MKT 475 Week 4 Quiz – Strayer
Click on the Link Below to
Purchase A+ Graded Course Material
Quiz 3 Chapter 4 and 5
Chapter 04
Strategic Customer Management:
Systems, Ethics, and Social Responsibility
True/False
Questions
1. The
metric customer lifetime value incorporates the past profit produced by the
customer in its calculation.
7
2. The
company-wide level of CRM offers a single view of the customer across all of
the organization’s access channels to the customer.
9
3.
In the value creation process, the benefits the customer receives are expressed
by the customer strategy.
3
4.
The integration of CRM into the firm’s operational support systems is
important for the successful implementation of CRM.
1
5.
In order to successfully apply CRM, a firm should first create a customer
strategy before implementing CRM.
1
6.
Investing in building relationships with disinterested customers is a major
initiative of CRM.
2
7.
The sum of CLV for all the customers of a firm is termed as business case.
3
8.
CRM approaches do not identify less attractive customers.
4
9.
If a firm is essentially defensive in its stance on social responsiveness, then
its primary concerns will be the protection of relationships.
126
10.
Companies that have embedded CSR in their strategy usually take a defensive
stance in their response to social responsibility.
126
Multiple
Choice Questions
11. _____
is a cross-functional core business process that is specifically concerned with
achieving improved shareholder value through the development of effective
affiliations with key customers and customer segments.
A.
Benchmarking
B.
Customer equity
C.
Customer relationship management
D.
Customer value proposition
4
12.
CRM supports a customer-responsive strategy, which gains competitive advantage
when it:
A.
demonstrates the customer’s trustworthiness and reliability to the company.
B.
delivers superior customer value by personalizing the interaction between the
customer and the company.
C.
tightens connections with the competitors.
D.
achieves the coordination of customer capabilities around the organization.
5
13.
Which of the following information should be present in a database created by
CRM technology?
A.
Channels of distribution
B.
Company contacts with its distributors
C.
Response to marketing stimuli
D.
Information on supplier quality
7
14. Which
of the following levels of CRM is concerned with coordinating information
across all contact channels on a continuing basis?
A.
Field level
B.
Company-wide level
C.
Functional level
D.
Customer-facing level
8-109
15.
Which of the following CRM levels provides a strategic focus for CRM?
A.
Field level
B.
Company-wide level
C.
Functional level
D.
Customer-facing level
9
16.
Which of the following is the first step of developing a CRM strategy?
A.
Form a cross-functional CRM project team for decision analysis and actions.
B.
Gain an organization-wide commitment to CRM strategy.
C.
Conduct a business needs analysis concerning customer relationships.
D.
Develop and define the CRM strategy to guide management process.
9
0
17.
The _____ level of CRM considers the implications of knowledge about customers
and their preferences across the entire
organization.
A. field
B. customer-facing
C. company-wide
D. functional
9
18.
The _____ perspective of CRM considers the processes that are needed to fulfill
required marketing activities.
A.
functional
B.
field
C.
company-wide
D.
customer-facing
8
19.
The _____ in a CRM strategy is an assessment that indicates the shareholder
value and financial return of delivery of the required customer value.
A.
operating agreement
B.
enterprise transformation plan
C.
value proposition
D.
business case
0
20.
The _____ in the CRM strategy spells out what the organization must provide in
order to satisfy customer expectations.
A.
value proposition
B.
enterprise transformation plan
C.
operating agreement
D.
business case
0
21.
The _____ in the CRM strategy indicates the necessary initiatives to launch the
strategy.
A.
value proposition
B.
enterprise transformation plan
C.
operating agreement
D.
business case
0
22.
The _____ component in the CRM strategy indicates how different consumer
segments will be formed and managed.
A.
business case
B.
value proposition
C.
customer strategy
D.
enterprise transformation plan
0
23.
Which of the following is the final step in developing a CRM strategy?
A.
Gaining an organization-wide commitment to CRM strategy
B.
Forming a cross-functional CRM project team for decision analysis and actions
C.
Developing and defining the CRM strategy to guide management process
D. Conducting a business needs analysis concerning
customer relationships
0
24.
Which of the following is a pitfall to be avoided when applying CRM
initiatives?
A.
Changing the organization before putting CRM in place
B.
Matching CRM technology to the customer strategy
C.
Investing in building relationships with customers who value them
D.
Implementing CRM before creating a customer strategy
1
2
25.
Which of the following is a pitfall to be avoided when implementing CRM
initiatives?
A.
Creating a customer strategy before implementing CRM
B.
Putting CRM in place before changing the organization to match
C.
Matching the technology to the customer strategy
D.
Investing in building relationships with interested customers
2
26. _____
has to be avoided when implementing CRM initiatives.
A. Creating
a customer strategy before implementing CRM
B. Changing the organization
before putting CRM in place
C. Assuming that more CRM technology is
necessarily better
D. Investing in building relationships with interested
customers
2
27.
Which of the following activities hinders the successful implementation of CRM
initiatives?
A. Creating
a customer strategy before implementing CRM
B. Changing the organization
before putting CRM in place
C. Matching the technology to the customer
strategy
D. Investing in building relationships with disinterested
customers
2
28.
In CRM, the benefits the customer receives are expressed by the _____.
A.
value proposition
B.
customer equity
C.
customer lifetime value
D.
enterprise transformation plan
3
Comments
Post a Comment