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Exam 21: Customer Relationship Management Crm

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Question 21

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_____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.

A) Transaction management
B) Campaign management
C) Data mining
D) Consumerism
E) Knowledge management

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Question 22

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Which of the following statements about the CRM cycle is true?

A) The letters CRM are an acronym for consumer relationship marketing.
B) The CRM cycle does not affect employees outside the marketing and management functional areas.
C) The CRM cycle is continuous and circular with no predefined start or end point.
D) The CRM cycle takes a simplistic perspective on customers.
E) All of these statements about the CRM cycle are true.

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Question 23

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_____ refers to the latitude organizations give their representatives to negotiate mutually satisfying commitments with customers.

Distinguish between a compiled list and a response list.Which is most valuable to marketers?

Apple,Inc.has stores,a Web site,and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system.All these possible areas of the company where consumers can communicate with the business are called:

Walmart captures point-of-sale transactions from thousands of stores in several countries and continuously transmits these data to its massive data warehouse.Walmart allows more than 3,500 suppliers to access data on their products and perform data analyses.These suppliers use the data to identify customer buying patterns at the store level.They use this information to manage local store inventory and identify new merchandising opportunities.Both Walmart and its suppliers are engaged in:

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Blood Services As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign,it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?" -Refer to Blood Services.The card sent by the organization is an example of a:

The process of centralizing data in a CRM system is sometimes referred to as the interpolation of external and internal touch points.

Les Ailes de la Mode,a Quebec retailer,offers its customers Les Ailes MasterCard.The card is connected to a points program that offers one point for every $20 of purchases on the card and triple that on purchases made at Les Ailes.It also incorporates an electronic chip,through which a $10 coupon is awarded to each member every month via the electronic gift card (on purchases of $10 or more every month) .Card members also receive free subscriptions to the retailer's Les Ailes magazine.This shows how CRM can be used:

Toys "R" Us collects a vast amount of data through its Web site,direct mailings,and retail stores.To be useful,all of these data would be centralized in a(n) :

Using technology provided by Smart Button software,the WNBA's Los Angeles Sparks have implemented a new system that gathers information about its best customers,season ticket holders,and rewards those customers in many ways,including free tickets to Sparks home games and cash prizes.This is an example of a(n) _____ system.

Subaru of America targeted outdoor enthusiasts when it added an outdoor life section to its Web site,organized by area of interest.The site will serve as a platform for co-marketing and promotional programs and will allow Subaru to gather most overt and covert information.Which of the following provides the most likely reason why Subaru has added this section to its site?

Many high-end hotel chains award points for every dollar spent in one of their hotels.Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights.This is an example of the leveraging of customer information to:

Continental Airlines has a system that captures information on everything from flight schedules,seat inventories,and customer profiles that is accessible by 35 departments and 1,300 employees.Continental's system is an example of a(n) :

According to the CEO of Allied Office Products,"We're a head-count business: I know that if you have a 60-person office,you should buy $300 worth of basic office supplies-paper,pens,staples-from us with each order,but if that's all we get,we stagnate.For us to grow,we have to convince the customer,who already likes our products and service,to buy more than just basic supplies;we have to increase the order by 10,20,or 30 times." Allied's salespeople are trained to push the company's less traditional,higher-margin lines such as coffee and refreshments,printing and forms management,and office furniture.Allied's salespeople are engaging in:

While many catalog retailers send out a standard catalog to all potential customers,Lands' End uses information it has gathered about customers in its CRM system to target the catalog to the individual.This approach used by Lands' End is an example of the _____ approach.

Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products.Volvo would likely have used data mining to locate people who were car enthusiasts and innovators.

Blood Services As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign,it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?" -Refer to Blood Services.The information about past donors is stored in the organization's:

Which of the following is a common CRM marketing database application?