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Exam 21: Customer Relationship Management Crm

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Question 31

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Which of the following is an example of a channel through which customer data are traditionally gathered?

A) Store visits
B) Conversations with salespeople
C) Interactions via the Web
D) Phone conversations
E) All of these

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Question 32

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Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people who attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year. -Refer to Los Angeles Sparks.Home Court Advantage is an example of a _____ program.

A) reward
B) incentive
C) co-branding
D) loyalty
E) cohort

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Question 33

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Petco executive John Lazarchic says that critical reviews from the Web site instigate changes.This suggests that Petco is a customer-centric organization.

_____ is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer groups.

A(n) _____ is a collection of data,especially one that can be accessed and manipulated by computer software.

A _____ is a central repository for data from various functional areas of the organization that are stored and inventoried on a centralized computer system so that information can be shared across all functional departments of the business.

Customer relationship management is accomplished by all of the following EXCEPT:

Customer relationship management requires that organizations be organized around customer segments.

Channel interactions are the relationships a manufacturer has with its distributors.

Les Ailes de la Mode,a Quebec retail store that promotes the highest quality of customer service,has not only established itself as a top retailer in the province but also has a credit card and point program company,a cataloger and Internet seller,and even a publisher.Through gathering customer information for its credit cards and point program,through catalog and Internet orders,and through subscriptions to its publications,Les Ailes de la Mode has created several different:

Briefly describe how and why an organization uses data mining.What are some commonly used types of data analysis?

Jan Riddle has limited money to invest in a mailing to people who might be interested in subscribing to a new magazine about raising children on the autism spectrum.She wants to reach those prospects with the highest probability of becoming subscribers.Riddle should use a:

The core of the data warehouse is:

L.L.Bean has been reducing the number of catalogs it sends out while increasing its sales and profits.With _____,L.L.Bean now identifies customers who have purchased recently and often have spent considerable money.Such customers are most likely to purchase again.

Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people who attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year. -Refer to Los Angeles Sparks.The information gathered from ticket holders will probably become part of the organization's _____ list.

Privacy issues are the primary reason for centralizing data in a CRM.

What is RFID technology? Explain why it is used and how it works,and describe the main implication of this technology.

The cable industry needs to identify current and future traffic patterns so it can manage the growth of cable systems.Because of high costs,it is undesirable to buy bandwidth before it is needed.It is also time-consuming to upgrade a cable system.Furthermore,consumers hate to wait for capacity increases.Therefore,the industry should use _____ to determine when and where new systems should be implemented.

Que Rica VidaGeneral Mills has created Que Rica Vida magazine,which seeks to build relationships with newly acculturated Latina moms by providing them with culturally relevant lifestyle information and expert advice on the topics of education,holiday occasions,health and wellness,and family-issues of great importance to Hispanic families in America.Each issue normally contains 6-10 General Mills coupons.In addition to the magazine,General Mills also has a Web site of the same name: QueRicaVida.com,as well as a Spanish-language iPad application that provides Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes. -Refer to Que Rica Vida.To be useful to the whole organization,the data collected by Kraft Foods through their food & family magazine initiative must be centralized.This process of centralizing data for a CRM system is termed:

"Lots of organizations have customer data,but not in a way that's useful," said a speaker at a recent retail marketing conference."Retailers have all kinds of data in different places--they don't have a single view of the customer." The speaker is saying that retailers do NOT use: