Deck 11: CRM and SCM

Question 1

________ is the number of shares of the company's stock outstanding multiplied by the price per share of the stock.

A) Customer churn
B) Customer life cycle
C) Lifetime value
D) Market capitalization

Answer 1

D

Question 2

________ systems are important because customers are ________ powerful than ever; these systems put the intimacy back into customer service.

A) CRM; less
B) CRM; more
C) SCM; less
D) SCM; more

Answer 2

B

Question 3

________ are/is a customer-touching CRM application.

A) CMAs
B) CIC
C) FAQs
D) SFA

Answer 3

C

Question 4

What challenge did Tesco face when they were searching for a CRM solution?

A) For many years, the company had been adding and updating their systems to support its website, resulting in redundancies and inconsistencies.
B) Since Tesco had been adding more services to its online presence, they had a minimal budget to implement structural strategies/changes.
C) Tesco's platforms were not advanced enough to support a CRM solution so it to start entirely from scratch and lost much of its historical data.
D) Each of Tesco's various silos required unique CRM solutions and the company was unable to find one solution that was applicable and implementable to all.

Question 5

________ is a CRM operation in which organizational representatives use multiple channels to communicate with customers.

A) CIC
B) CMA
C) JIT
D) SFA

Question 6

Boeing uses a _________-end CRM system because it ________.

A) low; coordinates staff activities in a campaign to sell its products
B) low; recommends products to returning customers
C) high; coordinates staff activities in a campaign to sell its products
D) high; recommends products to returning customers

Question 7

_______ refers to a practice in which customers shop in a physical store but then search for the best price online.

A) Bargaining
B) Channel conflict
C) Product displaying
D) Showrooming

Question 8

What is NOT considered a benefit of near field communications?

A) Consumers can shop where and when they want.
B) Stores can better understand consumers' preferences.
C) Stores can retain business instead of losing it to third party sellers via showrooming.
D) Consumers can set prices for the goods they want to purchase.

Question 9

Tesco implemented a new _______ system to address their business needs.

A) CRM
B) ERP
C) RFID
D) SCM

Question 10

Businesses use customer ________ to create highly individualized offers that customers are more likely to accept.

A) customization
B) intimacy
C) personalization
D) virality

Question 11

________ is the customer's potential revenue stream over a number of years.

A) Customer churn
B) Customer life cycle
C) Lifetime value
D) Market capitalization

Question 12

Operational CRM systems support __________-office business processes.

A) back
B) east
C) front
D) west

Question 13

Tesco primarily had a problem with __________.

A) checkout flow
B) customer acquisition
C) product display
D) shipping products

Question 14

Operational CRM systems support _________-office business processes or processes that _________.

A) back; directly interact with customers
B) back; do not directly interact with customers
C) front; directly interact with customers
D) front; do not directly interact with customers

Question 15

________ is a customer-facing CRM application.

A) E-mail
B) FAQ
C) Search
D) SFA

Question 16

Which BEST describes how near field communications were leveraged by Timberland to address the issue of showrooming?

A) By enabling near field communications, Timberland permitted customers to call other stores to shop around for the best deal, as opposed to inhibiting this practice.
B) By enabling near field communications, Timberland offered incentives to customers by keeping their business within Timberland stores.
C) By enabling near field communications, Timberland made it possible for customers to shop both in an actual store and online simultaneously.
D) By enabling near field communications, Timberland was able to offer customers a completely independent shopping experience wherein they did not have to interact with salespeople even in store.

Question 17

________ is the loss of a certain percentage of customers over time.

A) Customer churn
B) Customer life cycle
C) Lifetime value
D) Market capitalization

Question 18

Amazon uses a _________-end CRM system because it ________.

A) low; coordinates staff activities in a campaign to sell its products
B) low; recommends products to returning customers
C) high; coordinates staff activities in a campaign to sell its products
D) high; recommends products to returning customers

Question 19

Timberland utilized ______ to allow customers to find information about products online while looking at the products in the store.

A) NFC
B) RFID
C) TPS
D) VPN

Question 20

The optimal result of the organization's CRM efforts is to ________ the number of high-value repeat customers while ________ customer churn.

A) maximize; maximizing
B) maximize; minimizing
C) minimize; maximizing
D) minimize; minimizing

Question 21

Black Diamond compared two CRM systems and found the ____ CRM system was best.

A) cloud-based
B) open-source
C) proprietary
D) social

Question 22

Materion implemented a new ______ system to address their business needs.

A) CRM
B) ERP
C) RFID
D) SCM

Question 23

________ is when a business sells a group of products or services together at a lower price than their combined individual prices.

A) Bundling
B) Cross-selling
C) Downselling
D) Upselling

Question 24

A ________ system is a comprehensive source of information regarding products and services.

A) contact management
B) product knowledge
C) sales forecasting
D) sales lead tracking

Question 25

________ is a strategy in which the salesperson provides customers with the opportunity to purchase related products or services of greater value in place of, or along with, the consumer's initial product or service selection.

A) Bundling
B) Cross-selling
C) Downselling
D) Upselling

Question 26

A call center is a _________.

A) CIC
B) CMA
C) JIT
D) SFA

Question 27

Amazon's recommender system is an example of ________.

A) bundling
B) cross-selling
C) downselling
D) upselling

Question 28

________ is an analytical CRM technology.

A) CMA
B) OLAP
C) OLTP
D) SFA

Question 29

A _________ system lists potential customers or customers who have purchased related products; that is, products similar to those that the salesperson is trying to sell to the customer.

A) contact management
B) product knowledge
C) sales forecasting
D) sales lead tracking

Question 30

Your cable company sells you package deal with internet, phone, and TV. This is an example of __________.

A) bundling
B) cross-selling
C) downselling
D) upselling

Question 31

________ is the marketing of additional related products to customers based on a previous purchase.

A) Bundling
B) Cross-selling
C) Downselling
D) Upselling

Question 32

Analytical CRM systems provide ________ by analyzing customer behavior and perceptions.

A) BI
B) CIC
C) ERP
D) SFA

Question 33

A ________ system tracks all communications between the company and the customer, the purpose of each communication, and any necessary follow-up.

A) contact management
B) product knowledge
C) sales forecasting
D) sales lead tracking

Question 34

Materion implemented a ___ CRM system.

A) cloud-based
B) open-source
C) proprietary
D) social

Question 35

________ is NOT an important technology in analytical CRM systems.

A) BI
B) Campaign management
C) Data mining
D) OLAP

Question 36

You want to buy a 65" TV, but a sales representative talks you into the 70" TV because it is only a little more expensive and will still fit nicely into that spot on your wall. This is an example of ________.

A) bundling
B) cross-selling
C) downselling
D) upselling

Question 37

________ is the component of an operational CRM system that automatically records all of the components in a sales transaction process.

A) CIC
B) CMA
C) JIT
D) SFA

Question 38

A ________ system is a mathematical technique for estimating future sales.

A) contact management
B) product knowledge
C) sales forecasting
D) sales lead tracking

Question 39

Which is NOT a benefit of SugarCRM to Materion?

A) It provided leads and new business opportunities
B) It linked to Materion's supply chain
C) It offered dashboards for visualization of trends
D) It enabled Materion to cut its costs by one-third due to employee lay offs

Question 40

Black Diamond found _____'s CRM system best met their business needs.

A) Microsoft
B) Oracle
C) SAP
D) Salesforce

Question 41

Which of the following does NOT help with managing supply chain information?

A) CRM
B) GPS
C) RFID
D) SCM

Question 42

You decide to purchase Oracle's Netsuite CRM+ system. This is an example of a(n) ________ CRM system.

A) on-demand
B) on-premise
C) mobile
D) social

Question 43

Morton's Steakhouse utilized a(n) ________ CRM system to surprise a customer with a meal.

A) mobile
B) open-source
C) real-time
D) social

Question 44

The concept of ________ is also known as utility computing or ________.

A) on-demand; ERP
B) on-demand; SaaS
C) on-premise; ERP
D) on-premise; SaaS

Question 45

________ CRM systems are hosted by an external vendor in the vendor's data center.

A) On-demand
B) On-premise
C) Mobile
D) Social

Question 46

________ is the best-known on-demand CRM vendor.

A) Microsoft
B) Oracle
C) Salesforce
D) SAP

Question 47

Above all, you want to implement the cheapest CRM system available. You are willing to accept any risks associated with this, so you would want to implement a(n) ________ CRM system.

A) mobile
B) on-premise
C) open-source
D) social

Question 48

________ CRM systems have source code that is available to developers and users.

A) On-demand
B) On-premise
C) Open-source
D) Social

Question 49

________ CRM systems are interactive systems that enable organizations to conduct communications related to sales, marketing, and customer service activities through portable devices for the purpose of building and maintaining relationships with its customers.

A) On-demand
B) On-premise
C) Open-source
D) Mobile

Question 50

You purchase the raw metal, glass, and leather to manufacture your new car from various suppliers. You are conducting business ________.

A) downstream
B) internally
C) upstream
D) foolishly

Question 51

________ CRM systems are purchased from a vendor and then installed on site.

A) On-demand
B) On-premise
C) Mobile
D) Social

Question 52

A _____________ is a tool that uses mathematical algorithms to predict consumers' likes and dislikes.

A) third-party app
B) recommendation engine
C) cloud-based sales server
D) analytic tool

Question 53

____________ is/are analyzed to help Salesforce Einstein anticipate what products should be recommended to customers.

A) Historical data
B) Consumer demographics
C) Industry trends
D) Price matching

Question 54

By running _________ and _______ side by side, Black Diamond was able to compare results and make an informed decision about which solution to implement.

A) Salesforce Einstein; a third-party solution
B) Salesforce Einstein; Salesforce Decider
C) NFC; CRM
D) Salesforce AI; Google Merchant

Question 55

It is really important that your customers are able to contact you anytime, anywhere, from any device. This suggests you should implement a(n) ________ CRM system.

A) on-demand
B) on-premise
C) open-source
D) mobile

Question 56

The major problem that Black Diamond wanted to solve was ________.

A) the need for so much manual loading of various website elements
B) the fact that they were losing customers at a rapid pace
C) that their employees were not able to keep up with the pace of web-based improvements and required training
D) they were unable to integrate the Black Diamond website with the Chouinard Equipment site when the two companies merged

Question 57

Southwest Airlines utilized a(n) ________ CRM system to rearrange a customer's flight schedule to get to her comatose son.

A) mobile
B) open-source
C) real-time
D) social

Question 58

One of the reasons that Salesforce Einstein was selected by Black Diamond was ______.

A) it decreased conversion rates
B) it offered money-back guarantees
C) it functioned in real time
D) it was more customizable

Question 59

Sourcing and procurement from external suppliers are ________ activities.

A) downstream
B) internal
C) upstream
D) irrelevant

Question 60

________ CRM systems use social media technology and services to enable organizations to engage their customers in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent manner.

A) On-demand
B) On-premise
C) Open-source
D) Social

Question 61

________ flows consist of data related to demand, shipments, orders, returns, and schedules, as well as changes in any of these data.

A) Financial
B) Information
C) Material
D) Supply

Question 62

________ refers to erratic shifts in orders up and down the supply chain.

A) JIT
B) The bullwhip effect
C) Vertical integration
D) VMI

Question 63

In the ________ component of SCM, organizations coordinate the receipt of customer orders, develop a network of warehouses, select carriers to transport their products to their customers, and create an invoicing system to receive payments.

A) deliver
B) make
C) plan
D) return
E) source

Question 64

The ________ component of SCM is often referred to as logistics.

A) deliver
B) make
C) plan
D) return
E) source

Question 65

In the ________ component of SCM, supply chain managers develop processes for managing their goods and services inventory.

A) deliver
B) make
C) plan
D) return
E) source

Question 66

The push model is also called ________ which means the production process begins with a ________.

A) make-to-order; customer order
B) make-to-order; forecast
C) make-to-stock; customer order
D) make-to-stock; forecast

Question 67

The pull model is also called ________ which means the production process begins with a ________.

A) make-to-order; customer order
B) make-to-order; forecast
C) make-to-stock; customer order
D) make-to-stock; forecast

Question 68

In the ________ component of SCM, organizations choose suppliers to deliver the goods and services they need to create their product or service.

A) deliver
B) make
C) plan
D) return
E) source

Question 69

In the ________ component of SCM, supply chain managers develop pricing, delivery, and payment processes with suppliers, and they create metrics to monitor and improve their relationships with their suppliers.

A) deliver
B) make
C) plan
D) return
E) source

Question 70

The pull model is also known as ________ which is closely aligned with mass ________.

A) make-to-order; customization
B) make-to-order; production
C) make-to-stock; customization
D) make-to-stock; production

Question 71

In the ________ component of SCM, supply chain managers schedule the activities necessary for production, testing, packaging, and preparation for delivery.

A) deliver
B) make
C) plan
D) return
E) source

Question 72

The ________ component of SCM is the most metric-intensive part of the supply chain in which organizations measure quality levels, production output, and worker productivity.

A) deliver
B) make
C) plan
D) return
E) source

Question 73

________ flows involve money transfers, payments, credit card information and authorization, payment schedules, e-payments, and credit-related data.

A) Financial
B) Information
C) Material
D) Supply

Question 74

Packing, assembly, or manufacturing are ________ activities.

A) downstream
B) internal
C) upstream
D) irrelevant

Question 75

You use FedEx and UPS to ship your products to customers. This is an example of a(n) ________ activity.

A) downstream
B) internal
C) upstream
D) irrelevant

Question 76

________ flows are the physical products, raw materials, supplies, and so forth that flow along the chain.

A) Financial
B) Information
C) Material
D) Supply

Question 77

Distribution is a(n) ________ activity.

A) downstream
B) internal
C) upstream
D) irrelevant

Question 78

Organizations must have a strategy for managing all the resources that are involved in meeting customer demand for their product or service. This strategy is developed in the ________ component of SCM.

A) deliver
B) make
C) plan
D) return
E) source

Question 79

You work on the assembly line of a BMW in South Carolina. This is a(n) ________ activity.

A) downstream
B) internal
C) upstream
D) irrelevant

Question 80

In the ________ component of SCM, supply chain managers create a responsive and flexible network for receiving defective, returned, or excess products back from their customers, as well as for supporting customers who have problems with delivered products.

A) deliver
B) make
C) plan
D) return
E) source