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Exam 9: Customer Relationship Management CRM

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Question 1

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Scenario 9-4 As flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Canadian Blood Services has launched a CRM marketing campaign in Toronto 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 the scenario. What technique did the organization use to analyze its donor information?

A) data identifying
B) niche marketing
C) predictive modelling
D) customer segmentation

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Question 2

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Lifetime value analysis is helpful only when it is used on current customers.

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Question 3

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In Canada what legislation protects customers' privacy?

The interaction between the customer and the organization is the foundation on which CRM is built.

Response lists are especially important in database creation because past behaviour is a strong predictor of future behaviour.

An organization wants to identify its best customers. What data-mining techniques can it use if all of its customer information is stored in a database?

Briefly describe six common CRM marketing database applications.

What is a touch point? Give two examples of touch points.

Scenario 9-4 As flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Canadian Blood Services has launched a CRM marketing campaign in Toronto 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 the scenario. Which type of list did the organization develop for donors to receive birthday cards?

One Internet ad shows a Ford truck driving out of a forest with its engine roaring and mud splattering on the screen. The wipers come on to reveal the Ford "Built Tough" logo, which then recedes to the side of the screen. The ad directs people to a website where they can sign up to receive direct mail from Ford. Ford Canada will combine this database with a database of new F-series truck owners to look for significant patterns and trends. Which of the following best describes what Ford Canada will be using?

Which of the following involves developing product offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships?

The cable industry needs to identify current and future traffic patterns so it can manage the growth of cable systems. Because of high costs, it is undesirable to buy bandwidth before it is needed. It is also time consuming to upgrade a cable system. Furthermore, consumers hate to wait for capacity increases. Therefore, what does the industry use to determine when and where new systems should be implemented?

Customer relationship management is the evolution of the importance of relationships to marketing success.

To meet the needs of a customer, what must a company first do?

In a restaurant, when a consumer is greeted, shown to their table and served, in CRM terms, which term describes all of these interactions?

Which type of interactions occur when customers buy products in a store?

According to your textbook, what business is using CRM to track your preferences by your search history?

The executive vice president of Hudson's Bay Company in Canada (a major retail chain) said in an interview, "We have to be able to offer customers what they want when they want it. We need better insight into their spending-we have gaps in knowledge of how customers spend." Which type of interactions would provide the retail chain the best opportunity for learning about its customers?

What industry uses CRM the most?

What does Bridgestone Canada Inc. use the information in its database for?