Customer Relationship Management

1MQ1

Direction: Encircle the letter of the correct answer.

1. Which of the following is an example of sales touchpoint?

a. Production operations
b. Call centers
c. Supply alliances
d. warehouses
e. College
2. Customer management is
a. A mass marketing customer loyalty program
b. Team selling in a top-to-top market
c. An overreaching business philosophy
d. An integrated implementation system
e. C&D
3. The evolution of customer relationship marketing has progressed from:
a. Mass, target, customer, to one-to-one marketing
b. One-to-one, mass, target, to customer marketing
c. Customer, mass, target, to one-to-one marketing
d. Mass, target, one-to-one, to customer marketing
e. Customer relationship marketing has always existed

4. Which of the following is an example of the advantages of CRM?

a. Decreases advertising costs
b. Makes it easier to target specific customers
c. Allows greater competition based on service rather than price
d. Prevents on overspending on low-value customers
e. All of the above
5. Projecting expected financial returns from different groups of customer is a measure of
a. Lifetime value of customers
b. Supply chain cost and revenues
c. Generic strategy returns
d. Marketing mix profitability
e. Data warehousing ROI
6. Your school is implementing a new CRM initiative. Which of the following questions should they ask?
a. What do our customers want and expect?
b. How do we work together and share control?
c. Who we are?
d. How do we increase our capacity for change?
e. All of the above
7. ____________________ techniques can be used to learn more about current potential customers.
a. Strategic partnerships
b. Customer loyalty
c. Data mining
d. Efficient customer response (ECR)
e. Total quality management (TQM)
8. A companys ability to link production, customer service, and other internal processes with its customers is its
a. Functional relationships
b. Customer value measures
c. Strategic business units
d. Spanning processes
e. Top-to-top selling teams
f.
9. A clearly defined mission helps management
A. Prevent interdepartmental conflict
B. Evaluate available market opportunities and avoid those that are inconsistent
C. Plan and implement touchpoint functional conflicts
D. Eliminates the need for specific functional objectives
E. Define the competition
10. According to Michael Porter, sales people in a firm practicing a different strategy:
a. Emphasize efficient-scale facilities
b. Dominate a particular target market although its overall market share may be low
c. Choose high-growth markets while holding onto substantial mature markets
d. Attempt to sell nonprice benefits and provide high quality customer service