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Exam 12: Customer Relationship Management

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Question 31

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The complete data on a customer is called _____________.

A) a profile
B) a record
C) a 360-degree view
D) a file
E) a consolidated customer map

F) B) and C)
G) A) and E)

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Question 32

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Which of the following statements about loyalty programs is false?

A) Loyalty programs work when there is a high frequency of repeat purchases.
B) Loyalty programs work when there is little personal customization.
C) The purpose of loyalty programs is to influence future behavior.
D) The purpose of loyalty programs is to reward past behavior
E) Loyalty programs are a customer-touching application.

F) None of the above
G) C) and D)

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Question 33

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Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. Sales are going well and she needs to decide how many ties to order of each color and sport. To help her with this decision, she turns to ______________

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. She can put an announcement on the school's monitors that would display in the dining halls and student union. Haya begins to notice that her sports ties are selling really well. Which of the following should be her next step?

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

You are in the market for a small economy car. The salesperson has you drive the economy car, and then hands you the keys to a mid-sized car of the same brand for you to drive. The salesperson is engaged in ____________.

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. She has built up a fairly good clientele and is wondering what else she can do to sell and keep in touch with her customers. Her friend Nitesh offers to build her a mobile CRM app. She first needs to think about what a mobile CRM app could do for her. Which of the following is not an activity a mobile CRM would do for her business?

The benefits of open-source CRM include all of the following except:

One problem with interacting with customers over the Web is that the company does not have an opportunity to make a good first impression in person.

Which of the following is not a customer touch point?

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. The sports themed ties are a little more expensive than the solid colored ones. When someone comes in and seems to be leaning towards a solid colored tie, she makes sure explains the additional "jazz" that comes from wearing a sports themed tie. This is called_________

Properly designed CRM systems provide a single, enterprise-wide view of each customer.

Collaborative CRM systems provide interaction with customers throughout the entire organization.

The sales, marketing, and service functions are part of ____________.

Which of the following is the most important enabler of the 360-degree view of the customer across an organization?

_____ systems study customer behavior and perceptions to provide business intelligence.

Electronic CRM applications are considered to be which type of CRM application?

Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. She can put an announcement on the school's monitors that would display in the dining halls and student union. Which of the following customer touch points will give Haya the most information after her first weekend of selling?

Which of the following statements concerning customer relationship management is false?

Which of the following allows customers to connect to a company representative and conduct an instant messaging session?