C) The best sequence of development is functional users set goals and objectives for the system, IT leads development, and a program management office assesses results. 
D) Plan from the bottom-up not the top-down. 
E) Costs generally run 3.5 times their estimate. 
A) Marketing and sales must direct IT in terms of what customer data to collect. 
B) The establishment of a program management office to expedite CRM has not proven useful because it is generally not integrated with the rest of the company. 
C) The best sequence of development is functional users set goals and objectives for the system, IT leads development, and a program management office assesses results. 
D) Plan from the bottom-up not the top-down. 
E) Costs generally run 3.5 times their estimate.

Question 9

The barriers to CRM system installation include all but which of the following?

Accepted Answer

A) corporate culture 
B) employee attitudes 
C) lack of a strategic plan for CRM 
D) extraordinary amount of time involved to install CRM systems 
E) all of the above 
A) corporate culture 
B) employee attitudes 
C) lack of a strategic plan for CRM 
D) extraordinary amount of time involved to install CRM systems 
E) all of the above

Question 10

With respect to CRM systems

Accepted Answer

A) salespeople generally look forward to new technology making their job easier. 
B) executives worry about how to manage their business during implementation. 
C) data silos will be created allowing for smooth data interchanges. 
D) employees generally look forward to a new challenge. 
E) all of the above 
A) salespeople generally look forward to new technology making their job easier. 
B) executives worry about how to manage their business during implementation. 
C) data silos will be created allowing for smooth data interchanges. 
D) employees generally look forward to a new challenge. 
E) all of the above

Question 11

Which of the following is, in fact, a way that organizations can overcome barriers to effective CRM implementation?

Accepted Answer

A) break data marts into more manageable data warehouses 
B) establish a plan for quantifying goals and objectives 
C) initiate implementation at the channel level 
D) establish IT as lead development implementer 
E) A, C and D are correct 
A) break data marts into more manageable data warehouses 
B) establish a plan for quantifying goals and objectives 
C) initiate implementation at the channel level 
D) establish IT as lead development implementer 
E) A, C and D are correct

Question 12

The establishment of a program management office to expedite CRM has not proven useful because it is generally not integrated with the rest of the company.

Accepted Answer

A) True 
 B)False

Question 13

Customer contact data erodes at a rate of 75% per year.

Accepted Answer

A) True 
 B)False

Question 14

Difficulties in integrating customer data include all but which one of the following?

Accepted Answer

A) disparate databases 
B) multiple touch points 
C) inconsistent and old customer data 
D) dissimilar applications 
E) idiosyncratic-fit 
A) disparate databases 
B) multiple touch points 
C) inconsistent and old customer data 
D) dissimilar applications 
E) idiosyncratic-fit

Question 15

For many companies, CRM has meant nothing but massive outlays on information technology.

Accepted Answer

A) True 
 B)False

Question 16

Mass marketing techniques

Accepted Answer

A) continue to be cost effective based on companies' abilities to measure results. 
B) are successful based on the continued pull of network television and mass oriented national magazines. 
C) went out of vogue due to companies' inability to measure results. 
D) became useful again through application of SFA and ERP. 
E) are still the underlying force of CRM. 
A) continue to be cost effective based on companies' abilities to measure results. 
B) are successful based on the continued pull of network television and mass oriented national magazines. 
C) went out of vogue due to companies' inability to measure results. 
D) became useful again through application of SFA and ERP. 
E) are still the underlying force of CRM.

Question 17

Eddie Bauer found that customer who used the "channel triumvirate" bought ten times more than others.

Accepted Answer

A) True 
 B)False

Question 18

A more expansive notion of CRM includes more constituencies than merely customers. Which of the following is NOT typically covered in the expanded notion of CRM?

Accepted Answer

A) suppliers 
B) distributors 
C) household and industrial customers 
D) facilitating agencies 
E) all are covered 
A) suppliers 
B) distributors 
C) household and industrial customers 
D) facilitating agencies 
E) all are covered

Question 19

CRM systems

Accepted Answer

A) should emphasize platform technology first and problem solving second. 
B) should be functional in nature. 
C) are too often tied to business goals without consideration of IT concerns. 
D) work best in functional silos. 
E) sometimes consist of CRM suites or CRM point solutions. 
A) should emphasize platform technology first and problem solving second. 
B) should be functional in nature. 
C) are too often tied to business goals without consideration of IT concerns. 
D) work best in functional silos. 
E) sometimes consist of CRM suites or CRM point solutions.

Question 20

Some feel that the most important reason companies are dissatisfied with their CRM efforts is due to their failure to establish clear business goals in the first place.

Accepted Answer

A) True 
 B)False

The main touch point for customers is

It has been reported that the success rate of CRM can be increased from 15% to 70% if a proper CRM strategy is adopted and CRM is "done right."

Which is a true finding with respect to the establishment of CRM systems?

Relationship marketing is viewed as a paradigm shift that has reshaped the entire field of marketing.

Nearly 250,000 magazines and journals can now be found on-line.

Legacy systems

IT leaders are major determinants of CRM success because of their knowledge of technology as well as business unit needs.

Which of the following is true concerning CRM development?

The barriers to CRM system installation include all but which of the following?

With respect to CRM systems

Which of the following is, in fact, a way that organizations can overcome barriers to effective CRM implementation?

The establishment of a program management office to expedite CRM has not proven useful because it is generally not integrated with the rest of the company.

Customer contact data erodes at a rate of 75% per year.

Difficulties in integrating customer data include all but which one of the following?

For many companies, CRM has meant nothing but massive outlays on information technology.

Mass marketing techniques

Eddie Bauer found that customer who used the "channel triumvirate" bought ten times more than others.

A more expansive notion of CRM includes more constituencies than merely customers. Which of the following is NOT typically covered in the expanded notion of CRM?

CRM systems

Some feel that the most important reason companies are dissatisfied with their CRM efforts is due to their failure to establish clear business goals in the first place.

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

The main touch point for customers is

It has been reported that the success rate of CRM can be increased from 15% to 70% if a proper CRM strategy is adopted and CRM is "done right."

Which is a true finding with respect to the establishment of CRM systems?

Relationship marketing is viewed as a paradigm shift that has reshaped the entire field of marketing.

Nearly 250,000 magazines and journals can now be found on-line.

Legacy systems

IT leaders are major determinants of CRM success because of their knowledge of technology as well as business unit needs.

Which of the following is true concerning CRM development?

The barriers to CRM system installation include all but which of the following?

With respect to CRM systems

Which of the following is, in fact, a way that organizations can overcome barriers to effective CRM implementation?

The establishment of a program management office to expedite CRM has not proven useful because it is generally not integrated with the rest of the company.

Customer contact data erodes at a rate of 75% per year.

Difficulties in integrating customer data include all but which one of the following?

For many companies, CRM has meant nothing but massive outlays on information technology.

Mass marketing techniques

Eddie Bauer found that customer who used the "channel triumvirate" bought ten times more than others.

A more expansive notion of CRM includes more constituencies than merely customers. Which of the following is NOT typically covered in the expanded notion of CRM?

CRM systems

Some feel that the most important reason companies are dissatisfied with their CRM efforts is due to their failure to establish clear business goals in the first place.

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