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Exam 20: Customer Relationship Management

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Question 31

Multiple Choice

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A manufacturer of craft items used in home decorating could promote its stencil designs to subscribers to The Artistic Stenciler,the official magazine of the Stencil Artisans League.In this way,the manufacturer could use one-to-one marketing to:

A) cross-sell
B) engage in disintermediation
C) induce product trial
D) reduce cognitive dissonance
E) reinforce purchase decisions

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Question 32

Multiple Choice

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In Canada,Kraft Foods has launched its Web site (www.kraftcanada.com) with enhanced content that provides "what we [Kraft Foods] knew our consumers were looking for,based on the information they had shared." Kraft Foods is using _____ interactions to send and receive communications from its customers.

A) Web-based
B) product-centric
C) point-of-sale
D) transaction-based
E) technology-centric

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Question 33

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Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." How should the cycle be described?

An organization should view all transactions as:

_____ is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer segments.

In a CRM system,_____ are those areas of the business where customer data are gathered and used to guide and direct the decision making within that business unit.

Alexis is very interested in developing a mailing list of people who enjoy stenciling as a hobby.She has offered to purchase a list of the current members of the Stencil Artisans League.Alexis is building a(n) _____ list.

Hudson's Bay Company has Canada's largest reward program-HBC Rewards,which enables members to earn points at the Hudson's Bay family of stores,including The Bay,Zellers,Home Outfitters,and hbc.com.Consumers can redeem points for over 600 rewards in the HBC Rewards catalogue,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.Which of the following provides the most likely reason why Hudson's Bay Company implemented this reward program?

Which of the following statements about touch points is true?

Using _____ interactions with customers while they were shopping in the store,Les Ailes de la Mode,a Quebec specialty retailer,learned that its customers wanted more and better trained store personnel.

_____ is useful in the identification of an organization's most profitable customers and prospects.

A _____ is essentially a very large,corporate-wide database,culled from a number of separate systems,such as billing,accounting,order fulfillment,distribution,customer service,and marketing and sales,already in place within an organization.

Volvo has a concept car Web site that caters to car enthusiasts who might want to see concept cars evolve into real life products.A "Forum" section allows people to submit opinions and questions--enabling Volvo to gauge consumer reaction to new ideas.Volvo is sending and receiving communications from consumers through _____ interactions.

Synavant is a pharmaceutical company in Toronto,Ontario.Its director of business development told a group of investors,"There is a single database repository in this company from which everybody can access data about a customer or potential customers." Synavant is most likely using:

In customer relationship management,a marketing channel is the:

Once a credit card is swiped,the retailer captures information about the product being purchased and information about the customer's credit history.

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

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

SCENARIOS Butterball Turkey In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come. -Refer to Blood Services.The card sent by the organization is an example of:

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