Exam 11: CRM, Marketing Automation, and Communication

CRM offers us the solution to many of our business problems. The solution is not easy and requires a change in business focus. Which of the following isn't consistent with that change?

In marketing automation planning, decision rules are developed for response to_________ campaigns?

There has been a significant shift in business focus from product sales andprofitability to customer profitability and customer retention.

Which of the following is not an element of the marketing automation definition?

In consumer packages goods the scanner was a tool enabling retailers to learn more about customers.

CRM provides an information support base that empowers marketing and sales to better serve their customers by understanding their

This new buyer leverage in distribution channels is placing a huge demand on marketing and sales organizations to perform. Which of the following is not an area affected?

In the direct marketing industry, campaigns are micromanaged to the smallest detailof the promotion.

A customer-centric perspective must include the entire sales organization.

Today, new technology makes it possible to learn about consumers and customers alike by using what technology?

When should a CRM technology be selected?

According to Wunderman, "current customers are more positively influenced by email because of on an established relationship and the relevance of the message."

Automating the delivery of customer support material forces the adoption of all but one of the following:

Automated marketing campaigns provide the data to improve successive customer communication continually.

What is the most important part of the campaign management process?

E-mail is not without problems. Which of the following not an effect of electroniccommunication?

Marketing automation standardizes the distribution and removes the variability in quality of response based on differences in styles and the capability of company personnel.

In order for Marketing Automation to perform effectively within a company, it must meet several criteria. Which of the following is not one of them?

Using a liberal interpretation of Marketing Automation, it is possible to argue that true Marketing Automation began in the 1980s.

What are customer touch points?