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Exam 12: Customer Relationship Management

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Question 1

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An organization's goal with CRM is to minimize ____________.

A) Customer churn
B) Lifetime value
C) Market capitalization
D) Shipment costs

E) C) and D)
F) A) and B)

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Question 2

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A(n) _________ CRM system is an interactive system that enables an organization to conduct communications related to sales, marketing, and customer service activities through a mobile medium.

A) Mobile
B) On-demand
C) Open-source
D) Real-time
E) Social

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

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Question 3

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Influencing the ____________ is the key to success for pharmaceutical sales representatives.

__________ is NOT related to SFA.

Low-end CRM system are designed for enterprises with ___________.

_____________ enable(s) the Golden State Warriors to provide better service and to deepen customer loyalty.

______________ is a form of cross-selling in which a business sells a group of products or services together at a lower price than their combined individual prices.

You are having problems connecting your computer to your college's network, so you call the IT help desk. This is a customer-______________ CRM application.

Priceline focused its new system on ____________.

Every Microsoft Windows user had a copy of Internet Explorer when they got a new computer in the 1990s. This is an example of _________.

The Redglaze Group case illustrates the importance of a 360 degree view of the customer when using a CRM system.

CRM systems help make the customer relationship more personal.

CRM is essential for both small and large organizations.

______________________ CRM systems provide business intelligence by analyzing customer behavior and perceptions.

____________ is NOT a benefit of Eli Lilly's implementation of Veeva.

CRM is not a process or a technology per se; rather, it is a customer-centric way of thinking and acting.

The pharmaceutical industry has customer management needs that are more complex than those of other industries, so CRM strategies need to be heavily technology-supported.

__________ is a risk of open-source CRM systems.

____________ is a customer's potential revenue stream over a number of years.

The Morton's Steakhouse case is an example of how a company can have its reputation damaged if it ignores customer complaints online.