Question 1

Companies should charge high fees to get rid of customers who cost you money; after all, some customers just aren't worth keeping.

Accepted Answer

A) True 
 B)False

Question 2

Which one of the following is not descriptive of data mining?

Accepted Answer

A)  It involves sophisticated software containing statistical analysis tools.
B)  It uncovers patterns, trends, or correlations among variables.
C)  It can be used for analyzing variables in a data mart or data warehouse.
D)  It is the basis of ERP, SAP, and IVOC.
E)  all are descriptive of data mining

Question 3

Personalization

Accepted Answer

A)  exists when the company is a creator or co-creator of the content.
B)  exists when a customer modifies a company's website to suit his or her own purposes.
C)  is necessary in B2C environments.
D)  is SFA interaction between CCC and sales agents.
E)  is the primary way to achieve a long-term relationship with key accounts.

Question 4

Customer Contact Centers handle incoming telephone calls, e-mail, Web communication and even written interactions with customers.

Accepted Answer

A) True 
 B)False

Question 5

Widespread application of CRM programs has shown that

Accepted Answer

A)  they have not led to universal success.
B)  they can substantially improve firm profitability.
C)  success rests upon organizational commitment.
D)  they are customer-centric.
E)  all are true

Question 6

A data warehouse is

Accepted Answer

A)  the repository for all relevant customer and prospect information.
B)  an older form of a data mart.
C)  a fulfillment center.
D)  a collection of logistical, analytical, and heuristic models.
E)  All of the above

Question 7

SKEW is the term given to stock-keeping items and the fact that CRM enables companies to prune weak selling items.

Accepted Answer

A) True 
 B)False

Question 8

Partner relationships are

Accepted Answer

A)  never based on a structural component.
B)  based on customized value to the customer.
C)  based on commitment.
D)  based on satisfaction and trust that a company is providing product and service parity.
E)  B and C are correct

Question 9

While the term "relationship marketing" has been expanded, it primarily applies to B2B selling in relationship dyads but not B2C selling.

Accepted Answer

A) True 
 B)False

Question 10

The person most likely working in a CCC is a

Accepted Answer

A)  marketing planner.
B)  marketing researcher.
C)  CSR.
D)  logistics specialist.
E)  none of the above

Question 11

CRM is the process of building, maintaining and growing relationships with the right customers through strategy development based on customer information.

Accepted Answer

A) True 
 B)False

Question 12

The strongest relationship is with a

Accepted Answer

A)  partner.
B)  acquaintance.
C)  friend.
D)  value added agent (VA
A)  
E)  loyal customer.

Question 13

Interactive technologies allow businesses and customers to interact on a timely basis. Which of the following is not an interactive technology?

Accepted Answer

A)  GPS
B)  kiosks
C)  cellular phones
D)  web-browsing functions
E)  all are interactive technologies

Question 14

A data warehouse is the old name for what are now called data marts?

Accepted Answer

A) True 
 B)False

Question 15

CCCs do not handle which of the following?

Accepted Answer

A)  incoming telephone calls
B)  e-mail
C)  web communication
D)  written interactions with customers
E)  CRMs

Question 16

Relationship marketing

Accepted Answer

A)  applies to B2B selling in relationship dyads, but not B2C selling.
B)  applies to B2C selling but not to B2B selling.
C)  is a non-electronic approach to building personal relationships in a B2B or B2C environment.
D)  views the sale as the beginning, not the end, of a relationship.
E)  A and C are both correct

Question 17

Generally, CRM is technologically driven, or at least technologically supported.

Accepted Answer

A) True 
 B)False

Question 18

Transaction marketing as described in the book is not concerned about the future of a customer relationship.

Accepted Answer

A) True 
 B)False

Question 19

A company is practicing CRM when

Accepted Answer

A)  it has adopted a profitable customer-centric focus through the use of customer information.
B)  it analyzes customer information to create data silos.
C)  sales department personnel are capable of doing marketing research.
D)  tactics and strategies are replaced by customer simulations.
E)  all are true

Question 20

The biggest problem for CRM is its profit-centric focus.

Accepted Answer

A) True 
 B)False

Exam 1: Introduction to Customer Relationship Management

Interactive technologies allow businesses and customers to interact on a timely basis. Which of the following is not an interactive technology?

Correct AnswerverifiedShow Answer

CRM is the process of building, maintaining and growing relationships with the right customers through strategy development based on customer information.

Correct AnswerverifiedShow Answer

Personalization

Correct AnswerverifiedShow Answer

CCCs do not handle which of the following?

Correct AnswerverifiedShow Answer

Transaction marketing as described in the book is not concerned about the future of a customer relationship.

Correct AnswerverifiedShow Answer

Generally, CRM is technologically driven, or at least technologically supported.

Correct AnswerverifiedShow Answer

Which one of the following is not descriptive of data mining?

Correct AnswerverifiedShow Answer

While the term "relationship marketing" has been expanded, it primarily applies to B2B selling in relationship dyads but not B2C selling.

Correct AnswerverifiedShow Answer

The person most likely working in a CCC is a

Correct AnswerverifiedShow Answer

Companies should charge high fees to get rid of customers who cost you money; after all, some customers just aren't worth keeping.

Correct AnswerverifiedShow Answer

A data warehouse is the old name for what are now called data marts?

Correct AnswerverifiedShow Answer

The biggest problem for CRM is its profit-centric focus.

Correct AnswerverifiedShow Answer

Customer Contact Centers handle incoming telephone calls, e-mail, Web communication and even written interactions with customers.

Correct AnswerverifiedShow Answer

Relationship marketing

Correct AnswerverifiedShow Answer

A company is practicing CRM when

Correct AnswerverifiedShow Answer

SKEW is the term given to stock-keeping items and the fact that CRM enables companies to prune weak selling items.

Correct AnswerverifiedShow Answer

The strongest relationship is with a

Correct AnswerverifiedShow Answer

Partner relationships are

Correct AnswerverifiedShow Answer

A data warehouse is

Correct AnswerverifiedShow Answer

Widespread application of CRM programs has shown that

Correct AnswerverifiedShow Answer

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