Exam 11: Relationship Marketing and Customer Relationship Management (CRM)

The use of information technology to analyze data about customers and their transactions,to identify and target messages toward specific group of potential customers is referred to as _____.

Cannondale Bicycles has a customers' group called "The Chain Gang." Members receive emails listing cycling-related tips,as well as access to a special website dedicated to cycling.In the context of the relationship marketing continuum,this is an example of the _____ level of relationship marketing.

Database marketing involves the use of information technology to analyze data about customers and their transactions.

_____ is a relationship involving long-term exchange of goods or services in return for cash or other valuable consideration.

Which of the following is an example of affinity marketing?

The main objective of internal marketing programs is to:

A strategic alliance can be formed only between those firms that serve the same industry.

_____ involves computer-to-computer exchanges of invoices,orders,and other business documents.

The first step in measuring customer satisfaction involves comparing actual sales to forecasted sales.

At the third-level of relationship marketing continuum,buyer-seller relationships are transformed structurally into business partnerships.

Which of the following statements is true regarding the interaction between a company and its customers?

Customer relationship management (CRM)requires a top-down commitment to succeed and must penetrate every aspect of a firm's business.

The relationship marketing programs at the third level of the relationship marketing continuum usually aim to create:

Lateral partnership is a relationship that involves customers within an organization.

Often,the desirability of partnering in the business market is based on the fact that each firm brings to the partnership something the other needs but cannot provide on its own.

Internal marketing involves selling products to employees of the firm at a discount.

Assume that Ford has established a strategic alliance with Michelin to design an exclusive line of tires for Ford automobiles.The Ford-Michelin strategic alliance would be a horizontal alliance.

Customer win-back is a customer relationship management strategy that focuses on acquiring new customers.

Companies use knowledge obtained from databases to track customer buying patterns and to customize offerings and sales promotions.

In addition to examining the lifetime value of a customer and the payback from a customer relationship,what other techniques can a firm use to evaluate its relationship marketing programs?